Automated marketing to generate more leads and more sales

By Anaraya Albornoz

Published: 30 April 2025

Automated marketing refers to all techniques and tools that automate marketing processes, with the aim of generating leads and increasing sales for a business.

Marketing automation also helps to increase the efficiency and productivity of marketing departments.

To answer the question "What is marketing automation?", we have prepared this article with its definition, advantages, strategies, examples of use and tools.

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What is marketing automation?

Definition

In general, automated marketing encompasses all means, methods and solutions to automate digital marketing actions, from a business perspective.

Together with inbound marketing and outbound marketing, these strategies contribute to optimising the commercial performance of companies and ensuring return on investment.

Marketing automation platform: functionalities

A marketing automation software brings together a range of powerful tools within the same platform, such as:

Sending emails.
Social media management.
Visitor tracking.
Landing Page management.
Establishment of automatic processes based on customer profile.
Implementation of Lead Nurturing processes.
Implementation of Lead Scoring processes.
Synchronisation with a CRM tool.

Why implement marketing automation?

Three key points to define marketing automation (as a discipline and as software):

1. Automation of repetitive tasks

For example, email marketing , or sending a series of welcome emails to new newsletter subscribers, is done by software. Content personalisation is the basis of this strategy.

2. Lead qualification and lead generation

It requires the intelligence and knowledge of a web marketing expert, as well as a technical solution to configure and manage all processes.

3. Increasing sales in both BtoB and BtoC

The sales funnel has been designed beforehand in close collaboration between the marketing department and the sales team: each customer profile corresponds to a specific scenario leading to the act of purchase. The tool greatly facilitates the different marketing automation tasks according to each scenario.

To get results with marketing automation, we must follow this logic: the strategy thinking is the head, the software is the legs.

7 advantages of automated marketing

1. Save time and money

Optimise the actions of your marketing and sales teams. You can measure and choose strategic actions that your teams can work on, while the software works for them on "low value-added" tasks.

2. You gain in efficiency and productivity

Completing the previous point, not only are your marketing teams exempt from time-consuming missions, but marketing automation is also a booster for SME efficiency.

With marketing automation, forget about time-consuming and thought-consuming Excel tables. Reporting is done automatically and in real time.

Analyse the results of marketing campaigns easily and adjust your strategy for better results.

3. Lead nurturing

A marketing automation platform is designed to deliver qualified leads. Marketing tools allow you to define parameters to qualify leads automatically. More than just intuition, these programmes allow for accurate segmentation, based on real and measurable data.

4. Lead Scoring

You can accurately score your leads based on their profile and behaviour automatically. Therefore, only customers with real potential will be targeted for direct contact. By prioritising the leads that are most likely to convert, you will increase the efficiency of your business.

5. You reduce the sales cycle

Marketing automation techniques such as content generation, lead nurturing or lead scoring reduce the buying cycle, through a maturing process adapted to the profile of each customer.

6. You generate more sales

The undeniable asset of automated marketing is its ability to qualify a buyer: the solution allows you to send a commercial proposal to the right person at the right time.

7. You personalise relationships

With marketing automation, these processes have become obsolete. Automation allows you to get to know your contacts better and send them the right content at the right time.

3 marketing automation channels and strategies

Good use of marketing automation is based on pre-defined marketing automation scenarios. It is about defining a sequence of actions that are triggered based on user behaviour. The goal is to send tailored content with targeted messages.

1. Premium content for download

A user accesses your website and provides their email address in a contact form to download a white paper.
7 days after receiving your whitepaper, you send them more information on the same topic.
15 days later, you send them a case study, to show them what works and how.
30 days later, you send them a free trial offer .

2. Webinar

A user attends your webinar on the scheduled day.
10 days before, you send them useful information for this webinar.
3 days later, you broadcast the video with associated content.
25 days later, you propose a customised study.

3. Birthday

The contacts' database has all the necessary information for future campaigns (you know the birthday of your customers).
10 days before the birthday, you email a special anniversary offer with a discount.
5 days before, send an email reminder if the promotion code has not been used.
10 days after using the discount, congratulate the customer for the purchase and thank them for their trust.

Marketing automation software: what tools are available?

Here are two of the most widely used marketing automation tools, so that you can discover some of their main functionalities:

Hubspot Marketing Hub

Marketing Hub is HubSpot's specialised marketing tool. This software is accessible to any type of company, from SMEs to large accounts.

Sendinblue

Sendinblue is a complete platform for marketing management and automation. From chat management, email and SMS marketing to retargeting and segmentation, including the creation of Landing Pages and subscription forms.