In our Marketing Automation session, Ben Geddes gave us an intricate guide to what you need to deliver automated marketing, what to focus on and how you can deliver game-changing results, whatever your budget.
Ben identified the four pillars of marketing automation –
Technology: With over 15,000 martech tools available, selecting the right one depends on your budget, industry, and CRM maturity. Ease of use and integration are key.
Data: Reliable and rich customer data is essential. Even basic tools can be powerful if the data is accurate.
Content: Content must be relevant and tailored to the audience. Generic content won’t cut it.
People: Skilled staff are crucial to manage and optimise automation. Automation is not just ‘set and forget’—it requires ongoing attention.
The Key Opportunities
Every business is different, but there are some key opportunities that will apply to most. Focus on these and you’ll typically see the biggest results.
Abandoned Cart Emails – follow up those pending sales
Welcome comms – build trust and engagement early with new customers.
Previous Purchase Triggers – Use purchase history to predict and prompt future buying behaviour.
Retargeting: Share customer data with PPC and social teams to improve ad efficiency.
Segmentation and Dynamic Content – serve personalised content based on interests.
Continual testing – Automate A/B testing and refine your comms for continuous improvement.
Marketing automation is a blend of technology, data, content, and people. The most successful programs are those that are continuously optimised. Start with the basics, automate the routine, and build toward more complex journeys. With the right strategy and execution, marketing automation can deliver substantial long-term value.
Want to see the full pack from the session, packed with more details and practical examples?
Download it for free here…
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