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Kim Smith, content marketing manager at review platform GoodFirms, agreed. David Reischer , chief marketing manager at legal advice website LegalAdvice. Depending on our campaign type, we can target remarketing lists , custom combination lists, life events, and interest categories. Becky Livingston , president and CEO of Penheel Marketing, which is an agency focused on small businesses, also, remarketing as a way to helps brands connect with people who previously interacted with your website or mobile app.

Creating remarketing lists is particularly effective for targeting an audience that has already expressed interest in your product or service. It doesn't bombard them with irrelevant stuff. In this way we are able to build content and ads that our users really value. Hecht noted Facebook users have short attention spans, so his clients have found short videos to be the most effective format.

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And once the user engages with the ad, he is able to retarget that consumer with another ad to draw them further down the tunnel. It's a fantastic way to frugally, cost-effectively do market intelligence. One of the most effective strategies has been translating job title targeting to keyword research. These are some of the ways that AI and machine learning can bring insight and use to your data:.

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Sharing content to social media regularly and with the most impact is a full-time job, especially if you do it right. But automated social media marketing tools take a lot of the pressure off of social media managers by scheduling posts out in advance, providing a way for teams to reschedule evergreen content to attract new readers, and a platform for understanding social media analytics like mentions and replies.

Automated social media marketing tools can either be included in a larger marketing automation platform or are sold as best-of-breed tools. Companies that engage in lifecycle marketing attract, engage, sell, support, and turn their customers into product advocates, who in turn can help attract new customers into the marketing and sales funnel.

Marketing automation tools with lifecycle marketing features will go beyond the initial sales funnel and are designed to help you build customer advocates.


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The software as a service SaaS and cloud hosting movements have made significant changes in the ways that companies purchase software over the past years. Companies that used to purchase an on-premise license for each user now prefer monthly or annual subscription models. Marketing automation is now common for most marketing teams: 67 percent of marketing leaders use some form of marketing automation software according to the Salesforce State of Marketing report. This aligns with the overall adoption rates of technology to enhance human work across marketing.

Whether companies have already implemented marketing technology or hope to deepen their usage of frontrunning trends like AI and machine learning within more targeted areas of their marketing, the tide has turned toward adoption and full integration of marketing technology within the team. With the growth in adoption rates, scalable features, and increased personalization, those companies who fail to implement marketing automation will undoubtedly have trouble keeping up with the competition.

While CRM and MA software are inherently different, they do share some characteristics, namely the expansive amount of features that can be placed under each software.

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MA software is essentially more specialized, but can appear as a subset of CRM platforms in certain cases. Regardless, the common features do exist in this market, and can be classified in the following ways. Email is one of the oldest forms of digital communication, but remains extremely effective. This makes it an excellent starting place for marketing automation.

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Email functionality is one of the core components of what marketing automation vendors offer, and every decent platform should include features that allow you to, at the bare minimum, send emails en mass to segmented audiences. More advanced platforms will send triggered emails after prospects take certain actions, such as filling out a form or downloading a piece of content.

Creating, editing, and imbedding forms is another common marketing automation feature. These features should come standard with most solutions. Use them as a checklist when doing a basic marketing automation software comparison. Lead nurture is a feature offered by some of the best marketing automation software tools.

It helps companies track, segment, and communicate with leads in order to convert them from a prospect to a paying customer. Here are the basic and advanced lead nurture functions found in marketing automation programs. While certain standalone applications like Hootsuite and Buffer could be considered marketing automation, larger platforms will include many of the same message-scheduling features found such standalone platforms. MA software also often features social analytics tools that allow you to track what your audience is saying across social platforms, as well as who shares your content and with whom they share it.

Event triggered capabilities also allow you to prompt prospects to share content at precisely the right time while they engage with your content. The greatest benefit of automating your marketing efforts—after scaling personalized marketing efforts to larger audiences—is getting in-depth analytics.


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Mostly found in enterprise marketing automation tools, SEO, paid media, and digital advertising features help marketers run their paid campaigns from the centralized marketing tool where most other marketing campaigns live. Marketing automation software is often confused with other tools because of its scope: marketing automation can combine the power of email service providers, social media automation, workflow automation, project management, customer relationship management CRM , and even data visualization software , all in one centralized location.

What is marketing automation software?

This can make marketing automation tools extremely powerful and useful for companies, but the combination of all these tools can mean heightened complexity that might scare away many users. So how does marketing automation differ from these other tools? While both marketing automation tools and CRM software help teams understand the movement of prospects along the sales and marketing funnels, the two tools have different focuses.

Marketing automation tools help marketing tools nurture and capture leads across many channels and ready those leads for hand-off to sales. Most companies use a CRM and a marketing automation tool to manage different parts of the lead-to-advocate funnel. The difference between email marketing and marketing automation tools is a matter of scope.

Then start making similar content to get high-quality links. Send a weekly digest on LinkedIn and other platforms. You can copy and paste sections of your weekly newsletter to avoid doing unnecessary work. Take advantage of this by posting infographics, which combine images with words and have a propensity to go viral.

They also perform well in the B2C segment — and if you automate them, they require no man-hours to run. Offer to co-create and co-promote a webinar with someone else in your niche. This way, you get exposed to their followers for free and get the usual benefits of a webinar. Ask the bloggers you link to share your content. If you can give a useful interview or recommendation, you will get free coverage and 0-cost page visits. SEOMoz has over 1, — and since authors usually promote their posts, you will get lots of free traffic by using the same strategy. Why not show them that you can solve their problem or need — and tell them where to find you?

It is free, and it will get you quality page visits. This way, you will give people an incentive to spread your offer — and indirectly draw people to your core product.

Look for content that is similar to yours, and export the sharers you find via BuzzSumo. Just do not abuse this tactic to the point that it makes you look spammy. Many other countries have similar offers.

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See if you can take advantage of this offer where you live, and enjoy paid traffic for free! Being listed on Google Places is free. Carry business cards with you at all times. Tell people in your industry about what you do when you meet them. Do whatever you can to get people you meet in the real world to your online presence. Exposure is exposure… And your email signature is prime ad space.

Make sure people know where you can be found online by putting your URL there. Working together with others, whether in the form of an interview or a joint venture, lets you tap into their following. Just make sure to cross-promote after publishing. Offering discounts through websites like GroupOn and KingSumo will get visitors to your website — especially if the offer is good.