The Local Marketing Stack

Marketing Automation

Zone 5 • Difficulty: • Sugg. D.I.Y. Monthly Budget: $200+

Marketing automation is a broad field, and different companies define the term differently. The ideal is an “easy button” for all of your marketing and advertising activities, that delivers

  • the perfect marketing message
  • personalized for each individual customer
  • at exactly the right time
  • in the channel they’re most likely to engage in
  • at the lowest-cost
  • with the highest likelihood of converting a sale

Can it be done?
That’s a tall order, and we’ll likely never get to a true “easy button” for marketing, even with all of the advances in machine learning, artificial intelligence, big data, and any other technological buzzword you want to throw in there.  Human beings are irrational and complex and our purchase behavior probably can’t be reduced to an algorithm.

Horseshoes, hand grenades, and marketing automation
All that said, marketing automation software in many cases can do a “good enough” job of delivering on its promise, identifying better marketing messages, personalized for customer segments, at better times, in better, lower-cost channels, and can increase the chances of conversion. The time savings alone can often justify the cost of a subscription.

Look for reasonably-priced options
Hubspot is the best-known marketing automation company, and although Wall Street considers their customers “small businesses,” their product is actually quite expensive for the average local business. Comparable solutions exist with smaller, more targeted feature sets, depending on the industry your business is in.

See where Marketing Automation fits into the overall stack in:

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