Six Email Marketing Tips for Every B2B Digital Marketer

Are you looking for an online marketing automation platform for your business?

Social media and content marketing are great examples of lead nurturing via the sales funnel, but they do have their limitations. To get this content in front of leads requires a high keyword search ranking and the social media environment operates with heavy competition and a short lifespan. On top of that, there is no guarantee that leads would find the content.

However, using an online marketing automation platform for your email marketing strategy will increase the likelihood of your content being actually consumed by the leads. With modern technology, such as Marketo implementation and lead nurturing efforts, businesses can deliver relevant, personalized content on a channel their leads actively monitor.

To further help your business make the most of the latest technologies and robust strategies, here are six email marketing tips that every B2B digital marketer should consider.


Use an Account-Based Marketing Approach

Email “blasts” are no longer effective. Online marketing automation platforms allow for the optimum utilization of resources with targeted and personalized communication. Today, the best email marketing practices are less like social media marketing and are closer to account-based marketing. To be effective and inspire engagement, emails today are required to cater to the specific needs of each lead.

The account-based marketing approach involves segmenting your leads into relevant groups or accounts, based on their stages in the buying journey. This helps you deliver effective email communications specifically designed to help the given account gather the information they require, move further into the sales funnel or make a decision.


Optimize your emails for mobile

Today, if your emails are not optimized for mobile, you are most likely going to miss out on a sizeable portion of your audience. According to recent research, 68%of people check their emails on mobile devices and only 32% use their desktop to do the same.

A smart, mobile-optimized email template would be the most natural starting point, but how you structure your content is of great importance as well. To properly optimize your content, divide it into short and succinct paragraphs that are easily readable on a mobile device. In addition, make sure the links and buttons in the email are big enough and can easily be tapped.


Use trigger-based campaigns

Trigger-based campaigns using online marketing automation automatically send emails based on particular actions or inactions. For example, you could run a trigger-based campaign to send a welcome email to an individual when they create their account or to send a reminder to someone who abandoned their cart before checkout.


Personalize communication

You can enjoy higher open and click-through rates with personalized emails. Beyond the boosting of sales, personalization can be a very powerful means of engaging with your audience and building strong relations.

There is a range of ways you can use personalized communications, from using leads’ names, wishing them a happy birthday, to sending emails from a personal account instead of a brand, to make it a conversation and not a sales pitch.

Over the years, the information you gather works as an asset you can use to execute effective strategies that incorporate personalization of all types.


Customize dynamic content

To take the personalization a step further, you should use dynamic or smart content. Some online marketing automation platforms enable dynamic email campaigns that send different content to each recipient based on their available data.

On the basis of historical purchase data or information from previous brand interactions, you can apply a dynamic code to specific sections of an email template, which would customize these sections for each recipient.


Make your emails interactive

An interactive email is like a functioning web page. As people open the email, they can perform the required tasks right from the email, whether it is filling a form, rating content, responding to quizzes or providing other information.

An interactive email saves recipients’ time, and is more convenient and provides an overall better experience.

The Role of Marketing Automation in Your Digital Transformation

When you initiate something and proceed with it, the time may come when you get either frustrated or tired if the task isn’t going as planned. The first thought that may come to mind is that the use of technology may make things happen automatically. In this blog, we will be discussing how marketing automation is significant in the way of your digital transformation.

Defining Automation

Automation refers to using software or platforms to execute repetitive tasks effectively and in less time, and streamlining one’s digital strategy to smooth out and accelerate workflows.

Marketing Automation and your Digital Transformation

Every individual thinks of ways to ease rigorous activities, minimize their margin of error and ensure timeliness.

When it comes to businesses, many scenarios arise that demand implementing automation for certain processes. Whether you handle a huge plant in an oil refinery or send hundreds of emails at a time, automating processes is inevitable and unavoidable. Furthermore, as companies grow, they need to replace the outdated, old-fashioned ways of pursuing operations with machines and software that perform human tasks. Platforms like Global Shop Solutions and Deskera ERP are widely used enterprise management and automation softwares that have transformed the way industries managed their businesses a few years ago. Marketo is one of the best examples to explain how deep automation has gone into the online marketing industry. It is a multi-functional software platform that enables marketers run diverse campaigns more effectively in a collaborative working environment.

It’s More Reliable

If you leave a task to a human and specify a deadline, there is a chance that it may not get completed on time. Moreover, there can be human error on the final product, requiring more time for completion to get the errors fixed. Automation ensures the specified task gets completed in a set time span. Machines do not get tired and wear out. Once a task is assigned to a software, it executes right away.

It Saves Time

It’s quite needless to mention that computers are much faster than humans. Imagine editing the recipients of an email and then clicking the send button a hundred times. That would probably take a whole day, and then responding to the responses would take even more time. That is where automation can be counted as nothing less than a blessing. One click and an email is sent to all hundred customers, saving the whole day.

Why Content Marketing and Marketing Automation Should Go Hand in Hand

Online marketing standards today are unmatchable and incomparable to what they have been in the past. One could also say that they are always on the rise, and therefore catching up with them is never going to be easy for marketers of today’s online industry. If you want to make your customers come back and ask for more out of what you have, you need to ensure that you’re offering marvelous content marketing up to their standards.

Online marketing automation seems to be the only way marketers can satisfy hundreds of customers with their thousands of expectations and demands. Manually, we would never be able to bring about their diverse and numerous demands as required.

In this blog, we’ll cover how online marketing automation can help marketers come up to the standard of their audience and the reasons why it is very important to be focused on good content marketing.

Stay Connected

We know marketing is not an easy job. It requires constant attention, time, effort, and most importantly, innovation to produce the desired result. Marketers need to be active across channels, wherever they are executing their campaigns. If a sale is made, wonderful, but if not, be patient. At all times before, during, and after the sale process, marketers have to deliver relevant content to their audience at the points in which they expect it. This is pretty much impossible if done manually, which is why marketing automation is so important.

To make sure the content marketing mechanism works smoothly, like a well-lubricated engine, you need to eradicate time shortages, deadline constraints and other hindrances that may halt the content marketing cycle. Online marketing automation and content marketing, once put together, can make this happen with the smallest margin of error, as compared to being done manually.


Tailor the Content to Perfection

Every audience is extravagantly demanding today, thanks to more and more innovative and competitive pieces of work put up by today’s talented marketers. Marketing meets new standards every day, which ultimately increases the appetite of customers to ask for better, convincing and appealing content.

Generic content would not only frustrate customers and potential customers, but it would affect the campaign adversely. These days, customers expect to have a value-added service from brands. They anticipate that brands will serve them with more than what they expect. In order to lure them in, marketers need to be a step ahead of their customers. The content customers are exposed to should make them feel that it is designed exclusively for them. Such personalized content makes customers develop more affection and trust.


Don’t forget to listen for feedback

Marketing is a rigorous, continuous and long-term practice. It’s aimed at continuously delivering content to customers that puts them on the sale journey. But, have you ever wondered what is actually working and what is just floating on the surface? Are your strategy, efforts, and initiatives paying off or they are just consuming your time and resources?

The answer to these questions should get you thinking about gathering feedback from your customers. It’s very important to analyze your campaign from time to time, which can’t be done without the audience’s feedback. Use automation techniques to conduct polls and ask questions constantly to analyze what piece of marketing did as expected, and what failed. It helps to constantly improve the campaign, making up loopholes and designing future prospects, too.


Automation Lifts the Standard of Content Marketing

Automation eases pressure and creates a bit of breathing space for marketers as it frees time and cuts the effort in more than half. A wisely picked automation system can maximize your business by a great deal. It makes you nurture your customers and potential customers better, helps manage leads and capitalize on marketing opportunities like sending a note for someone’s birthday.



Automation saves a lot of time in content marketing and it gives insights to assess and improve marketing campaigns. Marketers are highly advised to follow automation techniques in order to keep up with the cutting edge marketing trends and cater to different standpoints of diverse classes of customers.

How Technology Helps Marketers Address These Five Marketing Trends

Today, almost all aspects of human living have been influenced by technology. And when it comes to the digital side of human endeavors, technology seems to be ruling it. In that context, marketing looks to be overwhelmingly inspired by the rapid growth of technology.

Moreover, marketing trends are never serene, as they change too briskly. You need to have a multitude of strategies lined up so that you can always turn to the next strategy as trends change. This is where the technology plays a substantial role.

Let us see how the top five marketing trends in online marketing automation are addressed easily using technology. We’ll use Marketo for the examples, but you can apply to any marketing automation tool.

Never Be Predictable

The audience of today has become demanding, and there are reasons for it. The rise in the standard of marketing has developed a trend of asking for newer, smarter and more creative stuff. Moreover, the abundance of marketing content has educated audiences into what is innovative and exciting. Therefore, any conventional, predictable content is quickly ignored and left without being given attention.

Fortunately, technology takes marketers one step ahead from being seen as predictable by their audience – courtesy of web personalization. Instead of making generalized conversations and putting up traditional marketing phrases, marketers use customized content such as personalized messages, emails and images to engage smarter with the audience.              

Marketo implementation brings even more benefits to a marketing campaign. It provides you with options which take personalization to a whole new level. Marketo introduces Artificial Intelligence (AI) to the game, and generates tailored content after assessing customers’ information gathered by their behavior and handling. That doesn’t only stimulate lead generation but secures a positive customer impression too.

Adapt to the Domination of Mobile Phone

The few inches of the mobile screen is the most viewed window in the world for sure, and thus the most powerful medium for marketers to reach out to the masses. Since the number of mobile phone users across the globe is constantly on the rise, it would be unwise to align the significance of mobile phones as a medium with other media.

The industry has already adopted the trend and started to cater to a customer’s journey by exclusively emphasizing the mobile device user experience. Marketing content these days is exquisitely designed for mobile devices to optimize a visitor’s web session. Marketo synchs the data with lead profiles, saved in different social platforms’ mobile applications, and releases ads, alerts or emails instantly. This gives marketers exposure to potential customers.

Data Drives the Campaign

Handling data today takes some serious effort from the marketers. Marketers have loads of diverse data that they need to maneuver time to time for the execution of their dynamic marketing strategies. But the concern is, how to handle and make the most out of it.

The good news is, data handling has never been as easy as Marketo has made it. Marketo implementation ensures the eradication of any hindrances in the way to managing data by providing smooth to and fro transportation. It offers an ease of moving data over and over again, and great convenience to use it in accordance to the custom standpoints of customers or potential customers.

Account Based Engagement – A Focused and Calculated Effort

Simplifying the spectrum, identifying the target, and then aiming at it is more logical than roaming the market in hopes to find a yielding interaction. That is what Account Based Engagement focuses on. Attempting to impress a broad range of companies or individuals with the same content is utilizing more effort for little outcome.

Engage with the most fruitful profiles in terms of revenue rather than wasting time and money with the infertile ones. You can channel customers more quickly and even assess the success through Marketo’s remarkable analytic features. Marketo organizes the particularized campaigns in order, and paves a great way to respond to customers promptly.

United We Win

The truth of working in departments and teams is that the departments and teams are for the organization, not for the customers. A customer has an impression of an organization as a whole; therefore, it is crucial for an organization to bridge gaps among its individuals, teams and departments. A combined drive with sound collaboration is highly important to produce meritorious results.

The sales engagement technology of Marketo lays a perfect collaborative platform for marketing and other individuals not only to execute their techniques jointly, but also to analyze their outcomes. Furthermore, Marketo’s “Sales Insights” enables marketers to steer the leads effectively and generate higher revenue.

The trends in online marketing automation might change soon, but we can still rely on technology as it stays ahead of the trends moving at lightning speed. So as the race advances, so does the technology to come up with more futuristic solutions to cater the digital needs.


Is online marketing automation the answer to a company’s lead engagement problems?

Companies and more specifically, digital marketers, are always looking out for ways to optimize, automate and make processes simpler to be able to run more campaigns, come up with more quality content, increase ROI and the list continues. Today, customers are expecting a personalized and engaging experience. However, a lot of marketers find living up to this expectation rather challenging. To be able to effectively engage with your audience, one requires a thorough understanding of what customers are doing, how they are likely to behave and how to connect with them on a personal level at the right time in the buyer journey.

Today, collecting data is not the hard part. Using the data to produce personalized experiences throughout all channels is the demanding part.

In this blog, we will be looking at five ways to make lead engagement easier for marketers using an online marketing automation platform.


Email Marketing

Email marketing through a marketing automation platform enables marketers to send a batch of simple or complex emails to engage with their audiences. These sets of emails may automatically be sent based on some pre-defined triggers, such as demographic data, in response to some specific action or behavior, or according to some other criteria.

Your marketing automation platform allows businesses to nurture their prospects by delivering the right and personalized messages to the audience at the right time and in context with their buying journey. Companies can use this opportunity to send customers a special offer or discount for their birthday or some other occasion, to send customers an after-sale feedback survey, or to contact customers who abandoned their shopping carts.


Mobile Marketing

To make the best impression on your audience, you need to be available on different channels, especially mobile. However, make sure you are providing a unified experience on all channels. Mobile marketing automation has proven to be a great way for brands to engage with their audience on an individual level.

With mobile marketing automation, marketers can engage with their audience using the mobile app, in-app messaging and customer service or sales chat box. They can also send a time-sensitive message through a push notification for example for a limited time promotional offer.


Social Media Marketing

The right marketing automation platform is a key tool for marketers to integrate social media marketing with their other marketing campaigns and channels, such as the business website, blog, and mobile app. Marketers can come up with engaging content to share on their social media channels like polls, contests, and videos so that their audience would also want to share the same.

Moreover, being active on social media will also help marketers collect valuable information such as additional demographic data and insights about customer behavior. An example would be what kind of content they like to watch or download and how often and for how long they use social media. These metrics can even help marketers improve their overall marketing campaigns and boost engagement with more targeted content.


Analytics and Reporting

The most effective customer engagement plans are those that are backed by tested, proven, validated and measurable strategies. Your marketing automation platform allows you to track your engagement metrics, evaluate the effectiveness of each individual campaign and narrow down your strategy to exclusively focus on areas that worked or that didn’t. This helps marketers to make well-informed decisions when it comes to marketing channels, updates, content, promotions and messages that will create the most engagement and ROI.


Website Visitor ID and Tracking

This feature of a marketing automation platform, also called web personalization, allows marketers to learn more about their anonymous visitors and their journey of coming to the brand. This technology allows marketers to get information about their visitors and help provide a more customized experience. This also enables marketers to make their retargeting ad campaigns more effective.


Salesforce CRM offers a complete range of features and functionality needed in today’s hypercompetitive business conditions at a scalable cost to fit any business type.

Business practices have really made a big turn from locally limited, face-to-face interactions to a giant global business market, where internet connection is the only real limitation. What hasn’t changed is the importance of the customers. Whether you sell shoes or houses, there is no way to get ahead unless you persuade someone to make a purchase.

No matter what point of view you may hold, there is no denying that the lifeblood of all businesses is their customers and they are the ones who really determine future success, which means that there is a necessary place for CRM in businesses today.

CRM is now often characterized by some particular tools, usually in the form of a web application or software, which allow businesses to give their customers and other associates individual attention. This may include buyers, suppliers or anyone else the business associates with in any way.

Here are some statistics to better understand the value and practice of a CRM in the actual marketplace.

  • According to Forbes, CRM is a $36 billion industry.
  • A study by Baseline says that CRM ROI equates to $5 for every $1 spent.
  • According to Innopple Technologies, 65% of sales quota increases when a business adopts CRM.
  • According to a study by Global Customer Service, 67% of customers will spend more money if the experience is positive.

With a changing business environment and customer expectations, CRM solutions have gotten more comprehensive and severely automated to cater to all aspects of the customer cycle. By adopting CRM solutions, like implementing Salesforce CRM, and improving customer experiences, businesses are experiencing extremely positive results. However, in years to come, CRM will continue to act as a universally beneficial solution to all possible issues of customer relationships and will remain an essential factor in the success of businesses.


Why choose Salesforce CRM solutions?

Salesforce CRM solutions consist of a comprehensive variety of CRM classifications and systems to cater to the different needs of different businesses, including Sales Cloud, Service Cloud, Marketing Cloud, Data Cloud, Analytics Cloud, App Cloud and Community Cloud.

Synchronize your communication, analyze and adopt detailed insights to make your campaigns more effective, efficiently recognize and segment your audience, multiply your lead conversions, follow-up with clients to build-up stronger relations and build a lead-nurturing chain, which help expand your business horizons.

Salesforce CRM solutions is the perfect fit for a first timer, as they offer a 30 day trial for free for businesses to try this CRM system and discover for themselves how much of a change it can bring for their overall business.

However, there are also digital enablement and marketing agencies that offer you Salesforce CRM solutions among other technological services, like NX3’s CRM services based in NY. With a tech-savvy and experienced team, who understand Salesforce from the inside and out, NX3 can really drive home the maximum benefit and change your CRM game for good.

Marketo Implementation

Everyone knows how customer segmentation works. Companies want to personalize their marketing efforts so they can easily find customer demographic data like age, location, and gender. Applications like Marketo Implementation have changed companies’ previous understanding of segmentation. There have been significant developments in segmenting customers on a more individual level, with improved data analysis using machine learning and automation.

The experts of the industry are emphasizing that for effective segmentation, customer behavior is equally as important as customer details. For a better understanding and the ability to make highly-informed decisions, companies need to dig deeper and analyze their customers’ behavior as well as their details.

For example, a number of companies sort customer data by the abandoned carts in their online stores. In response to this, they might take an action of offering a special discount or simply reaching out to these visitors to find out why they abandoned their purchase. Using Marketo Implementation, companies can further segment this group of abandoned carts into customers whose debit or credit card was denied and customers who entered all details except for their credit or debit card information.

By being more in sync with customer behavior, companies can not only improve their data analysis but they can also enhance their marketing content, personalize their messages on a deeper level for each type of customer and design landing pages that specifically target that customer type.

Let’s have a look at three major factors that companies should consider when segmenting their customers.


Machine learning and automation are intrinsic parts of effective segmentation

The major reason that a lot of companies have still not been able to use customer segmentation to its optimal potential is that sorting and analyzing that amount of data can be tedious work. Also, accuracy plays a big part here, as one wouldn’t want to take the risk of miscalculating or missing out on an important aspect of the data.

However, machine learning and automation have reshaped not only the process of customer segmentation but overall digital marketing. Companies can now use an exceptional engagement platform for hyper-targeting and examining of their customers’ journey, to automatically improvise marketing content and allow interaction with the audience on a more personal level.


Build trust with micro-segmentation

According to an Infosys survey, 78 percent of customers said that they are more likely to purchase from a brand that sends them more personalized offers. Micro-segmentation allows you to understand your customers’ needs, desires and pain points, to be able to personalize your marketing efforts and content accordingly. Companies can develop customers’ trust in the brand using micro-segmentation to address the most import concerns of their customers.


Your audiences’ needs are not static

A problem with the segmentation process of a lot of companies is that they analyze the data, place each customer in the relevant segment and never go back to reanalyze or take into account the newly collected information.

However, we know customers’ needs and taste preferences change with time. Today a customer can be in a completely different mental and physical state than they were when you last segmented your data. Tools like Marketo Implementation continuously work and reanalyze the data to place each customer type in the right category, which will be very helpful in accurate targeting.



Effective segmentation of customers can mean more opportunities for the personalization of marketing and sales strategies. Even though customer segmentation is not a new concept in the digital marketing world, tools like Marketo Implementation with elements like automation and micro-segmentation are making it a realizable option for companies of all types and sizes.


The field of online marketing automation has expanded at an astonishing rate in the last couple of years.

According to a study conducted by HubSpot in 2017, 70 percent of marketers said converting leads was their top priority.

You must know many marketers who are captivated with online marketing automation and its results, or you must have at least heard about automation. But, don’t you just want to know… What is online marketing automation and what does it actually entail?

Online marketing automation refers to a software that exists with the basic goal of automating marketing activities and efforts. With new technologies in the field of marketing, repetitive tasks like emails, social media and many other website actions can be set so they are performed automatically. The technology of marketing automation makes this easily possible.

Online marketing automation refers to platforms and tactics that allow businesses to nurture their prospects using highly personalized, valuable content that help convert leads into customers and customers into happy customers. This kind of marketing automation usually helps businesses produce considerable new revenue and an excellent return on investment.

It may not be one of the easiest marketing initiatives but it’s definitely not impossible. Here is an example to better understand the concept of marketing automation. Imagine you are trying to grow a plant. First, you will have to fertilize your soil so it’s prime for growing your plant. Second, you will need seeds to grow the plant. Finally, you will require water and light to nurture the seed so it grows into a blooming plant. It’s not guaranteed that your plant will be lush, but it certainly is possible. Coming back to our story, effective marketing automation is exactly like nurturing the plant. At the end of the day, we can only hope that our nurtured leads will grow into actual paying customers by following all the steps and taking great care.


Practical use of online marketing automation

The practice of online marketing automation can help businesses streamline their marketing activities and efforts for more efficient and quicker results. However, online marketing automation programs dominate the industry because they allow businesses to update in real-time.

According to a study by the State of Marketing in 2017, 67 percent of marketing leaders used a marketing automation platform. The same research said that over the course of next two years, an additional 21 percent of marketing leaders plan to start using a marketing automation platform.

According to the marketing automation trends survey in 2016 by Ascend2, 63 percent of companies outsource all or some parts of their marketing automation strategy planning, 51 percent use a combination of in-house and outsourced marketing automation resources, 12 percent outsourced completely to a specialist and only 37 percent used in-house resources only.


Barriers to successful marketing automation

According to the marketing automation trends survey in 2016 by Ascend2, the most significant barriers to marketing automation success are:

  • Lack of an effective strategy (52%)
  • Complexity of the system (42%)
  • Inadequate contact data quality (38%)
  • Lack of employee skills (32%)
  • Lack of relevant content (31%)
  • Marketing and sales alignment (30%)
  • Budget constraints (27%)


Hence, when it comes to marketing automation, marketers and industry leaders suggest outsourcing these services from a digital marketing agency, because they can help you break down barriers to reach a successful marketing automation program using their team of professional and experienced experts and latest technologies.





Pull off multichannel communication and benefit from an improved understanding of your customers by adopting unconventional best practices for efficient online marketing automation.

What does an online marketing automation platform do?

To rise above the hypercompetitive business environment and marketplaces, companies need to come up with innovative business strategies that make them stand out from their competition and attract new customers at a faster rate.

This puts your marketing team in a rather tight spot, as it’s their responsibility to generate as many high-quality business leads as possible for the sales team. What can help the marketing people to find success? Coordinated workflows. Marketing has become a more complex and broad area, and PR or brand awareness doesn’t even begin to cover it all.

To cope with such high expectations, marketers have adopted the practice of measuring the performance of their campaigns with respect to strict KPIs. They are also adopting more multitasking practices, as they have to fill multiple shoes like lead generation and lead nurturing. Keeping all this in mind, the best solution for any marketer today is an online marketing automation program.

When using marketing automation platforms like Marketo, marketers can make the best use of all available communication mediums to get in touch with their potential customers, keep potential customers engaged until they are ready to make a purchase and analyze the results and progress of all marketing campaigns. A technological tool, marketing automation platforms are developed to automate marketing operations, which can be rather time-consuming tasks when done manually. Hence, hiring a service provider that is a certified Marketo partner and can offer Marketo implementation support can be the best thing for a business. Here are some areas where a powerful marketing automation platform can really take the productivity up a notch:

  • Marketing campaign automation
  • Email marketing tools
  • Lead generation and distribution
  • Event management
  • Customer database segmentation
  • Integration capabilities
  • Collaboration tools
  • Knowledge/data management

Why should you use an online marketing automation platform?

An online marketing automation platform is a way for improving and optimizing marketing efforts by understanding and productively using your data. With Marketo, you can have a 360-degree view of how your campaign is progressing and performing. Don’t forget, you can send mass, segmented emails to your target market, increase the efficiency of marketing campaigns, minimize human errors, find new leads and nurture them to transform them into business opportunities by following step by step, out-of-box practices.
Marketo implementation enables businesses from all industries to streamline, automate and measure marketing activities including lead generation and lead management. Marketers can benefit from evaluating specific workflow values and results, which are stored and later executed by the marketing automation platform.

Let’s get a closer look at some of the most effective features that an online marketing automation platform has to offer.

  • Website behavior tracking

This allows businesses to get a better understanding of who their potential customers are and who is just passing through their online properties.

  • Lead management

This allows businesses to track their website visitors’ behavior and identify the channels and sources of lead generation. One can also build lead profiles and track the efficiency of lead generation sources, which will allow them to use the best performing sources and improve underperforming ones.

  • Personalized email marketing

Customer satisfaction is one of the key indications of your success. Marketing automation programs allow you to target market groups appropriately and address leads personally, which allows you to personalize your communication and build a community of loyal customers.

  • Automated lead nurturing campaigns

Lead nurturing focuses on educating your sales qualified leads (SQLs) who are not yet ready to make a purchase. Marketing automation programs enable you to better understand your target audiences’ needs and preferences, based on who they are and where they are in the buying cycle. You can nurture your leads and keep them engaged by providing the most relevant and engaging content to go with their specific situation.