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What Is Marketing Automation?

Predictive analytics, machine learning, data mining, and other remarkable innovations are being used in digital marketing to streamline processes and deliver more effective messages to consumers. These exciting trends come together under the umbrella of automation.

On the most basic level, marketing automation allows you to have one-on-one conversations with thousands of people at a time. As a result, marketing automation can drive a 451% increase in qualified leads for businesses.

How We Use Automation to Make Digital Marketing More Efficient

Automation has extremely practical applications in many different areas of online marketing. Below are just three prominent examples of areas in which we use automation every day here at LaFleur:

Paid Advertising

Automation can be used to adjust bids in real-time, scrub keyword lists, and help PPC professionals make informed decisions based on data rather than intuition.

Social Media

Automation tools can disseminate social media posts based on a predetermined calendar, which allows social media specialists to focus their efforts on real-time responses and time-sensitive trending topics. Other tools will automatically populate social media posts when new content goes live on your website or aggregate data into easily digestible reports to analyze and improve performance.

Data Collection and Lead Scoring

Marketing automation tools can collect data based on users’ behavior, manage your list of contacts, assign scores to different actions, and more. Then, you can follow up with the people who have been most active and not waste time and resources chasing after people who aren’t really interested in your products and services.

Automation has applications in many other contexts as well, from data aggregation to satisfaction surveys. But its potential involves much more than just making people more efficient and effective at their jobs. One of marketing automation’s most powerful applications is creating nuanced, personalized messaging.

Personalization: The Reason Marketing Automation Is Crucial for Your Company’s Success

Personalized, targeted marketing messages have become the expectation rather than the exception. Marketing automation helps you increase your reach exponentially while retaining the personalization and attention that each of your contacts expects and deserves. At LaFleur, we have the tools available to provide an outstanding personalized experience for every potential customer — starting with their very first interaction with your brand.

We use marketing automation tools to build a huge database for your company that catalogues not just potential customers’ contact information, but also their browsing behavior, demographic information, preferences, and much more. With this data, we can craft customized messages that truly resonate with the individual who is interested in your products or services and use automation to send those messages to a limitless number of contacts.

Here’s How Marketing Automation Can Work for Your Business

More and more of your potential customers are doing research on the web and browsing your website before they make any decisions regarding your products or services. These leads arrive in many ways: ads, organic search, your social media feed, word of mouth, and other methods.

While on your site, visitors can sign up for an offer (like receiving a free promotional item or discount offer, or an in-depth informational asset like an ebook or infographic). When a visitor fills out a custom-designed form to receive that offer, our marketing automation software captures the information they submit as well as their browsing history on your site. Immediately, the software sends them a personalized thank-you message.

From there, the possibilities for lead nurturing through marketing automation are virtually limitless.

Below are some of the key marketing automation systems and strategies that LaFleur can put in place for your business.

Email Marketing Automation

LaFleur can work with you to develop email campaigns centered around specific products and services, programs, and events.

For a potential customer who shows interest in your company’s products and services, for example, we could send the information they requested in an initial thank-you email. In the following weeks, we can send them additional emails giving them more information about your company, your brand, and what makes your products or services different from the competition. These messages will all be designed to establish trust and credibility, build a relationship between your brand and the potential customer, and keep you at the forefront of their minds.

Additionally, every message we send addresses the person by name and is professionally designed to align with your branding. We can send emails monthly, weekly, daily, or at any other interval. And once we create the emails for a campaign, you can use them repeatedly for any number of people who sign up.

And by tracking browsing behavior (discussed further below), we can continually update and modify the email messaging sent to an individual as their preferences become clearer. The content, messaging, design, and adaptability of automated emails can all be customized to perfectly suit your company’s — and your potential customers’ — needs.

Tracking Your Potential Customers’ Website and Email Behavior

After capturing contact information from potential customers, our powerful software can track their browsing behavior on your site and even within their own inbox. Using customizable lead scoring parameters, we can update a potential customer’s information to more accurately target their needs and interests and send them more relevant emails.

The powerful marketing automation tools that LaFleur has at our disposal also allow us to make your website display personalized messaging. This can lead the potential customer to more relevant, useful information on your site. It can encourage them to take a specific action. Or it can simply continue to build trust and cement their relationship with your brand.

Honing Messaging Based on Automation Analytics

Since the system tracks and logs engagement with campaigns, web pages, and individual emails, it becomes easy to determine which content is most effective and which content can be improved.

As more people engage with your site and your brand, we can collect and analyze more data to determine trends and help guide the customization of individual elements in your marketing automation strategy — like page structure, email messaging, design, lead scoring parameters, and more.

We can also apply these same tools and strategies to new and past customers to create positive, personal experiences that build trust, keep you in the minds of your customer base, and maximize word-of-mouth recommendations.

Start Reaching More — and More Loyal — Customers With LaFleur

Are you ready to get higher-quality leads, increase recommendations from satisfied customers, and more? Call (888) 222–1512 or fill out our convenient contact form.

We’d love to discuss how marketing automation can help you achieve your business goals and then work with you to develop a customized strategy for your company.

Not Ready to Talk With Someone Yet?

That’s okay! We have a lot of other resources that can help you evaluate your company’s options. Check out a few of them below:


Hanington, J. (2014, January 13). 20 Incredible marketing automation stats. Salesforce.


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