Global marketing automation spend will reach $25.1 billion by 2023, up from $11.4 billion in 2017, according to new Forrester research. This increase in spending, despite significantly difficult global economic times in recent years, only emphasises the growing importance of marketing automation in your marketing strategy.

Marketers are expected to do more in less time and at the risk of burnout; something has to give! We have seen first-hand that marketing automation could be the key to finding an extra day in your week. Furthermore, it is essential in growing and nurturing your database of contacts. If you are still adding contacts to your CRM manually or not connecting your CRM to your paid media channels, then you are missing a huge opportunity.

Marketing automation will improve your ROI because you aren’t relying on humans for data entry or cross departments to pass valuable information to each other in a timely manner. It is an area we are super excited about and include as part of our strategies for businesses that need support in this area.

What is Marketing Automation?

Marketing automation is a type of business process automation that means that both marketing, sales, and customer service teams are able to automate repetitive tasks through the use of automation software. These B2B marketing automation tools can perform tasks quicker than any human could ever do whilst removing the possibility of human error.

How does Marketing Automation Work?

Marketing automation is a technology-driven approach that helps businesses streamline, automate, and measure marketing tasks and workflows. Its primary goal is to increase operational efficiency and grow revenue more effectively. 

Here’s a breakdown of how marketing automation works:

Data Collection and Segmentation:

  • Marketing automation starts with the collection of customer data. This includes information like email addresses, website visits, social media interactions, and more.
  • The collected data is then segmented based on various criteria such as demographics, behaviour, preferences, and engagement history.

Lead Generation:

  • Marketers use automated tools to create forms and landing pages to capture information from potential customers.
  • Offers like eBooks, webinars, or discounts are often used as incentives to encourage visitors to provide their contact details.

Lead Scoring and Qualification:

  • Automation tools assign scores to leads based on their interactions and behaviours, helping identify the most engaged and potentially valuable prospects.
  • Leads are then categorised based on their scores, separating hot leads ready for sales from those who might need further nurturing.

Nurturing Campaigns:

  • Automated email campaigns are triggered based on predefined actions or time intervals. These campaigns are designed to nurture leads by providing relevant content and information.
  • Scheduled series of automated emails are sent to leads, guiding them through the sales funnel.


  • Marketing automation tools enable the creation of personalised content that adapts based on the recipient’s behaviour, preferences, or demographics.

Multi-Channel Marketing:

  • Automation tools often integrate with social media platforms, allowing marketers to schedule and automate social posts.
  • Some platforms facilitate the automation of advertising campaigns across channels like Google Ads and Facebook.

Analytics and Reporting:

  • Marketing automation platforms provide analytics on campaign performance, user engagement, and conversion rates.
  • Marketers can analyse the data and make adjustments to their strategies for better results.

Sales Alignment:

  • Marketing automation systems often integrate with Customer Relationship Management (CRM) systems, ensuring a seamless flow of information between marketing and sales teams.
  • When leads are sufficiently nurtured and qualified, they are handed off to the sales team for further engagement.

Benefits of Hiring a Marketing Automation Agency

Time and Resource Efficiency

One of the primary advantages of partnering with a marketing automation agency is the time and resource efficiency it brings. By automating repetitive tasks, businesses can allocate resources more strategically, focusing on creative and high-impact aspects of their marketing strategy.

Improved Lead Generation and Nurturing

Marketing automation enables targeted lead generation and personalised nurturing. Agencies use sophisticated tools to analyse customer behaviour, allowing businesses to tailor their messages and offerings based on individual preferences.

Enhanced Customer Engagement and Retention

A key goal for any business is to build lasting relationships with customers. Marketing automation agencies excel in creating personalised customer journeys, fostering engagement, and increasing customer loyalty over time.

Selecting the right marketing automation agency is crucial for success. Consider factors such as the agency’s experience, expertise, and the compatibility of their services with your business goals. Case studies and success stories can provide valuable insights into the agency’s capabilities.

Trends in Marketing Automation

Improving the quality of your customer data

In order to provide personalised messages to your buyer personas, marketers need to know as much as possible about their prospects. Doing this the old way takes a lot of time as the sales team will have to perform a manual input into a database. Marketing automation can adjust the questions you ask a prospect each time they interact with your website and automatically update your CRM accordingly. Thus, over time you will improve the quality of your customer data.

Funnel-Optimised Content

Personalisation continues to be a major trend, with businesses optimising their content for different stages of the customer journey. Simply adding a recipient’s name to an email subject line is no longer enough. For example, marketing automation can give you the tools to alter landing pages based on buyer personas, or change email content based on segmentation.

Omnichannel Marketing

The emergence of omnichannel marketing is a significant trend. This involves integrating and coordinating marketing efforts across multiple channels and company departments to provide a seamless and consistent customer experience.

Focus on Marketing Automation Funnel

Businesses are paying more attention to their marketing automation funnels, ensuring that they effectively nurture prospects from the awareness stage to conversion.

Chatbots & Conversational Marketing

The use of chatbots and conversational marketing techniques is on the rise. These tools can automate and personalise interactions with customers.

Social Media Marketing on Autopilot

Automation is increasingly being used to speed up social media marketing, allowing businesses to schedule posts, track engagement, and analyse performance more efficiently.

Key Benefits of B2B Marketing Automation

Enhanced Lead Nurturing

In the B2B realm, lead nurturing is a delicate dance that requires finesse. A top-notch B2B marketing automation agency excels in this arena by implementing lead scoring systems, automated follow-up sequences, and targeted content delivery. This not only accelerates the buyer’s journey but also ensures that your business remains top-of-mind throughout the decision-making process.

Data-Driven Decision Making

In the digital age, data is king. A reputable B2B marketing automation agency harnesses the power of analytics to provide actionable insights. From tracking campaign performance to understanding customer behaviour, data-driven decision-making becomes second nature. This allows your business to make informed choices that resonate with your audience and drive tangible results.


How can Digital Willow help?

At Digital Willow, we collaborate with organisations to enhance their existing marketing processes and strategies through the application of marketing automation. After mapping out strategies and aligning on priorities, we provide comprehensive support during the implementation phase. While we are currently partnered with Active Campaign and have previously partnered with HubSpot, our expertise extends far beyond these platforms.

As a marketing automation specialist, we possess a broad understanding of the diverse range of marketing automation software available in the marketplace, and we are adept at recommending solutions that align with your budget and specific needs.

Ready to elevate your B2B marketing strategy? Contact the team at Digital Willow to discover how our expertise can propel your online presence to new heights.