Marketing automation is a category of technology that allows companies to streamline, automate, and measure marketing tasks and workflows, so they can increase operational efficiency and grow revenue faster. While it is a maturing segment of technology solutions, it is moving fast.

What can it do?

Guide customers on 1-to-1 journeys across sales, service, marketing, and beyond — uniting your brand’s voice and providing a seamless experience.

  • Create personalized customer-focused experiences at scale.
  • Map the customer journey and prioritize every step of your strategy.
  • Spark conversations with customers based on real-time interactions.
  • Test multiple variations of content, channel, timing, and frequency.
  • Automatically monitor and respond to customers.
  • Connect your apps, products, and spaces to customer journeys.
  • Leverage data from any source.
  • Automate internal journeys for your employees.
  • Reach across the customer lifecycle creating contacts, leads, cases, and tasks.

Deliver smart and predictive content. Drag-and-drop content tools make it easy to create emails that capture your customers’ attention. With simple dynamic content blocks for personalization, integrated Predictive Intelligence, and pre-defined event triggers, marketing automation helps you to automate relevant messages throughout the customer lifecycle.

Web Personalization – The website remains a key point in the customer journey – often marking the first interaction with a brand. Web marketing tools make it easy to create beautiful, dynamic Web pages and personalized content, then track every action your customers take, in real time, to make the insights actionable.

Track and optimize email campaigns. Keep tabs on every email campaign and transactional send with real-time tracking and graphical reporting. Make the most of every email send — and boost ROI — with built-in A/B testing capabilities, integrated Predictive Intelligence, and leading email deliverability tools.

Scale capabilities. Whether you’re looking for standard email service provider features or need a sophisticated cross-channel marketing platform, you can send millions of emails in a few minutes to empowering users around the world, to adding new customer communication channels to your brand strategy,

Deliver personalized and predictive Web experiences. We know that creating a personal online experience has bottom-line benefits. Leverage Predictive Intelligence to turn static websites into dynamic experiences with personalized content and predictive recommendations tailored specifically to each customer, based on their behavior and preferences.

Connect with ease. Connect Marketing to Sales and Service to combine the best-of-bred email service provider, world-class digital marketing, and CRM technologies to empower your organization to build a single view of the customer and deliver more effective, personalized communications. The seamless connection allows organizations to create data-driven, 1-to-1 messages that move the customer journey forward. Now all areas of your organization can utilize data to optimize customer interactions, including sales, services, customer support, in-store, online, and beyond.

Predictive Intelligence – The world has become a “noisy” place. Predictive Intelligence gives marketers the power of data science to understand each customer’s preferences and automatically optimize every interaction, in any channel, across the customer journey. Drive more conversions, win loyal advocates, and cut through the noise every step of the way.

Infer preferences based on behavior. With every open, click, purchase or search, customers are giving you valuable insights into their preferences. Predictive Intelligence consumes both implicit and explicit customer behavior, in real time, in order to build a profile of preferences for every customer.

Make predictions and automate decisions. This profile of preferences is then paired with sophisticated algorithms and business rules to automatically, and in real time, predict the next best offer, content or product for each individual customer. Every minute, Predictive Intelligence makes hundreds of thousands of these decisions on behalf of the brands we serve.

Personalize every interaction. Predictive Intelligence is native in messaging platforms, meaning Predictive Content is seamlessly delivered across channels, personalizing every customer interaction. By tailoring the experience to every individual customer, marketers can crush KPIs like conversions, opens, clicks, downloads and incremental revenue, while building trust, loyalty and a lifetime customer relationship.

Streamline and send emails. Your customers interact with email all day, every day — and they expect real-time communications from you. Powerful email marketing platforms arms you with the segmentation and automation tools you need to move the customer journey forward and reach your always-connected customers, wherever they are.

Target your audiences. Relevant messaging isn’t an option — it’s a necessity. Easily filter your subscriber base to send targeted email messages based on any customer data, including all interactions with your brand.

Engage via mobile messages. Engage customers in the moment, send real-time alerts, and deliver transactional notifications with easy-to-use mobile messaging. Ready-made SMS and MMS templates and a drag-and-drop interfaces let you create any kind of mobile message — from mobile tickets and coupons to customer service updates and surveys.

Create 1-to-1 conversations on group messaging apps. Millions of consumers across the globe are engaging on group messaging apps, such as LINE and WeChat. Marketers not only need to be present on these new channels, but ready to engage in personal 1-to-1 conversations with their followers.

Drive mobile app engagement. Your customers have dozens of apps competing for their attention. Increase app engagement and drive mobile commerce with targeted push notifications and integration with other delivery channels.

Utilize geolocation technology. Trigger interactions at exactly the right time and place, enhancing the customer journey with personalized mobile experiences that engage when customers are within a targeted geographic range.

Connect devices. Behind every device is a customer. And with connected devices, lines between the physical and digital world intersect. Allows brands to power connected solutions that react to online and offline customer actions in real time, with the right message, in the right context.

Manage the mobile lifecycle. Run cross-channel mobile marketing campaigns and manage every aspect of the customer journey with a mobile-first mindset. Execute automated mobile campaigns with Journeys and segment your audience for highly relevant messages.

Build on powerful APIs. Create and automate custom mobile marketing solutions — such as personalized daily appointment alerts, order confirmations, and travel updates — with mobile APIs. Power real-time interactions with your customers by integrating CRM data, marketing analytics, and other business software with mobile campaigns.

In the area of social media, build more meaningful relationships with customers by tapping into the power of social media in your marketing, customer service, and sales organizations. Harness social conversations to listen, analyze, publish, and engage with your customers, on a 1-to-1 basis.

Listen and analyze. Analyze conversations from different sources across the globe. Discover what consumers are saying about your brand, your products, and your competitors. Understand which topics are generating interest and where the most influential conversations are happening — then use that information to inform your marketing decisions. Plus, with Social Studio you can monitor consumer sentiment to stay ahead of potential crises and evaluate new product and service offerings.

Plan and publish. Empower your team to plan, execute, and track compelling social media marketing campaigns. Source content from our ecosystem of partners or integrate with your own digital asset management system to seamlessly pull existing creative into social campaigns. Customize and craft your content while protecting your brand with configurable approval rules and a full audit trail. New tools help managing social strategy, tailoring social campaigns, and driving social awareness across distributed teams is easy — just identify the most engaging content and share it with different product, regional, or brand teams.

Engage and connect. Behind every tweet, Facebook post, or status update is a customer — and it’s your job to engage, in a timely, responsive manner with compelling content. Social tools gives you the ability to monitor what people are saying on your brand’s owned social channels and participate in conversations about any topic across the social Web. And with social automation engines, organizing discussions is easy. You can automatically label, classify, and assign posts in order to route and prioritize work across teams — connecting with social customers is easier than ever before.

Take your social strategy mobile. In today’s 24/7 mobile world, you can execute your entire social strategy from the palm of your hand — from analyzing the results of product launches to approving time-sensitive content to monitoring your social campaigns in real time. And you can easily coordinate strategy across regional, product, or brand teams.

Content and Messaging – Provides a single location for all your cross-channel content. Speak with one voice across all your digital channels for a consistent consumer experience throughout the 1-to-1 customer journey.

Manage content. Create, manage, and track content across all your digital channels from a single location to make searching, categorizing, and filtering your content easier than ever. You can even assign tags, campaign associations, and owners to your content, and then use quick search functionality to easily track it down.

Predict the next best content. With Predictive Intelligence, marketers can build profiles of their customers’ preferences, then leverage sophisticated algorithms to determine and deliver the next best content, offer, or product for every individual across channels, automatically and in real time. Predictive content exponentially increases conversion and engagement across the customer journey.

Easily create great content. Great content drives action — makes it easier than ever to create inspiring messages. With a user-friendly content editor, design and build intelligent content with drag-and-drop smart content blocks and mobile-optimized templates. Keep track of what you’re doing in real time with the persistent preview function. Create once and distribute everywhere with new tools that streamline the content generation process.