Key Marketing Automation Features 

While different marketing automation tools can provide different features, the core reason for their existence remains the same — to make everyday routine tasks easier for companies.

Therefore, when it comes to designing and executing marketing campaigns, depending on the features that they most connect with, businesses can choose the desired tool for themselves.

Some of the key features that a good marketing automation tool must provide are:

Lead Generation

For every business to sustain itself, it needs to generate leads and convert them into paying customers. Marketing automation tools play a vital role in that endeavour as they facilitate agencies and local businesses with lead generation, nurturing, and management capabilities.

Certain features can help in that aspect as they allow companies to get a foot in the door with potential customers. Taking the example of the Snapshot Report, companies can now use that feature to capture quality leads by generating digital audits about their potential customers.

In addition to having features that help agencies talk to prospects about their business strengths and weaknesses, marketing automation tools also have features that help companies track and understand a buyer’s journey, thereby incorporating an impeccable lead management process.

Email Marketing

Another feature, which makes using a marketing automation tool worthwhile for agencies and local businesses, is the ability to customize and execute drip email campaigns for customers. 

Research indicates that email marketing automation is widely popular among companies today, especially since it offers them the possibility to generate a 4,400% ROI on their campaigns. Therefore, even though it might be considered old-fashioned, email marketing is still an important feature to have in a marketing automation tool.

Recommended Reading: Best Email Marketing Automation Software to Boost Your Business

With email marketing automation, agencies have the option to create segmented workflows that help them target specific customers, or send triggered emails, which, as the name suggests, get triggered whenever the receiver performs a pre-set action like interact with content sent to them.

Data Analytics

And finally, it’s crucial that marketing automation tools have a feature that provides companies with the possibility to track the success and failure of their marketing campaigns and strategies. 

Whether its tracking the success of the messages sent out as part of a drip email campaign or analyzing the analytics behind lead generation campaigns, agencies and enterprises must understand what worked for them and what didn’t so that they can learn and evolve over time.

Almost all marketing automation tools today come equipped with data analytics and measurement functionalities that provide companies with value when it comes to analyzing customer data and devising data-driven plans for the future.