The Beginner’s Guide to CRM Marketing Automation

Lilach Bullock on Marketing automation,


So, you wanna get to grips with marketing automation then? Well congratulations, you’ve come to the right place. There’s a lot of noise out there about automation and all the wonderful things it can do, and a lot of those claims are bang on. But amidst all the hyperbole, sales speak and abbreviations it can be hard to see the CRM for the BS.

Thankfully, it doesn’t need to be that way. If you’re new to the business of marketing automation, everything you need to know is right here. No hype, no over-inflated claims and no jargon: just practical advice you can use to get your first automation campaign off the ground. Are you ready?

Then let’s do this.

What marketing automation does

From managing customer records to visualising data, CRM software can do a lot of things, but right now we’re only interested in automation. Marketing automation, delivered with the aid of your CRM platform, will make your business more efficient and will bring in more sales. How does it do this? By freeing you from the sort of repetitive tasks that are best left to a machine; grouping leads according to how qualified they are to buy and so on.

Sure, you could sift through all your customer data, note when, where and how each individual has engaged with your brand and from there calculate how close they are to buying, but why would you want to do such a thing? It’s repetitive, mind-numbing and computers can do it way faster.

CRM Marketing Automation

So that’s one good thing about automation then: it removes much of the drudgery associated with managing customer interactions and generating conversions. But CRM-based automation is much more than just a labour-saving device: it’s also a money-making device. By effectively managing leads and helping to segment them into groups before serving them with emails and other marketing messages at the right time, automation can shorten the sales cycle and increase conversion rates.

Let’s take an example. Say you’re walking through a DIY store searching for paint and, after fruitlessly traipsing down a dozen aisles and dead ends, you’re losing the will to live and are on the verge of abandoning your mission and heading for the exit.

Just then, a store employee appears, asks if they can be of help, leads you to the paint section and informs you that there’s a promotion running where you’ll receive 20% off brushes when you buy any tin of paint. In an instant, you’ve regained the will to live and found that shade of fuschia pink emulsion you were looking for. Well, in the digital domain that’s what marketing automation does: it serves your customers with the right paint at the right time.

How marketing automation works

CRM Robot

In the store example, the shop assistant would have no way of knowing what you were looking for without asking. On the web, it’s easier. You don’t need to ask your prospects what they’re hunting for because all the clues are right there in their browsing behaviour. Opening an email; clicking a link; sharing a post; downloading a white paper. All of these actions don’t mean much in their own right, but combine them and they paint a clear picture of exactly where that prospect is at on their buying journey.

They could be nowhere close to buying or they could be sat in front of a screen with their credit card out. You don’t know that, but your CRM does because you’ve linked it with your Facebook, LinkedIn, Twitter, email database and other platforms holding customer records and it’s then joined the dots and done the math.

It’s no secret that some prospects are hotter than others. But the ones that are likeliest to convert don’t tend to broadcast that to the world. They don’t walk around wearing a t-shirt that reads “Sell me stuff” and they don’t change their profile picture to Fry from Futurama screaming “Shut up and take my money!” That’s where your CRM system comes into play, deducing all this for itself and then segmenting these hot prospects so they can be served content and marketing messages that will help them convert.

The same automation process can also be used to nurture leads who are further away from buying of course, providing them with content that will educate them and lead them closer to the point of purchase.

How to set up marketing automation

With your interest in marketing automation suitably whetted, you’re no doubt eager to rush out there and start automating, segmenting and converting the world. First though, you’re going to need a few things. You’ll need a CRM system for one thing that can act as the digital hub or repository that all your other systems are fed into. If you don’t already have CRM in place, pick a system that is affordable, that is designed for the size and nature of your profession and which is scalable, so that it can grow with your business. You’ll also want to choose a system that offers marketing automation as a key component rather than an afterthought. After all, the idea with automation is that the system does the work for you. Sure, you’ve got to set it up, but after that it should require minimal maintenance.

CRM Lead Magnet

With your CRM software purchased, installed, integrated and ticking over smoothly, the next thing you’re going to need is some leads. Customers basically, or at least customers in the making. If you have existing customer databases, these can all be fed into your CRM, but if you’re a new business you’ve got to start from scratch. This isn’t a bad thing, because it allows you to organise and segment your prospects from the get-go, analysing their every interaction with your brand and using this information to intelligently place them at the correct point in the sales journey.

Start using marketing automation today

Interested in using marketing automation? Jumplead is a great tool for quickly and easily implementing marketing automation. Start turning your website visitors into customers. Try Jumplead today!

Whether you’re a new business seeking to acquire a customer list or an existing business looking to grow your list, there are a few ways to go about that. Landing pages, capture forms, pop-ups, calls to action, website live chat and ebooks are all ways to snag customer details, feed them into your CRM and then wait for the magic to happen. You can also capture their details at checkout, over the phone and when selling in person. So long as you’re capturing customer data with their permission, anywhere and everywhere is fair game. Remember, although the ultimate goal is to sell to that person, you’re doing them a favour long before they invest in your awesome products and services because you’ll be treating them to a trove of free, high quality content along the way.

So there you have it: CRM marketing automation 101. To recap then...

  • Sign up for CRM software that enables marketing automation
  • Import your existing customer lists
  • Add new customers via landing pages and capture forms
  • Set up CRM automation to segment customers according to buying intent
  • Send each segmented group relevant content that meets their needs
  • Track all points of customer engagement and feed this into your CRM
  • Optimise, automate, segment and convert
  • Profit

Marketing automation doesn’t just work – it works astonishingly well. Give it a go and you’ll wonder how you ever got by without it before.

So, you wanna get to grips with marketing automation then? Well congratulations, you’ve come to the right place. There’s a lot of noise out there about automation and all the wonderful things it can do, and a lot of those claims are bang on. But amidst all the hyperbole, sales speak and abbreviations it can be hard to see the CRM for the BS.

Thankfully, it doesn’t need to be that way. If you’re new to the business of marketing automation, everything you need to know is right here. No hype, no over-inflated claims and no jargon: just practical advice you can use to get your first automation campaign off the ground. Are you ready?

Then let’s do this.

What marketing automation does

From managing customer records to visualising data, CRM software can do a lot of things, but right now we’re only interested in automation. Marketing automation, delivered with the aid of your CRM platform, will make your business more efficient and will bring in more sales. How does it do this? By freeing you from the sort of repetitive tasks that are best left to a machine; grouping leads according to how qualified they are to buy and so on.

Sure, you could sift through all your customer data, note when, where and how each individual has engaged with your brand and from there calculate how close they are to buying, but why would you want to do such a thing? It’s repetitive, mind-numbing and computers can do it way faster.

CRM Marketing Automation

So that’s one good thing about automation then: it removes much of the drudgery associated with managing customer interactions and generating conversions. But CRM-based automation is much more than just a labour-saving device: it’s also a money-making device. By effectively managing leads and helping to segment them into groups before serving them with emails and other marketing messages at the right time, automation can shorten the sales cycle and increase conversion rates.

Let’s take an example. Say you’re walking through a DIY store searching for paint and, after fruitlessly traipsing down a dozen aisles and dead ends, you’re losing the will to live and are on the verge of abandoning your mission and heading for the exit.

Just then, a store employee appears, asks if they can be of help, leads you to the paint section and informs you that there’s a promotion running where you’ll receive 20% off brushes when you buy any tin of paint. In an instant, you’ve regained the will to live and found that shade of fuschia pink emulsion you were looking for. Well, in the digital domain that’s what marketing automation does: it serves your customers with the right paint at the right time.

How marketing automation works

CRM Robot

In the store example, the shop assistant would have no way of knowing what you were looking for without asking. On the web, it’s easier. You don’t need to ask your prospects what they’re hunting for because all the clues are right there in their browsing behaviour. Opening an email; clicking a link; sharing a post; downloading a white paper. All of these actions don’t mean much in their own right, but combine them and they paint a clear picture of exactly where that prospect is at on their buying journey.

They could be nowhere close to buying or they could be sat in front of a screen with their credit card out. You don’t know that, but your CRM does because you’ve linked it with your Facebook, LinkedIn, Twitter, email database and other platforms holding customer records and it’s then joined the dots and done the math.

It’s no secret that some prospects are hotter than others. But the ones that are likeliest to convert don’t tend to broadcast that to the world. They don’t walk around wearing a t-shirt that reads “Sell me stuff” and they don’t change their profile picture to Fry from Futurama screaming “Shut up and take my money!” That’s where your CRM system comes into play, deducing all this for itself and then segmenting these hot prospects so they can be served content and marketing messages that will help them convert.

The same automation process can also be used to nurture leads who are further away from buying of course, providing them with content that will educate them and lead them closer to the point of purchase.

How to set up marketing automation

With your interest in marketing automation suitably whetted, you’re no doubt eager to rush out there and start automating, segmenting and converting the world. First though, you’re going to need a few things. You’ll need a CRM system for one thing that can act as the digital hub or repository that all your other systems are fed into. If you don’t already have CRM in place, pick a system that is affordable, that is designed for the size and nature of your profession and which is scalable, so that it can grow with your business. You’ll also want to choose a system that offers marketing automation as a key component rather than an afterthought. After all, the idea with automation is that the system does the work for you. Sure, you’ve got to set it up, but after that it should require minimal maintenance.

CRM Lead Magnet

With your CRM software purchased, installed, integrated and ticking over smoothly, the next thing you’re going to need is some leads. Customers basically, or at least customers in the making. If you have existing customer databases, these can all be fed into your CRM, but if you’re a new business you’ve got to start from scratch. This isn’t a bad thing, because it allows you to organise and segment your prospects from the get-go, analysing their every interaction with your brand and using this information to intelligently place them at the correct point in the sales journey.

Start using marketing automation today

Interested in using marketing automation? Jumplead is a great tool for quickly and easily implementing marketing automation. Start turning your website visitors into customers. Try Jumplead today!

Whether you’re a new business seeking to acquire a customer list or an existing business looking to grow your list, there are a few ways to go about that. Landing pages, capture forms, pop-ups, calls to action, website live chat and ebooks are all ways to snag customer details, feed them into your CRM and then wait for the magic to happen. You can also capture their details at checkout, over the phone and when selling in person. So long as you’re capturing customer data with their permission, anywhere and everywhere is fair game. Remember, although the ultimate goal is to sell to that person, you’re doing them a favour long before they invest in your awesome products and services because you’ll be treating them to a trove of free, high quality content along the way.

So there you have it: CRM marketing automation 101. To recap then...

  • Sign up for CRM software that enables marketing automation
  • Import your existing customer lists
  • Add new customers via landing pages and capture forms
  • Set up CRM automation to segment customers according to buying intent
  • Send each segmented group relevant content that meets their needs
  • Track all points of customer engagement and feed this into your CRM
  • Optimise, automate, segment and convert
  • Profit

Marketing automation doesn’t just work – it works astonishingly well. Give it a go and you’ll wonder how you ever got by without it before.

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Increasing sales revenue (53%), lead nurturing (43%) and customer engagement (37%) are seen as the most important objectives of a marketing automation strategy. Find out more about how and why businesses are using marketing automation, and with what success.


Lilach Bullock
Professional Speaker, Lead Conversion Expert, Social Media Specialist & Occasional Diva. Proud mum
UK https://www.lilachbullock.com/