Marketing automation: what is it? Which tool should you choose? {GUIDE}

Definition of marketing automation

The Marketing automation refers to all the processes and technologies that make it possible to automate repetitive marketing tasks and to distribute personalized campaigns according to the behavior of prospects. It acts like a orchestrator of your content marketing strategy, making it possible to deliver the right content, to the right person, at the right time. And also (especially), To free yourself some time : by eliminating repetitive tasks, you focus on personalizing and creating good content marketing.

Today, marketing automation has evolved to incorporate artificial intelligence, predictive analytics, and advanced personalization capabilities, transforming the possibilities offered to marketing teams.

But the most important thing to remember is what Marketing automation is not :

• It's not doing mass email marketing without thinking.
• It's not a magic wand that will turn your website pumpkin into a carriage heading straight to the Next 40.
• It's not just about tools. Paying 1000€/month in a wonderful tool does not guarantee anything, if not to spend as much money as possible.

What is the difference with email marketing?

A common confusion concerns the distinction between marketing automation and email marketing. Although these two approaches use email as a communication channel, their differences are fundamental:

• Email marketing is a specific tactic that consists of sending messages by email to a list of recipients. These are generally one-off mailings (newsletters, promotional offers, announcements) and are often identical for all recipients or with limited personalization.
• Marketing automation is a comprehensive strategic approach that:
  • Uses several communication channels (email, but also SMS, web notifications, in-app messages, etc.)
  • Relies on the individual behavior of prospects to trigger personalized sequences
  • Integrates conditional logic (if the lead does A, then B happens)
  • Includes advanced features like Lead scoring, segmentation and behavioral analysis

What are the benefits of marketing automation?

In B2B, where sales cycles are generally longer and more complex, marketing automation plays a crucial role:

• Support for the buying process : Marketing automation makes it possible to sequence and personalize content delivery.
• Progressive qualification : B2B content marketing aims to educate prospects throughout conversion funnel, and marketing automation makes it possible to measure their level of commitment and maturity.
• Bridge between marketing and sales : In a B2B context, marketing automation ensures the smooth transmission of qualified leads from marketing to sales teams, at the optimal time.

How to do marketing automation?

Prerequisites for an effective marketing automation strategy

The importance of qualified traffic

First truth to accept : without qualified traffic, even the best marketing automation tool will remain ineffective. It's like having A Ferrari without fuel. Before investing heavily in an automation solution, make sure you have a solid base :

• One optimized website generating organic traffic via SEO
• One active presence on the channels relevant to your audience (LinkedIn, etc.)
• Eventually, targeted paid acquisition campaigns (SEA, Social Ads)

Lead magnets: the keystone of your strategy

Second essential prerequisite: attractive lead magnets. This high added value content is offered in exchange for the contact details of your visitors, thus constituting the first step in your automation process.

Les Lead magnets the most effective ones include:

• White papers and in-depth case studies
• Webinars and masterclass on sectoral issues
• Templates and practical tools that can be used immediately
• Calculators and personalized diagnostics
• Product demos or free trials

The quality of your lead magnets will directly determine the quality of your database. A poor lead magnet will attract low-qualified contacts, while premium content will attract decision makers who are genuinely interested in your expertise.

Optimized landing pages

Vos Lead magnets must be presented on landing pages optimized for conversion. One Landing page effective for your marketing automation strategy should:

• Have a unique and targeted message
• Present clearly The value of the lead magnet
• Include a optimized form (ask for essential information only)
• To be responsive and quick to charge
• Integrate elements of social proof (testimonials, customer logos)

Audience segmentation

Segmentation is the foundation of an effective marketing automation strategy. Without it, you fall back into the trap of mass email marketing, which is not very personalized and therefore not very effective.

Several areas of segmentation are particularly relevant:

• Segmentation by job/function : Content that's relevant to a marketing manager is different from what's relevant to a CFO.
• Segmentation by sector of activity : The issues vary considerably from one sector to another.
• Segmentation by business size : The challenges of an SME are different from those of an ETI or a large group.
• Segmentation by maturity in the buying cycle : From prospects in the discovery phase to leads ready to buy, content needs are evolving.
• Segmentation by content : Depending on the content uploaded, interests may differ.

Like Sales Odyssey, you can start with a simple segmentation based on the functions of your contacts (managers, marketing managers, salespeople, freelancers), and Refine it gradually as your strategy develops.

So you have to segment as much as possible your base, within the limit of the preservation of global intelligibility of your marketing automation strategy...

Set up marketing automation scenarios

Methodology for creating workflows

A successful marketing automation scenario follows a structured methodology:

1. Define a specific objective : Conversion of leads into customers, reactivation of dormant customers, upsell to a premium offer... Each scenario should pursue a clear and measurable objective.
2. Identify triggers and exit points :
   • Triggers are the actions that initiate the scenario (downloading a white paper, visit to a product page, prolonged inactivity...)
   • Exit points are the conditions that end the scenario (conversion completed, unsubscribed, transfer to sales representatives...)
3. Map the user journey : Visualize each stage of the journey that your prospect will follow, with associated content and conditional branches.
4. Implement in your tool : Translate your mapping into a technical workflow in your marketing automation solution.
5. Test, measure, and optimize : Launch your scenario, analyze its performance and refine it continuously.

To effectively visualize your scenarios, use tools like Lucidchart or even a simple Kanban board before implementing them in your solution.

Lead scoring: advanced methods to qualify prospects

Lead scoring is the allocation of points to contacts based on their behaviors and characteristics, making it possible to assess their level of interest and purchasing maturity.

An effective lead scoring system generally combines two dimensions:

• Demographic score (or “fit”): Evaluates the correspondence of the contact with your ideal persona (position, sector, company size...)
• Behavioral score (or “engagement”): Measures contact interactions with your content and channels

To structure your lead scoring :

1. Start from your definition of SQL (Sales Qualified Lead) by asking your salespeople: “What characterizes a good prospect for you?”
2. Identify the characteristics and behaviors that indicate this qualification
3. Assign points based on the importance of each criterion
4. Define score thresholds for each qualification level (MQL, SQL)
5. Test and refine your model based on the results

For example, a simple system could assign:

• 10 points for a decision-making position
• 5 points for a visit to a product page
• 15 points for downloading a high-value X lead magnet
• 20 points for a demo request

A contact becomes 30-point MQL and 60-point SQL.

Measuring and optimizing your marketing automation strategy

Implement a strategy for Marketing automation, that's good. Measure and optimize it continuously, it is essential. To get the most out of it, adopt a data-driven approach and follow the right indicators:

• Click-through rate (relevance of content)
• Conversion rate (effectiveness of CTAs)
• Unsubscribe rate (quality of targeting)
• Funnel progress speed (effectiveness of Nurturing)
• MQL/SQL rate and cost per qualified lead (KING)
• Not to mention The contribution to turnover

A/B testing is your best ally to optimize your campaigns: test only one item at a time (subject line, CTA, design...), on samples, with a clear objective.

The design of your emails also plays a key role: give priority Simplicity, readability and an approach Mobile-first. A simple, professional design that is consistent with your visual identity is often more efficient than an email that is too graphic.

Your CTA is The decisive element : limit yourself to Only one per email, visible without scrolling, formulated around a clear benefit. Add a emergency button when relevant (“10 places left”), and be sure to its visibility.

Selecting the right marketing automation tool

Selection criteria adapted to B2B needs

Choosing a marketing automation solution is strategic and must be aligned with your business goals. Before making a decision, assess these essential criteria:

• Volumetry : Size of your current contact base and growth projections
• Key features : What are your priority needs? (Emailing, landing pages, social media, integrated CRM...)
• Integrations : Compatibility with your existing digital ecosystem (CRM, CMS, analytics...)
• Complexity of use : Alignment with the skills of your team
• Budget : Total cost including subscription, set-up and maintenance
• RGPD compliance : Data security and hosting (especially important for sensitive B2B data)
• Support and training : Availability of resources in French and responsive support

Remember that the tool is not everything: a clear strategy and quality content remain the foundations of your success, regardless of the solution chosen.

Comparative analysis of current solutions

Brevo: The marketing automation solution for SMEs

In addition to her email marketing solution, of sound CRM and its many other features, Brevo Is a great marketing automation tool, French what's more !

The software takes care of every stage of the customer journey, of the Qualification of prospects To the ripening, not to mention after-sales assistance. Follow him visitor behavior on your site and create automated workflows for engagement, contact management and the optimization of marketing tasks.

Advantages:

• Intuitive interface with visual editor for advanced automated scenarios
• Multi-channel automation (emails, SMS, WhatsApp, WhatsApp, push notifications, chatbot, social networks)
• Integrated CRM with contact tracking and lead scoring
• Unlimited contact storage
• Ready-to-use scenarios and advanced segmentation

Price: Free up to 300 emails/day, paid offers from €6/month

Active Campaign: Versatility and accessible power

ActiveCampaign is a marketing automation software designed for small and medium businesses. It combines tools fromEmail marketing, ofsales automation And of CRM.

Thanks to drag-and-drop constructor And to customizable templates from ActiveCampaign, you can create basic and custom automation scenarios in a few minutes.

Advantages:

• Automation Map: visualizing the connections between your scenarios
• Advanced email segmentation and personalization
• A/B testing tools and detailed reporting
• Powerful email template generator
• Responsive support with live chat

Price: Starting at $15/month (basic offer)

• Lite: $9.99/month for 3 users
• Plus: $49/month for 25 users, with CRM and scoring
• Professional: $129/month for 50 users, with predictive sending
• Enterprise: $229/month, unlimited users and personalized support

Hubspot: The all-in-one marketing platform

HubSpot Is a famous all-in-one marketing automation platform that simplifies sales process. Like the other platforms on this list, HubSpot offers no-code tools to create automated scenarios very simply. It is also a solution that offers a Full CRM and many others marketing tools Like theemailing Or the Live chat.

Advantages:

• All-in-one tool (CRM, automation, SEO, SEO, emailing, advanced reporting)
• Code-free interface, easy to learn
• Native integrations with numerous third-party tools
• Rich library of courses and educational resources
• Multilingual interface
• Advanced lead tracking features

Price: Marketing Automation available from €792/month (+ €2,930 integration fees)

• Starter: 46€/month, max 1000 contacts
• Professional: 740€/month, full automation features
• Enterprise: 2990€/month, advanced features and customization

Webmecanik: The power of French open source

Webmecanik is presented as the first French marketing automation publisher based on technology Open source Mautic. The Code is accessible and belongs to The whole community of the tool.

Advantages:

• French solution based on Mautic open source technology
• Numerous integrations with other solutions (Salesforce, Pipedrive, Eventbrite...)
• Good email deliverability
• GDPR compliance with data hosting in France
• Certificates: ISO 27018, ISO 9001, ISO 9001, ISO 27001, ISO 22301

Price: Starting at 400€/month for the business offer, including all functionalities and support on request. The price varies according to the size of your contact base.

Plezi: B2B marketing automation specialist

Plezi Is a B2B marketing automation software that allows undertakings to generate qualified prospects for their salespeople.

Strengths:

• French software specialized in B2B lead generation
• “Intelligent campaign” for automated lead nurturing without complex workflows
• Interface available in French and English
• “Happiness Factory” support program
• Alert system for optimizing your content

Price:

• Plezi Plus: €169/month, limited to 1000 contacts
• Iron: 599€/month, advanced features included

Marketing automation is not just a trend, but a strategic lever radically transforming the efficiency of your Content marketing.

By automating repetitive tasks, personalizing user journeys, and providing valuable insights, it allows you to focus on what really matters: creation of high added value content responding to specific needs of your prospects and customers.

Do you need to assess the maturity of your marketing automation strategy? We are here !