Why are marketing automation tools important?

February 1, 2022 | 3 minute read
Text Size 100%:

Marketing is hard; that’s a fact. Marketers have a million things going on at once—from generating a campaign strategy that produces high-quality leads to increasing brand awareness. Adding to marketers’ already full plates, the B2B buyer journey has changed. In our digitally dominated age, quality information is easy for buyers to access on their own, giving sales fewer opportunities to interact with customers and influence their decisions.

Gartner estimates that B2B buyers in the consideration stage only spend 17% of their time meeting with potential providers? And, when B2B buyers are comparing multiple providers, they only spend 5% or 6% of their time with sales representatives from each company.

Why are marketing automation tools importantIf you think that sounds like a lot to juggle, you’re right. Luckily, new marketing automation tools can help alleviate some of the pressure by taking care of the time-consuming, low-level tasks that pull marketers away from high-level, hands-on work. In a broad sense, automation in digital marketing creates more efficient and effective marketing campaigns and processes.

This article discusses the various types of marketing automation tools and describes the marketing automation benefits associated with each.

What is marketing automation in simple terms?

Firstly, let’s dive into why marketing automation is important. The core purpose of digital marketing automation is to make it easier for a marketer to do their job. The marketing automation process involves using a marketing automation tool or tools to manage various tasks associated with complex marketing campaigns, including:

Premium marketing automation tools have AI capabilities, enabling marketers to easily generate, store, and analyze advanced marketing analytics based on insights derived from collected data. In short, marketing automation is important because it streamlines the marketing process while providing accurate data and actionable insights to inform marketing decisions.

Types of marketing automation tools

Now that you have a better understanding of what marketing automation is and why it’s important, let’s review the uses of marketing automation tools. This section will also explain how different types of digital marketing automation tools benefit your marketing strategy and business as a whole. Here are just a few examples of common automation tools:

Campaign automation tools

Marketing automation tools streamline the management of multi-channel campaigns through one platform.

Email automation tools

Email automation enables marketers to create, schedule, and send targeted email campaigns to the right people at the right time.

Marketing analytics automation tools

Marketing analytics automation tools store campaign performance data one place and analyze it to measure marketing ROI and other key performance indicators.

Lead management automation tools

Lead management automation tools understand the most influential touchpoints in the marketing and sales funnels and move them into other stages or programs.

Learn more about each of these types of marketing automation tools.

Why invest in marketing automation?

The benefits of marketing automation tools are extensive and impressive. In a recent report, Gartner found that 80% of marketing organizations agree that using a marketing automation platform leads to better marketing metrics calculation and analysis. Of course, simply investing in a marketing automation tool does not guarantee success. You need to invest in the right tool and partner with a service provider that works with you to ensure smooth deployment.

Gartner: 80% of marketing organizations agree that using a marketing automation platform leads to better marketing metrics calculation and analysis.

You can experience all of that and more with Oracle Eloqua Marketing Automation. Oracle Eloqua is an all-in-one solution dedicated to more than just automation. The dynamic interface allows you to leverage data to direct every aspect of your marketing strategy. Marketing managers have to handle 10 times the amount of data they used to—Oracle Eloqua makes that data easy to manage while maintaining security and generating unprecedented insights into your analytics.

Interested in seeing Oracle Eloqua in action? Review some of our most successful marketing automation examples in these case studies. To experience Oracle Eloqua for yourself, try our free demo and discover what advanced marketing automation can do for you.


Oracle Content Marketing Team

Oracle's Advertising and CX Content Marketing team aligns content strategy, creation, and amplification across global Advertising and CX marketing and collaborators.

Previous Post

The ROI of investing in customer loyalty

Jennifer Ajer | 3 min read

Next Post

4 Reasons businesses are switching to a headless CMS

Karma Bennett | 7 min read