What is Marketing Automation and Does Your Business Need It?
You have probably heard the term marketing automation — but what does it actually mean for a small or mid-sized business in Canada?
What is Marketing Automation?
Marketing automation is software that automatically performs marketing tasks based on triggers, schedules, or conditions — without a human doing it manually each time.
Think of it as a system that watches what your leads and customers do, and responds intelligently. Someone downloads your guide? They automatically receive a follow-up email sequence. A lead visits your pricing page three times? Your sales rep automatically gets notified.
Key Takeaway
Marketing automation does not replace your marketing team. It frees your marketing team to focus on strategy and creativity by handling the repetitive, time-sensitive tasks automatically.
What Can Marketing Automation Actually Do?
- Send automated email sequences to new leads (lead nurturing)
- Score leads based on their behaviour and send hot leads to your sales team
- Segment your contact database based on industry, behaviour, or lifecycle stage
- Trigger personalized messages based on website activity
- Schedule and publish social media posts
- Run A/B tests on emails and landing pages automatically
- Track every touchpoint in a customer's journey
Popular Marketing Automation Platforms
| Platform | Best For | Starting Price (CAD/mo) |
|---|---|---|
| HubSpot | SMBs wanting all-in-one CRM + marketing | Free – $90+ |
| ActiveCampaign | SMBs focused on email automation | ~$30+ |
| Klaviyo | E-commerce businesses | Free – $45+ |
| Marketo Engage | Mid-market and enterprise | $1,000+ |
Is Your Business Ready for Marketing Automation?
Here are the signs you are ready:
- You have a consistent flow of new leads but struggle to follow up with all of them
- Your sales cycle is longer than a week and involves multiple touchpoints
- You are sending the same emails manually over and over
- You have no visibility into which marketing activities are generating revenue
Learn more about our marketing automation services.