(Surprise! It's more than you think!)


(Surprise!  It's more than you think!)

For the most part, marketers have used marketing automation solely for demand generation purposes and have not fully realized how to leverage their existing technology to extend to branding and customer marketing needs.

However, the same tactics used for demand generation can also be applied to other marketing disciplines. And the same technology – marketing automation – makes your strategic execution consistent, repeatable, scalable, and measurable, while ensuring a consistent customer experience.


Create profitable relationships with potential customers by delivering the value and information they want at every touchpoint through the buyer’s journey. Each function within the marketing team has a different role to play...and marketing automation can help at every stage.



Brand marketing tasks can include public, press, analyst, shareholder, and influencer relations; CorpComms; social media; advertising; events and sponsorships; and content marketing.


Demand tasks and responsibilities can include marketing activities such as lead generation and nurturing, lead scoring, sales alignment, content marketing, and field marketing.


Strategies and tactics can include customer satisfaction, retention & loyalty programs, upsell & cross-sell, community-building, and advocacy – to increase customer lifetime value.

Brand Marketing

Branding relies on strategically communicating your brand’s voice and positioning. It’s the promise you make to customers, and it needs to infuse every stage in your company’s growth and your customer’s lifecycle. Marketing automation helps you get your messaging out, and keep tabs on how the market, press, and analysts engage with your brand.

Sample tactics for using marketing automation
to achieve your branding objectives:


  • Score press, analysts, and bloggers so you can see who your most engaged and interested influencers are.
  • Be aware of the pages they visit on your site, what they’re interested in, and the emails (pitches, press releases, events) they are engaging with.
  • Use this intelligence to prioritize who you pitch and what your talk track is.

Press Release Attribution
& CorpComm

  • Create trackable URLs for press releases to tie PR activity back the to lead-to-revenue process.
  • Look at multi-touch attribution and how press releases contribute to the sale. 
  • Create and execute internal newsletters, emails, etc. & track employee engagement.
  • Identify and nurture prospective employees.

Brand Identity

  • Make sure your brand is consistent across all teams and all channels.
  • Control the visuals, including brand look and feel, logo usage, and header/footers with marketing automation. 
  • Create approved templates, then distribute them in your media library for other marketing and sales departments to use.


  • Make the most of events.
  • Know who to invite, and manage all communications, before and after, with more precision and less effort.
  • Create an automated workflow (save the date, official invite, seats are limited, registration responder and reminders) to make it easy, then re-use and refine the workflow for the next event.


Demand Generation Marketing

Most marketers are already paying attention to all three aspects of marketing: Brand, Demand, and Expand; they just may not be using their marketing automation technology to support branding and expansion as much as they could.

Targeting and personalization, especially in the service of lead nurturing, are very effective. And thanks to new digital technologies, account-based marketing is becoming an option for mid-market companies. 

Sample tactics for using marketing automation
to achieve your demand generation objectives:

Attract Potential

  • Improve your organic search ranking by running SEO audits on your web pages and landing pages.
  • Schedule social promotions of your pages, content, and forms.
  • Run AdWords programs targeted at look-alike traffic.  
  • Add website visitor alerts so your sales team knows when a prospect, is on your site … even on a particular page.

Convert Website
Visitors to Sales Leads

  • Use lead capture forms to turn website traffic into actionable leads for your sales teams.
  • Test landing page copy, headlines and calls to action to discover what works the best.
  • Integrate a CRM, so that as soon as leads qualify or take some action that indicates sales-readiness, they flow to your sales team for follow up.

Prioritize and Nurture

  • Implement a lead scoring program that ranks prospects based on their engagement with your brand, and on profile characteristics.
  • The sales teams can follow up with the hottest leads first, leaving lowering scoring leads to marketing to nurture with automated email programs.
  • Educate and nurture leads with relevant content and resources.

Enable Better

  • Integrate your marketing automation into your CRM, if you use one.
  • Sales can then see a detailed history of each contact, including their website activity, email clicks, media downloads, video views, and more.
  • With this insight, sales can understand the pain points and interests of each prospect, and have the most relevant conversation.


Customer (Expand) Marketing

Expand marketing includes customer onboarding, retention, loyalty and advocacy programs, and upselling. It can help you reduce churn, improve customer satisfaction scores, and increase customer lifetime value. 

Sample tactics for using marketing automation
to achieve your customer marketing objectives:

New Customer 
Onboarding & Education

  • Refine your onboarding to the most effective process, and automate it with 30-, 60-, and 90-day on-boarding drip programs.
  • Help customers expand their use of your product.
  • Use newsletters and new feature announcements to keep your customers in the loop, and let them know their satisfaction matters.

Customer Retention:
Usage & Surveys

  • Use webinars to introduce new features or new ways of using existing ones; help your customers become power users.
  • Automate all the communications around these online events.
  • Measure product consumption and trigger communication based on feature/non-feature use.
  • Deploy surveys and invite your customers to analyze the results.

Upsell &

  • Leverage marketing automation, CRM, and ERP data to understand when a buyer is ready for an upsell.
  • Look at pages visited, datasheets downloaded, and contract renewal information and payment history, and tie it to engagement data to understand when to reach out for an upsell or cross-sell.

Advocacy &

  • Apply a score to  customer behavior and engagement to understand who your advocates and most loyal customers are.
  • Apply a score for webinar attendance, event registration, emails opened, references given, user groups attended, etc.
  • The higher the lead score, the more likely that customer will be a brand advocate.

Marketing automation can help tie shared goals and measurements of success together - integrating this vision throughout the entire customer lifecycle. Harness and activate the power of data-driven strategy with marketing automation to drive leads, build your brand, and deliver a customer experience that sets you above the competition.

Interested in Learning More?

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Act-On is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace to address the needs of the customer experience, from brand awareness and demand generation, to customer loyalty. With Act-On, marketers can drive better business outcomes. 
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