What Is Marketing Automation and Why Does It Matter to You?
Marketing automation technology first appeared about 15 years ago to allow marketers to more effectively and efficiently accomplish tasks. Automation allows companies to analyze, standardize, and generally streamline a wide range of marketing tasks and workflows.
Companies that use marketing automation have a 107% better lead conversion rate and 40% greater average deal size, according to the Aberdeen Group.
How Do I Learn Marketing Automation?
The problem faced by many marketers looking to implement automation is that the topic seems too broad and technologically nuanced to tackle.
But, rest assured, that isn't so! All you need to get started with marketing technology are the right resources to move you from greenhorn to automation wizard.
Marketing Automation Reading Materials
Looking to start your journey with self-education? There is no shortage of guides, books, and articles online and in stores for marketers looking to get their hands on information about automation.
Marketing Automation for Dummies
Yes, it may sound cheesy, but the 2014 book, written by Pardot Marketing Automation Evangelist Mathew Sweezey, is an outstanding practical guide to implementing automation. It discusses working with the marketing lifecycle, evaluating your assets, lead nurturing, lead scoring, and applying automation to everything from social media to drip emails in the traditional Dummies format.
Marketing Automation Simplified: The Small Guide to Big Ideas
This Eloqua e-book breaks marketing automation down to examine the core elements of modern marketing strategy. You will gain insight into how to refine your targeting, engagement, analysis, and conversion methods while also learning about the role technology plays in achieving all that.
The Definitive Guide to Marketing Automation
This nine-part, hundred-page guide from Marketo covers numerous topics, including "common features in marketing automation" and "why is marketing automation so hot right now?" It is available to download for free from the company's site.
Chief Marketing Technologist Blog
The blog is written by Scott Brinker, president and CTO of Ion Interactive. He offers insights from his years of experience with marketing technology. The Chief Marketing Technologist Blog discusses marketing automation's impact on strategy, management, and culture.
Marketing Automation Certifications
One of the best ways to attain a thorough understanding of a subject is to become certified in it, and luckily that applies to automation. Here are just some of the online courses to marketers looking to gain expertise—and prove it.
HubSpot Inbound Marketing Certification
As an inbound marketing giant, HubSpot is one of the best sources to look to for marketing courses of all kinds. Its basic inbound certification, which is free, covers all of the necessary basics you need to get started. The five-hour course is followed by a certification test, making for a valuable investment without an overwhelming time commitment.
Salesforce Pardot Certified Specialist
Salesforce Pardot's course is another good choice for automation certification in the context of more specific software. You can take the exam remotely or in one of Pardot's offline testing centers after using its knowledge base and study guide. Unlike some other certifications, this course is paid ($200), but it's worth the price for those marketers interested in becoming a Pardot specialist.
This technical certification course from Marketo University is tailored to Marketo customers and partners, as it validates competency in the use of the company's software. Priced at $225, the certification is recommended for more seasoned marketers with 1-2 years of prior experience with both automation in general and Marketo itself.
User Groups
User groups, which are created by marketers with similar interests or goals, can be a great place to find mentors and other users willing to provide help. Some also provide free resources, including trainings and workshops. Some of the larger names are covered here.