Marketing Automation: What Is It And How Do You Get Started?

What is marketing automation?

Marketing automation is the process of automating various marketing tasks, such as lead generation, lead nurturing, and onboarding. In other words, it helps attract potential customers, nurture leads until they’re ready to buy, and guide new customers after their purchase.

These processes are automated using triggers within the software you choose.

What are triggers in marketing automation?

Triggers in marketing automation are actions that set off an automated response based on a lead’s or customer’s behavior. Here are a few examples:

• New registration → Automatically send a welcome email
• Abandoned shopping cart → Send a reminder with a discount or additional information
• Lead opens an email but doesn’t click → Follow up with a different approach
• Customer makes a purchase → Start an onboarding sequence with helpful tips

Integrate marketing with a CRM system

A CRM (Customer Relationship Management) system is the foundation of effective marketing automation. Without a CRM, you lack the overview and data necessary to execute targeted, automated marketing actions.

A CRM collects all interactions with your leads and customers: emails, website visits, purchases, and contact moments. It allows you to segment leads and customers into groups based on behavior, interests, or purchase history. This ensures that you send only relevant messages, avoiding the risk of bombarding everyone with the same content.

A CRM also tracks actions like subscriptions, email clicks, or purchases. With this data, you can automatically send follow-up messages.

Why automation is a smart choice

Companies are focusing more on automating processes and tasks.

• In just five years, a large portion of business processes will be automated
• It’s expected that by 2030, a third of work will still be done by humans, a third by humans and machines together, and a third by autonomous machines
• Currently, 50% of B2B marketers are already using marketing automation

Want to stay competitive? Start looking at which processes you can automate now. CRM and marketing automation are an easy first step.

How to get started with CRM and marketing automation

1. Choose a CRM + marketing automation tool that fits your business

Start by selecting software that allows you to track customer data and automate marketing actions. If you’re looking for a CRM designed specifically for SMEs and freelancers, FlowQi CRM is a great choice.

2. Collect leads and build your contact list

The next step is to start collecting leads and storing them in your CRM system.

You can generate leads through:

• A sign-up form on your website
• Free giveaways (e-books, checklists, mini-courses)
• Pop-ups or exit-intent forms
• Social media and ads with a clear call to action

Pro tip: Link your website and registration forms directly to your CRM to ensure new leads are automatically added.

3. Segment your leads and customers

Segmenting your leads and customers allows you to send more targeted, relevant messages.

• Create lists or tags based on behavior (e.g., new leads, customers, interested parties)
• Add filters like industry, location, or previous interactions
• Use lead scoring to identify those most likely to convert into customers

4. Set up automated emails and workflows

Now it’s time to automate your marketing. Start with the simplest workflow: the welcome email.

• Choose your email marketing tool, such as FlowQi Email Marketing or another platform
• Create a subscription form on your website for your newsletter or free giveaway
• Set up an automatic email that new subscribers will receive right after signing up
• Include a short, personalized message and maybe a link to a free download or useful tip

Use triggers to automate actions, such as:

• Someone opens an email but doesn’t click → Send an alternative email
• Someone clicks on a link in the welcome email → Send a follow-up email with more info on that topic

5. Analyze and adjust

Now that everything is running smoothly, how do you make it work even better?

• Test your automations: Are the emails and triggers functioning as planned?
• Analyze the results: Which campaigns are generating the most conversions?
• Improve and automate further: Add new workflows as your business grows

Even if you start small, just start!

Marketing automation can be as simple or as complex as you want it to be. You don’t have to get it perfect right away. Start with a CRM, ensure you’re collecting and following up on leads, and expand gradually.

Sign up for our BETA Program and get free access to our complete CRM system, email marketing tools, and other powerful automation features. Track leads efficiently and save time with automated workflows.