Drift reported that 58% of B2B companies don’t respond to sales leads. To combat this issue, marketers can improve sales funnels by automating initial and follow-up touches with prospects and customers, leading to higher revenue.

Pie chart showing 58% "no response" rate of companies

4. Improved engagement or customer service

Automation helps customer service by handling many customer requests or issues in real-time. It is possible to create automated responses to common questions, such as “What is my order status?” or “How do I use Ahrefs’ Content Explorer?”

5. Better analysis and reporting

Automation can provide marketing teams access to data, information, or insights that are easier to interpret.

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For example, Ahrefs’ Rank Tracker contains information that integrates with this Google Data Studio report that lets you monitor your Google rankings and competitors.

Ahrefs' Rank Tracker overview

Now let’s take a look at examples of marketing automation.

Examples of marketing automation

Here are some examples from marketers who use automation to help them improve different aspects of their businesses.

Drip campaigns

Drip campaigns are a series of emails automatically delivered over time that tell a story or educate prospects about a solution or problem.

Here’s an example: Blair Enns, who helps marketing agencies with pricing strategies, created a drip campaign to persuade people to buy his book.

Page showing picture of Blair; in bottom-right corner, visitors can enter contact details to get the first chapter of his book

After you opt in to get a free sample of his book, he sends you a series of emails based on his core message: “Charge more, buy my book.”