{"id":25712,"date":"2026-03-03T22:21:23","date_gmt":"2026-03-03T20:21:23","guid":{"rendered":"https:\/\/pointofnew.at\/glossary\/marketing-automation\/"},"modified":"2026-03-06T15:36:40","modified_gmt":"2026-03-06T13:36:40","slug":"marketing-automation","status":"publish","type":"page","link":"https:\/\/pointofnew.at\/en\/glossary\/marketing-automation\/","title":{"rendered":"Marketing Automation"},"content":{"rendered":"<div style=\"background:#f0f4f8;padding:20px 24px;margin-bottom:32px;border-radius:12px;\">\n<p style=\"font-weight:700;font-size:1.1em;margin-bottom:8px;\">Key Takeaways<\/p>\n<p><strong>Marketing automation<\/strong> refers to the use of software and technology to automate recurring marketing tasks\u2014from email campaigns and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\">lead nurturing<\/a> to personalised customer communication. For <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\">SMEs<\/a>, marketing automation is the key to <a href=\"https:\/\/pointofnew.at\/en\/glossary\/scaling\/\">scaling<\/a>: it enables you to run a professional <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a> with limited resources, systematically qualify leads, and reduce <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">customer acquisition costs<\/a>. <\/p>\n<\/div>\n<nav style=\"background:#fff;border:1px solid #e2e8f0;padding:16px 24px;margin-bottom:32px;border-radius:8px;\">\n<p style=\"font-weight:600;margin-bottom:8px;\">Table of Contents<\/p>\n<ul style=\"list-style:none;padding:0;margin:0;\">\n<li style=\"padding:4px 0;\"><a href=\"#definition\" style=\"text-decoration:none;color:#0e6b99;\">1. Definition: What is marketing automation?<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#funktionen\" style=\"text-decoration:none;color:#0e6b99;\">2. Core functions and use cases<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#vorteile\" style=\"text-decoration:none;color:#0e6b99;\">3. Benefits for SMEs and mid-sized businesses<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#tools\" style=\"text-decoration:none;color:#0e6b99;\">4. Tools and platforms<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#praxisbezug\" style=\"text-decoration:none;color:#0e6b99;\">5. Practical perspective: Marketing automation in mid-sized businesses<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#schritt-fuer-schritt\" style=\"text-decoration:none;color:#0e6b99;\">6. Step-by-step: Implementing marketing automation<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#faq\" style=\"text-decoration:none;color:#0e6b99;\">7. Frequently Asked Questions<\/a><\/li>\n<li style=\"padding:4px 0;\"><a href=\"#verwandte-begriffe\" style=\"text-decoration:none;color:#0e6b99;\">8. Related Terms<\/a><\/li>\n<\/ul>\n<\/nav>\n<h2 id=\"definition\">1. Definition: What is marketing automation?<\/h2>\n<p><strong>Marketing automation<\/strong> is the use of specialised software to automate, measure, and optimise marketing processes. The goal: automate repetitive tasks, enable personalised customer communication at scale, and make the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a> more efficient. <\/p>\n<p>At its core, marketing automation streamlines the journey from an anonymous website visitor to a qualified lead and ultimately a customer. Instead of nurturing every lead manually, you define rules and workflows: if a visitor downloads a white paper, they automatically receive an email sequence with relevant content. If they open certain emails and visit the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/pricing-strategy\/\">pricing page<\/a>, they are marked as &#8220;sales-ready&#8221; and handed over to the sales team.  <\/p>\n<p>Marketing automation is not a substitute for strategy\u2014it is an accelerator. Without clear <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">buyer personas<\/a>, a well-thought-out <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-strategy\/\">content strategy<\/a>, and a defined <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">sales funnel<\/a>, you are only automating chaos. <\/p>\n<h2 id=\"funktionen\">2. Core functions and use cases<\/h2>\n<h3>2.1 Email automation<\/h3>\n<p>Automated email sequences (drip campaigns) are the backbone: welcome sequences for new leads, nurturing sequences with value-added content, re-engagement for inactive contacts, and follow-ups after <a href=\"https:\/\/pointofnew.at\/en\/glossary\/touchpoint\/\">touchpoints<\/a>.<\/p>\n<h3>2.2 Lead scoring and qualification<\/h3>\n<p>Automatic lead scoring based on behaviour (email opens, page visits, downloads) and profile (industry, company size, role). When the score reaches a threshold, the lead is handed over to sales as an MQL or SQL. <\/p>\n<h3>2.3 Landing pages and forms<\/h3>\n<p>Creating and testing <a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\">lead generation<\/a> pages with forms that write data directly to the CRM and automatically trigger workflows.<\/p>\n<h3>2.4 Personalisation<\/h3>\n<p>Dynamic content based on customer data: personalised emails, tailored website content, segment-specific offers. Personalisation demonstrably increases the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rate<\/a>. <\/p>\n<h3>2.5 Reporting and analytics<\/h3>\n<p>Automated reports on <a href=\"https:\/\/pointofnew.at\/en\/glossary\/kpi-key-performance-indicator\/\">KPIs<\/a>: open rates, click-through rates, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rates<\/a>, pipeline value, <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a> per channel. Data-driven decisions instead of gut feeling. <\/p>\n<h2 id=\"vorteile\">3. Benefits for SMEs and mid-sized businesses<\/h2>\n<ul>\n<li><strong>Scaling without hiring<\/strong>: Automated processes can nurture hundreds of leads at the same time\u2014a team of 1\u20132 people can run a funnel that would otherwise require 5+ employees.<\/li>\n<li><strong>Consistent <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-experience-cx\/\">customer experience<\/a><\/strong>: Every lead receives the same quality of support\u2014no leads fall through the cracks.<\/li>\n<li><strong>Measurability<\/strong>: Every activity is measurable. You know exactly which campaigns generate leads and customers. <\/li>\n<li><strong>Lower <a href=\"\/glossar\/cac\/\" style=\"color:#1a5276;text-decoration:none;\">CAC<\/a><\/strong>: More efficient lead qualification means sales speaks only with the most promising leads.<\/li>\n<li><strong>Better <a href=\"https:\/\/pointofnew.at\/en\/glossary\/retention\/\">retention<\/a><\/strong>: Automated post-purchase sequences strengthen customer loyalty and activate <a href=\"https:\/\/pointofnew.at\/en\/glossary\/upselling\/\">upselling<\/a>.<\/li>\n<\/ul>\n<h2 id=\"tools\">4. Tools and platforms<\/h2>\n<p>Choosing the right tool depends on company size, budget, and requirements:<\/p>\n<ul>\n<li><strong>For SMEs (getting started)<\/strong>: Mailchimp, ActiveCampaign, Brevo (formerly Sendinblue)\u2014affordable, easy to use, and sufficient for most requirements.<\/li>\n<li><strong>For growing companies<\/strong>: HubSpot (all-in-one: CRM + automation + content), Zoho\u2014good value for money.<\/li>\n<li><strong>For enterprise<\/strong>: Salesforce Marketing Cloud, Marketo, Pardot\u2014powerful, but complex and expensive.<\/li>\n<\/ul>\n<p>For B2B <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sme-digitization\/\">SMEs<\/a>, HubSpot has become the de facto standard because it combines CRM, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\">content marketing<\/a>, email automation, and sales tools in one platform.<\/p>\n<h2 id=\"praxisbezug\">5. Practical perspective: Marketing automation in mid-sized businesses<\/h2>\n<p>In the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/mittelstand-innovation\/\">DACH mid-market<\/a>, marketing automation is still significantly underrepresented\u2014an opportunity for early movers:<\/p>\n<ul>\n<li><strong>Problem<\/strong>: Leads are managed manually in Excel, follow-ups are forgotten, and there is no systematic qualification.<\/li>\n<li><strong>Solution<\/strong>: Even simple automation (welcome email, 3-part nurturing sequence, reminder for an initial call) significantly increases professionalism and <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion<\/a>.<\/li>\n<\/ul>\n<p><strong>Practical example:<\/strong> An <a href=\"https:\/\/pointofnew.at\/en\/glossary\/innovation-consulting\/\">innovation consultancy<\/a> implements HubSpot: visitors to the <a href=\"\/glossar\/geschaeftsmodell-innovation\/\" style=\"color:#1a5276;text-decoration:none;\">glossary<\/a> download a whitepaper \u2192 5-part email sequence with practical examples \u2192 lead score increases through opens and clicks \u2192 at a score of \u2265 50 points: automatic notification to the consultant \u2192 personal initial call. Result: 3x more qualified initial calls with the same traffic. <\/p>\n<h2 id=\"schritt-fuer-schritt\">6. Step-by-step: Implementing marketing automation<\/h2>\n<ol>\n<li><strong>Build the foundation<\/strong>: Define <a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\">buyer personas<\/a>, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\">funnel stages<\/a>, and the <a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\">customer journey<\/a> before you automate.<\/li>\n<li><strong>Choose a tool<\/strong>: Start simple\u2014for most SMEs, ActiveCampaign or HubSpot Free\/Starter is sufficient.<\/li>\n<li><strong>Build your first automation<\/strong>: Start with a welcome sequence for new leads (3\u20135 emails over 2 weeks).<\/li>\n<li><strong>Set up lead scoring<\/strong>: Define points for actions (email opened: 5 points, pricing page visited: 20 points, initial call booked: 50 points).<\/li>\n<li><strong>Expand nurturing workflows<\/strong>: Segment-specific sequences, trigger-based emails (e.g., after webinar attendance), re-engagement for inactive leads.<\/li>\n<li><strong>Measure and optimise<\/strong>: Track open rates, click rates, <a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\">conversion rates<\/a>, and pipeline contribution. <a href=\"\/glossar\/a-b-testing\/\" style=\"color:#1a5276;text-decoration:none;\">A\/B test<\/a> subject lines and content.<\/li>\n<\/ol>\n<div style=\"background:linear-gradient(135deg,#1e3a5f,#2563eb);color:#fff;padding:2rem;border-radius:12px;margin:2rem 0;text-align:center;\">\n<h3 style=\"color:#fff;margin-top:0;\">Automate and scale your marketing?<\/h3>\n<p style=\"font-size:1.1rem;\">We help you implement marketing automation strategically\u2014from tool selection and funnel setup to your first automated lead pipeline.<\/p>\n<p><a href=\"https:\/\/pointofnew.at\/en\/business-model-innovation-services\/\" style=\"display:inline-block;background:#fff;color:#1e3a5f;padding:0.75rem 2rem;border-radius:8px;text-decoration:none;font-weight:600;margin-top:0.5rem;\">Request Consultation Now \u2192<\/a>\n<\/div>\n<div itemscope=\"\" itemtype=\"https:\/\/schema.org\/FAQPage\">\n<h2 id=\"faq\">Frequently Asked Questions (FAQ)<\/h2>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">What does marketing automation cost for an SME?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Costs vary widely: entry-level solutions such as Mailchimp or Brevo start at \u20ac0\u201330\/month. ActiveCampaign starts at \u20ac49\/month, HubSpot Starter at \u20ac45\/month. For a professional setup including strategy, workflows, and content, you should budget a one-off \u20ac3,000\u201310,000 for external support. ROI is typically achieved within 3\u20136 months.   <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">Can marketing automation replace personal sales?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">No\u2014marketing automation does not replace personal sales; it makes it more efficient. Automation takes over the time-consuming pre-qualification and nurturing of leads, allowing sales to focus on the most promising contacts. In B2B, the personal conversation remains decisive for closing.  <\/p>\n<\/div>\n<\/details>\n<details itemscope=\"\" itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" style=\"background:#eaecee;border-radius:8px;margin-bottom:0.75rem;overflow:hidden;\">\n<summary itemprop=\"name\" style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;\">How can I prevent automated emails from feeling impersonal?<\/summary>\n<div itemscope=\"\" itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\" style=\"padding:0 1.2rem 1rem;color:#2c3e50;\">\n<p itemprop=\"text\">Three keys: first, segmentation\u2014send only relevant content to the right audience. Second, personalisation\u2014use name, industry, and behaviour for dynamic content. Third, tone\u2014write like a helpful advisor, not like a salesperson. The best automated emails feel like personal messages.   <\/p>\n<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">What marketing automation workflows should every B2B company have?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Essential workflows include welcome sequences for new subscribers, lead nurture paths based on content downloads or behavior, re-engagement campaigns for inactive leads, event follow-up sequences, and customer onboarding automations. Add abandoned cart or trial expiration reminders for SaaS products. Most companies start with 3-5 core workflows, then expand. Personalization and segmentation (by industry, role, company size) significantly boost performance.<\/div>\n<\/details>\n<details style=\"background:#eaecee;border-radius:8px;padding:0;margin-bottom:0.75rem;\">\n<summary style=\"padding:1rem 1.2rem;font-weight:600;cursor:pointer;color:#2c3e50;list-style:none;\">How do I get started with marketing automation on a limited budget?<\/summary>\n<div style=\"padding:0 1.2rem 1rem 1.2rem;\">Start with email automation using affordable platforms like Mailchimp, ActiveCampaign, or HubSpot&#39;s free tier. Focus on 1-2 high-impact workflows like welcome series and lead nurturing rather than trying to automate everything. Use simple triggers based on email engagement or form submissions before investing in complex behavioral tracking. Many SMEs see 15-25% conversion improvements from basic email automation alone, then expand to more sophisticated tools as ROI justifies investment.<\/div>\n<\/details>\n<\/div>\n<h2 id=\"verwandte-begriffe\">8. Related Terms<\/h2>\n<div style=\"display:flex;flex-wrap:wrap;gap:8px;margin-top:12px;\">\n<a href=\"https:\/\/pointofnew.at\/en\/glossary\/lead-generation\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Lead Generation<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/sales-funnel\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Sales funnel<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/content-marketing\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Content Marketing<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/conversion-rate\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Conversion Rate<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/customer-journey\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Customer Journey<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/buyer-persona\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Buyer Persona<\/a><a href=\"\/glossar\/cac\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Customer Acquisition Cost (CAC)<\/a><a href=\"\/glossar\/a-b-testing\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">A\/B Testing<\/a><a href=\"https:\/\/pointofnew.at\/en\/glossary\/kpi-key-performance-indicator\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">KPI<\/a><a href=\"\/glossar\/digitales-marketing-kmu\/\" style=\"display:inline-block;background:white;border:1px solid #d5d8dc;border-radius:20px;padding:0.4rem 1rem;margin:0.3rem;color:#1a5276;text-decoration:none;font-size:0.95em;\">Digital Marketing for SMEs<\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Key Takeaways Marketing automation refers to the use of software and technology to automate recurring marketing tasks\u2014from email campaigns and lead nurturing to personalised customer communication. For SMEs, marketing automation&hellip;<\/p>\n","protected":false},"author":1,"featured_media":24529,"parent":25140,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-25712","page","type-page","status-publish","has-post-thumbnail","hentry"],"featured_image_src":"https:\/\/pointofnew.at\/wp-content\/uploads\/2025\/07\/Point-of-New-Business-Model-Innovation-Benedikt-Hasibeder-scaled.png","_links":{"self":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25712","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/comments?post=25712"}],"version-history":[{"count":8,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25712\/revisions"}],"predecessor-version":[{"id":28281,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25712\/revisions\/28281"}],"up":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/pages\/25140"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media\/24529"}],"wp:attachment":[{"href":"https:\/\/pointofnew.at\/en\/wp-json\/wp\/v2\/media?parent=25712"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}