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In case you’re not aware of the term, marketing automation refers to technology that can automatically streamline and measure common marketing tasks such as lead generation, segmentation, customer retention and ROI measurement.In theory, this can increase operational efficiency, minimise the cost of labour and ultimately grow revenue faster.However, question marks remain as to whether marketing automation actually works. Sure there are benefits to implementing this technology, but there are drawbacks as well.

When marketing automation works

Through marketing automation, routine and repeatable tasks like managing leads, ranking prospects and managing a comprehensive database are effectively taken care of. A great example of marketing automation working is Amazon. When you click on a product, its marketing automation software kicks into life and presents the prospective buyer with personalised content based on what they are viewing or previously bought.

This kind of automation not only provides the customer with a better user experience, it also allows the business to evaluate the effectiveness of site content in real time.

When marketing automation doesn’t work

 Just like SEO, marketing automation has been adopted as an industry buzzword. Several people believe that it solves every single problem or annoyance associated with turning prospects into satisfied customers. However, this means that generating inbound leads is often completely forgotten about. Even though you can buy lists of leads to nurture, they often turn out to be an irrelevant and unfruitful audience. There is every chance of attracting a few quick customers fairly easily, but long-term future success is far from guaranteed.

Getting the right balance

 Therefore, it is crucial to remember that market automation does not necessarily generate leads for you, but it can help identify and nurture quality prospects. From these potential customers, marketing automation can help deliver personalised content with behavioural data and tools based on unique interests. Here at PILR Marketing, we aim to deliver straightforward services and processes to help maximise your marketing footprint online. From marketing automation to search engine optimisation and social media management, we pride ourselves on striking the right balance for all our clients.

Is marketing automation right for you?

Are you…

  • Generating a healthy amount of new and qualified leads?
  • Overwhelmed by the number of quality leads you are creating?
  • In agreement with sales and marketing teams about lead conversations?
  • Tracking the body language of digital leads?
  • Interested in scaling a proven lead nurturing strategy?

 If so, get in touch with Dark Peak Digital today to find out how we can help with addressing and answering these questions.



After reading this title, you’re probably thinking that’s not possible. Marketing activities for any size of business takes a lot of time, effort and resources to achieve a successful level of exposure.

Results don’t tend to happen overnight and it can often feel like an uphill struggle to get anywhere. But for each day of the week, it is extremely beneficial if you can find 30 minutes in your busy schedule to take part in an online marketing blitz.

The immediate and influential nature of the Internet means you’ll probably see favourable outcomes in a very short period of time. What’s more, never before have you been able to target specific customers and measure results in such an extensive way.



Implementing and planning marketing campaigns is not an easy undertaking for small businesses, especially if you have little to no budget. You can go down the traditional route of advertising in regional newspapers or posting flyers around the local area, but these techniques can be expensive and have lost their impact in recent years.

This is largely down to the power and potential of the Internet, which opens up a new realm of possibilities for any small business. This level playing field means you can compete with even the biggest corporate rivals in several different ways. Even though budget may be an issue, you can still become a marketing force to be reckoned with.