A Quick Guide for Marketing Automation!

    marketing automation guide

    New technologies and tools are constantly pushing the boundaries of marketing, for enterprises in all verticals and sectors.  Automation and AI are at the forefront of this transformation. Finance is one of the industries that can make the most out of integrating AI and Automation in their marketing technologies stack. Let us see how these tools deliver the most effective marketing tools in this sector.

    These tools need a humongous amount of data to function efficiently. Being an early adopter of digital technologies, the financial sector typically has huge customer databases and market insights available.

    The financial sector thrives on data. They use their market data to deliver top-notch customer service. Additionally, they also have to analyze daily trends to stay competitive in their industry.

    Organizations in the finance sector are embracing AI and automation tools to deliver top-notch customer service. AI tools and chatbots can help clients in many ways, especially for their service excellence.  For instance, automation has helped clients of financial brands to do many everyday activities from the comfort of their homes. For instance, they can have a bot help them  to open a checking account online easily without the intervention of a financial advisor.

    It is one of the most effective ways to enhance the client’s digital experience. A great experience is often the best marketing strategy in this sector.

    Report By Technavio
    Source: Technavio

    Marketing decision-makers in the financial sector have started exploring opportunities to embrace automation in their technology stack to enhance their workflow as well. In this playbook, let’s explore the opportunities for finance businesses to embrace marketing automation in their tech stack.

    The Importance of Marketing Automation for Financial Organizations

    Leveraging automation tools will help the marketing teams to eliminate repetitive tasks. It is an effective way to enhance pre-sales operations and offer a customized experience to clients. Following are the ways resources in the financial sector can leverage automation tools for marketing:

    • Deliver omnichannel marketing strategies. It is an effective way to ensure the sales team has a consistent stream of leads in their pipeline for conversion.
    • Send customized messages to clients from different verticals. Financial organizations can even tailor the message based on the different pain points of their users. The tailored message should portray how the services meet their particular needs.
    • Embracing the best cloud-based CRM with automation will help businesses centralize their customer data. This approach will ensure effective customer relationship management and real-time customer interaction.
    • Integrating automation, such as AI chatbots, will reduce the workload of customer service agents.

    Ways to Embrace Marketing Automation in the financial sector:

    Messaging and Email marketing:

    For financial organizations, messaging and email can be an effective tool. Automated marketing tools enable a much more optimized, faster and more accurate marketing communication process.  Businesses that integrate automation in their marketing strategies will be able to complete their task in almost half the time required to finish.

    Automation tools also allow better marketing outreach by enabling segmentation of customers.   Their speed and accuracy helps marketing teams of the financial sector to correctly identify customer segments and hence deliver personalized messages to them.  Marketing teams of financial organizations can segment their audience based on their preference for types of services.

    Web Landing Pages and Customization of the content:

    Using automation tools will enable financial businesses to customize and enhance their website or landing page content. This strategy is one of the most effective ways to optimize the user experience. Thus, it helps improve the campaign results. For instance, organizations can run an A/B testing approach to evaluate their marketing campaigns. Based on the results, marketing teams can align their campaigns to have better conversion rates.

    Automation helps businesses create, deliver, and test variations of pages to check which one works the best. The best tools will allow developers to create dynamic web forms to optimize the lead-capturing processes and monitor behavioral data to customize the future content on the website.

    Analytics and Reports

    Gone are the days when reporting and analytics were a human-driven task that was time-consuming. Reports and analytics play a crucial role in every finance business. Embracing AI and automation in the FinTech stack will enable businesses to reduce the workforce workload. Leveraging AI and automation in the FinTech stack will help the marketing teams focus on crucial tasks like delivering top-notch customer service or executing data-driven strategies. It is one of the most efficient ways to get actionable inputs to improve the overall efficiency.

    Benefits of Embracing Marketing Automation in the FinTech stack.

    There are immense benefits to integrating marketing automation into the Fintech stack. One of the most significant benefits is to streamline marketing operations and efforts. The following are the core benefits:

    Better Leads Funnel:

    Resources working in the financial sector have a huge number of prospects to churn. Most of the time, either they are not sales-qualified leads or will not necessarily close. Embracing AI and automation in the FinTech stack will increase the probability of getting sales-qualified leads through predictive lead scoring. The best tools will even help to nurture the lead based on their stage in the customer lifecycle.

    Operational Efficiency:

    Finance professionals have a huge number of manual tasks that they have to execute daily. The tasks vary from booking an appointment, nurturing the leads, and analyzing the campaign performance across all the marketing channels. The various applications of automation financial institutions can save time and use it to accomplish more productive tasks.


    One-size-fits-all marketing campaigns will not deliver the expected results. It is more likely that clients will take products and services from brands that customize the offers for them.

    Personalization can go beyond just customizing the names in the email. Leveraging the best marketing automation tools will help financial organizations to customize at scale. The right tools will help to deliver product recommendations and ads based on their preferences and needs. It is one of the most effective ways to increase the conversion rate by addressing the pain points.

    Customer Retention:

    Acquiring new customers has substantially more costs than retaining an existing client. Embracing automation in the FinTech stack will help businesses to optimize their customer retention efforts.

    Businesses can automate the post-sales nurturing to enhance the customer journey. One of the most effective ways to enhance customer support is by integrating AI-based live chats for automated responses and reducing the client’s time to resolve their queries. Customer satisfaction is one of the core reasons why financial organizations should embrace automation in their FinTech stack. Embedding marketing automation will help financial advisors identify and seize upselling and cross-selling opportunities.


    Marketing automation tools can drive revenue and productivity for financial firms. They will enable them to deliver top-notch customized brand experiences. Integrating the right tools helps to nurture the clients and engage with them irrespective of the size of the team.

    Organizations need to have an effective automation strategy, with the right technical integrations. This strategy should target the right customer segmentation to deliver personalized marketing campaigns. Moreover, it is crucial to deliver the campaigns constantly to get results with less manual effort.