Our Definitive Marketing Automation Guide

Define best practices and make the business case for Marketing Automation

Email marketing and Marketing Automation Toolkit
This guide is part of a Toolkit with 8 other resources. Find out more?

B2C Marketing Automation Best Practices Guide

 Look Inside

How will this guide to marketing automation help me and my business?

Marketing Automation is a relatively new category of marketing technology combining lead capture, lead scoring, CRM, email marketing, personalisation, re-targeting and analytics. Our guide explains exciting opportunities to deliver more relevant and timely communications to prospects which nurture leads and boost response through the lifecycle.

What does the marketing automation guide cover?

This guide to marketing automation best practices will help you review your options requirements for a marketing automation programme, plan and implement improvements to best practices and select the best vendor to meet these requirements by answering these questions:

  • What is marketing automation?
  • What are the commercial benefits B2C marketers gain from marketing automation that they can use for making the business case?
  • What are the best practices across 10 key techniques of marketing automation?
  • How can we score leads of consumer propensity to buy?
  • How should we nurture our leads to convert more to sale?
  • Which criteria should I use to selection the best marketing automation vendor?

Who is this guide for?

This guide aimed at consumer marketers in businesses with relatively high value or high products or services where extended purchase timeframes can be supported by lead capture and nurturing during the buying process. Examples include:

  • Automotive
  • Travel
  • Financial services
  • Healthcare services
  • Professional services
  • Retail (high value and luxury)

If you’re a B2B Marketer, be sure to check out more recent guide to B2B marketing automation best practices.

About the B2C Marketing Automation Best Practices Guide

About the author

Jordie van Rijn, consultant and publisher of Email Vendor Selection originally produced this guide, it was updated by Dr Dave Chaffey, editor of SmartInsights.com in April 2017

What does the Marketing Automation guide include?

This practice report includes:

  • Explanations of marketing automation concepts
  • Recommendations on requirements to review
  • Best practice tips for implementing marketing automation
  • B2C and B2B examples of marketing automation
  • Research from a range of studies to highlight the potential and challenges of implementing marketing automation software

Many of these approaches will also be of interest to email marketers who can implement these through their systems

Related guides:

This guide to marketing automation best practices for consumer markets will help you review your requirements for marketing automation, select the best vendor and create or review your lead generation and nurturing programme.

Look Inside the B2C Marketing Automation Best Practices Guide

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our B2C Marketing Automation Best Practices Guide includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

Email marketing and Marketing Automation Toolkit

The B2C Marketing Automation Best Practices Guide is part of Smart Insights Email marketing and Marketing Automation Toolkit. With a Smart Insights membership you gain access to, not only this guide, but also the 8 other resources in the toolkit.

..but that’s not all. With an Expert Membership you also gain access to 20 other Toolkits containing 150+ other resources, all available to you. All toolkits are designed to be super- actionable, to help you:

  • Plan - Create a structured plan and roadmap by reviewing your current weaknesses and the opportunities to boost online leads and sales
  • Manage - Review your marketing activities, so that you know where to focus to get the Quick Wins which will make the biggest difference
  • Optimise - Learn the best practices and success factors to help you compete to get better results

So why wait? Get instant access to this guide and see for yourself how easy it is to take your digital marketing—and your career—to the next level with our Toolkits

Learn more about the Email marketing and Marketing Automation Toolkit


Learn more about Expert Membership and get this (and other) toolkits

Instant access. Try it RISK-FREE