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Guides and Templates

B2C marketing automation best practices guide

Our Definitive Marketing Automation Guide

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.

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.

Resource Details

About the authors

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

Jordie van Rijn

Jordie van Rijn

Jordie is an independent email and eCRM marketing consultant. Entrepreneur Magazine titled him “One of 50 Online Marketing Influencers to Watch”. Brands like Unilever and KLM turn to him for advice. He is the founder of an international platform for Email and Marketing Automation Software selection.  Next to helping companies improve their marketing results, he is often asked as a trainer and keynote speaker. His practical and enthusiastic approach is contagious and will have you sending better emails the next day.

Dr. Dave Chaffey

Dave ChaffeyDave is co-CEO and co-founder of Smart Insights. He is editor of the 100 templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources used by our premium members in more than 80 countries to Map, Plan and Manage their digital marketing.

For his full profile, or to connect on LinkedIn or other social networks, see the About Dave Chaffey profile page on Smart Insights. Dave is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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:


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The B2C marketing automation best practices guide is included in the

Email marketing and marketing automation Toolkit

Individual or Business members can access this and 15 other guides and templates in this toolkit

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