How to implement Marketing Automation in Your business: a beginner's guide

Marketing automation may sound like something reserved for large corporations with massive budgets. Nothing could be further from the truth. Today, even small businesses can benefit from modern tools to attract customers, save time, and operate more professionally. In this guide, we’ll show you how to implement marketing automation in your business—clearly, practically, and without marketing jargon.

Why marketing automation is essential for modern businesses

Today’s audiences are bombarded with hundreds of messages every day. Information, offers, images, fake alerts—the stream of content seems endless. So how do you ensure your marketing messages reach potential customers in this jungle of information? Unfortunately, traditional marketing methods are no longer enough. A strategically designed marketing automation system is now essential.

The implementation of such strategies enables automatic planning, launching and analyzing of marketing campaigns. Instead of manually sending emails, managing social media posts or segmenting databases, systems perform these tasks automatically. This allows marketing teams to focus on more strategic activities.

Automation systems also eliminate human errors and allow faster responses to customer behavior. For example, it is possible to immediately send welcome messages, abandoned cart reminders or offers based on the customer’s previous purchases.

Thanks to integration with CRM systems and analysis of behavioral data, automation allows the creation of personalized shopping paths. Properly tailored messaging increases customer engagement and the effectiveness of sales activities.

Research conducted by Invesp shows that companies using marketing automation report as much as a 451% increase in the number of qualified leads compared to companies that do not use it. At the same time, Forrester Research reports that well-implemented marketing automation can bring up to a 14.5% increase in sales productivity and a 12.2% reduction in marketing costs.

Step 1: clarify your goals and success metrics

Sales and Marketing Intelligence (SMI) is not just a trendy phrase, but a complete set of tools, technologies, and best

Before diving into tools, configuring workflows, or choosing a marketing platform, start with the basics. Ask yourself a simple question: why do you want to implement marketing automation? Is your goal to generate more leads? Improve post-sale customer service? Increase customer retention?

Without clearly defined objectives, it will be difficult to measure effectiveness or choose the right tools and processes. A good approach is to use the popular SMART methodology, which states that goals should be Specific, Measurable, Achievable, Relevant, and Time-bound. An example of a well-defined goal might be: “Increase lead-to-customer conversion rate by 20% within the next six months by launching automated email campaigns.”

At the same time, define the KPIs you’ll use to track progress. Depending on your objectives, these may include:

Lead conversion rate – how many leads actually become paying customers.
Cost per lead – how much it costs to acquire a qualified lead.
Average nurturing time – how long it takes to convert a lead into a customer.
Automation campaign ROI – the return on investment from your automated marketing efforts.

Well-defined goals and metrics form the foundation for a successful implementation. They not only help monitor progress but also enable you to react and optimize quickly when needed.

Step 2: map your customer journey and key touchpoints

To be effective, marketing automation must be embedded in the real-life experiences of your customers. Its value grows when it’s aligned with the actual customer journey—from the first interaction with your brand to the point when a customer becomes a loyal advocate.

Start by understanding how your customer journey unfolds: where the interaction begins, what information they seek, what influences their decisions, and when they take action (e.g., signing up for a newsletter, joining a webinar, or making a purchase). These moments are called touch points—and each one presents an opportunity for automation.

A typical journey may begin with a click on a Google ad or a social media post. That’s the awareness stage. If the user downloads an ebook or signs up for a newsletter, they enter the interest stage. Attending a webinar or reading a product comparison blog signals consideration. The purchase is the decision point, and follow-up emails with tips or exclusive offers drive loyalty.

Each of these stages is an opportunity to automate specific actions, such as:

email campaigns with relevant content,
on-site push notifications,
triggered remarketing campaigns,
personalized content based on user behawior.

This is how you build a workflow—a logical, automated sequence of actions that guides the customer and increases engagement. It’s a way to make your marketing more precise, efficient, and context-aware.

Step 3: choose the right marketing automation platform

There are many marketing automation platforms on the market. From basic email-sending tools to advanced enterprise-grade solutions that support omnichannel campaigns and real-time data integration. However, choosing the right tool is much more than comparing feature lists—it’s a strategic decision tailored to your specific business needs and goals.

Several factors should guide your choice. First is ease of use. Even the most advanced tool is ineffective if your team can’t use it efficiently. Make sure the interface is intuitive and that setting up campaigns doesn’t require weeks of training.

Second is integration with your existing tech ecosystem. Your automation tool should integrate smoothly with your CRM, e-commerce platform, CMS, and analytics tools. Only then can you truly automate based on current customer behavior data.

Equally important is scalability—especially if you expect to grow rapidly. Choose a platform that can grow with your business and offer more advanced features as your needs evolve.

Of course, cost matters too. Rather than going for a top-tier solution just because it has everything, it’s better to evaluate your real needs and match them with functionality. Look for flexible pricing models and tools that offer modular growth.

At RITS, we take a comprehensive approach to this process. We implement advanced omnichannel marketing automation strategies using leading global platforms—Salesforce, Adobe, Oracle, Synerise, and HubSpot. By combining data, automation, predictive modeling, and AI, we create environments where communication is not only consistent and cross-channel, but above all—effective.

Our implementations are always tailored to the industry, digital maturity, and business objectives of each company. We offer not just technical support but also pre-built, proven automation scenarios that reduce time-to-value and minimize risk.

Step 4: build your first workflows and campaigns

Now it’s time for practical setting up automation workflows. Don’t start by building dozens of complex scenarios. Begin with a few simple, effective ones:

Welcome new subscribers – a welcome email with a discount code.
Abandoned cart reminders – follow-up emails with items left in the cart.
Lead nurturing – a series of educational emails triggered by a download (e.g., ebook).
Reactivation of inactive customers – a win-back campaign with a special offer.

Each workflow should include elements of personalization and segmentation to maximize effectiveness. It’s a proven way to boost engagement. According to Campaign Monitor, trigger-based emails have an average open rate of 45.7%, compared to below 25% for standard newsletters.

Step 5: integrate your CRM and data sources

Marketing automation best practices hinge on access to complete, up-to-date, and well-organized customer data. That’s why integrating your CRM with communication tools is crucial. When both systems work together, it becomes possible to create highly targeted campaigns that meet real user needs.

Your CRM is the hub of customer knowledge. It holds data on purchase history, previous interactions, sales funnel stages, and engagement levels. Merging this with automation tools helps you respond to customer behavior in real time—e.g., sending a message when someone returns to your site or changes status in your system.

For online stores, integration with your e-commerce platform is just as critical. It enables automated post-purchase emails, abandoned cart reminders, and product recommendations based on previous purchases. These actions increase revenue and enhance the customer experience.

CRM and automation integration only works well if your data is clean. That means regular updates, duplicate removal, and standardized records. When the system runs on high-quality data, it delivers better results with less manual effort—and greater precision.

Step 6: test, measure, and optimize continuously

Marketing automation implementation is a skill that improves over time. Don’t expect your first workflow to be perfect. The process demands continuous testing and refinement. The key to success is regularly analyzing results and being ready to make changes.

What should you track?

open rates,
click-through rates,
conversions (purchases, sign-ups),
customer lifetime value,
campaign ROI.

Use these metrics to test different variables—subject lines, send times, CTAs, or the structure of your email sequences. Sometimes, a small tweak like adjusting the timing by a few hours can dramatically improve results.

Start simple, scale smart

Marketing automation for beginners doesn’t have to be complicated. A “start simple, scale smart” strategy works best. This means:

begin with high-impact, easy-to-execute campaigns (e.g., abandoned cart, welcome email).
test tools and performance indicators.
then, move on to more advanced scenarios, dynamic content, or lead scoring.

This gradual rollout helps avoid chaos and allows you to build a system that truly supports your business goals. Marketing automation is a journey—but a well-thought-out strategy enables steady, scalable, and effective growth.

Warsaw, August 14, 2025

Interested in the effective marketing automation? Get in touch with us! At RITS, we know everything there is to know!

We’ll help you choose the marketing automation solution that best fits your business goals and technical infrastructure, run all the necessary tests, and handle the implementation — seamlessly integrating it with your existing systems and workflows.

Aleksander Zamoyski, New Business Account Manager at RITS Professional Services, will be happy to share his expertise: a.zamoyski@rits.center.

Let’s stay in touch!