I have next step email drafts setup for all my prospects. We use HubSpot to do our marketing automation, so as soon as my client opened my post-sale email with the new proposal attached; I was notified. I triggered the email that has been lying in wait. End result: he opened it instantly and we’ve set up a follow-up meeting for next week.
Selling has changed in the digital age, but very few sales people/organisations have taken full advantage of these advances. I thought I’d share a few ways I use automation on a daily basis to close more deals in my pipeline.
What Is Marketing Automation?
Marketing automation has fundamentally changed the way modern sales teams operate, but very few salespeople and organisations are using it to its full potential.
HubSpot, a leading marketing automation platform, defines it as software and tactics that allow companies to nurture prospects with highly personalised, useful content that helps convert prospects into customers and customers into repeat buyers. It is designed to improve efficiency, increase revenue, and support more consistent customer engagement.
In practice, marketing automation helps sales teams engage the right people at the right time with minimal manual effort.
Below are three ways marketing automation can be used to sell more effectively.
1. Automated Email Sequences for Leads That Haven’t Converted
One of the most effective uses of marketing automation is re-engaging leads that have gone quiet.
For example, within HubSpot, you can segment your contact database to identify people who have previously shown interest but have not yet converted. This might include contacts who:
- Downloaded content in the past six months
- Visited your website but haven’t returned recently
- Engaged with a specific offer but didn’t take the next step
These contacts can then be enrolled into pre-built email sequences designed to move them further down the sales funnel.
A typical sequence might include:
- A re-engagement email
- A value-driven follow-up email
- A content offer or call-to-action
As contacts interact with these emails, their behaviour provides insight into their level of intent. This allows sales teams to prioritise follow-ups and focus on warmer leads.
2. Dynamic Website Content and Personalised User Experiences
Marketing automation also allows you to personalise website content based on user behaviour and known contact data.
If a visitor has previously filled out a form or downloaded content, their next interaction with your website can be tailored to their interests or industry.
For example:
- Technology prospects may see tech-related content
- Returning visitors are not shown previously downloaded resources
- Users are guided toward content further along the buyer journey
This creates a more relevant and efficient user experience.
Another key component of this approach is progressive profiling, which ensures users are not repeatedly asked for the same information. Instead, forms gradually collect additional insights over time, such as:
- Industry
- Business challenges
- Role or seniority
This builds a more complete customer profile while reducing friction in the conversion process.
3. Using Marketing Automation for Recruitment
Marketing automation is not limited to sales and lead generation, it can also be used for recruitment.
In many organisations, attracting talent is just as important (and sometimes more difficult) than acquiring customers.
Automation tools like HubSpot can be used to:
- Send targeted email sequences to potential candidates
- Track email engagement and website visits
- Monitor which pages candidates interact with
- Score candidate interest based on behaviour
Based on these interactions, candidates can be segmented and followed up accordingly. For example, those who do not engage with the first email can be sent a follow-up message with a stronger value proposition.
Structured sequences like this can significantly increase response rates and help identify high-potential candidates more efficiently.
Final Thoughts
Marketing automation enables sales teams to work smarter by combining data, timing, and personalisation.
When used effectively, it helps businesses:
- Re-engage dormant leads
- Deliver personalised website experiences
- Improve recruitment processes
- Increase conversion efficiency
While setup and implementation require planning, the long-term benefits in terms of sales performance and scalability make marketing automation a powerful tool for modern businesses.
For teams focused on growth, automation is no longer optional, it is a core part of a high-performing sales and marketing system.
