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Marketing Automation is using software to automate repetitive marketing tasks. Email sequences that send automatically based on triggers. Social media posts that schedule themselves. Lead scoring that prioritizes your hottest prospects without manual review. Tools like HubSpot, Mailchimp, and ActiveCampaign handle this. The goal is to nurture leads at scale without manually following up with each one.
Using software to automate repetitive marketing tasks. Email sequences that send automatically based on triggers. Social media posts that schedule themselves. Lead scoring that prioritizes your hottest prospects without manual review. Tools like HubSpot, Mailchimp, and ActiveCampaign handle this. The goal is to nurture leads at scale without manually following up with each one.
A free resource you offer in exchange for someone's email address. Could be an ebook, checklist, template, or free tool. The idea is simple: give something valuable away to start a relationship with a potential customer. Good lead magnets solve a specific problem and attract the right audience. Bad ones attract freebie hunters who'll never buy.
The journey someone takes from discovering your business to becoming a customer. Usually described as stages: awareness (they learn you exist), consideration (they evaluate you against alternatives), and decision (they buy or don't). Each stage needs different content and messaging. Most businesses only focus on the bottom of the funnel and wonder why nobody's buying.
How much you spend to get one new customer. Calculate it by dividing total marketing spend by the number of new customers gained. If you spent $1,000 on ads and got 10 customers, your CPA is $100. This is the most important marketing metric because it tells you whether your marketing is actually profitable. If your CPA is higher than what the average customer is worth, you're losing money.
The total revenue you can expect from a single customer over their entire relationship with your business. If a customer spends $50/month and stays for 2 years, their CLV is $1,200. This number determines how much you can afford to spend on acquiring a customer. A business with $1,200 CLV can profitably spend $200 to get a customer. A business with $50 CLV can't.
How much revenue you earn for every dollar spent on advertising. A 4x ROAS means you make $4 for every $1 in ad spend. Different industries have different benchmarks, but most businesses should target at least 3x to be profitable after accounting for product costs and overhead. ROAS below 2x usually means the campaign needs work or should be paused.