5 Ways to Use Marketing Automation to Improve Team Efficiencies in 2024

Gwen Shields


In marketing, there are a lot of moving parts. Implementing automation across your B2B marketing efforts can help your team streamline processes and make data-driven decisions. I recently interviewed with Authority Magazine about all things marketing automation and wanted to expand on some of the tips mentioned in that article. Here they are!

What Is Marketing Automation?

Marketing automation involves deploying software to handle routine marketing tasks, such as sending follow-up emails and triggering lead notifications.

Zapier is the holy grail of marketing automation that helps busy marketers “create intricate workflows that enhance efficiency and reduce the risk of errors. It’s the ultimate time-saving, error-reducing, and productivity-boosting tool.”

Here are 5 ways to use marketing automation to your team’s benefit in 2024. ⬇️

5 Ways to Use Marketing Automation to Improve Team Efficiencies

  1. Seamless Data Transfer for Informed Decision-Making
  2. Automated Reporting for Consistent Insights
  3. Optimizing Customer Engagement
  4. 360-Degree Campaign Monitoring for Insights
  5. Tracking Lead Source Attribution for Informed Strategy

#1. Seamless Data Transfer for Informed Decision-Making

When teams have the right information, they can make smart choices for their business plans. In 2023, using data automation is a big deal, and it’s going to stay important for businesses going into 2024. You can use marketing automation to gather, link and share data between marketing, sales, product development, and customer support.

For example, through platforms like Zapier, marketing automation allows for transferring incoming lead data across multiple platforms. This integration of lead generation forms, clients’ CRMs and our own internal tracking database allows us to track how forms and campaigns are performing. When your data is all in one place, it’s easier to keep your team aligned and your strategy on target.

#2. Automated Reporting for Consistent Insights

One benefit of using marketing automation is that it can generate reports for clients. With the help of tools like Power My Analytics, you can gather data about how your campaigns are performing and even the health of your website. You can also use Google Looker Studio to show this information visually.

Tracking through these platforms allows for precise updates using real-time data. The real-time data will help you identify trends and optimize your efforts. These reports will save your marketing and sales teams time, allowing them to build relationships with customers and drive revenue.

#3. Optimizing Customer Engagement

Making customers feel special is a key part of building a strong brand and keeping long-term relationships with them. Even marketing automation can help you better humanize your brand. How?

Marketing automation helps your team segment customers based on what they do and what they like. This way, you can send them the right messages at the right times. For example, with HubSpot, you can create personalized email nurture and schedule them. This personal touch makes customers happier and increases loyalty. It also makes your job easier because you can be more precise and aim at the right people.

#4. 360-Degree Campaign Monitoring for Insights

Marketing automation allows your team to monitor your marketing campaigns from every angle. This includes email, social media, paid advertising and more. At Altitude, we created a dashboard using Zapier, Google Looker Studio and Power My Analytics. This dashboard showcases campaign performance, audience engagement, and conversion rates. It centralizes the data for our team and clients so that we can ensure that our campaigns are targeting the right audiences. Also, clients enjoy it because it includes real-time data they can access anytime.

By having a 360-degree view of your campaigns, your team can identify areas that need improvement, test different approaches, and optimize your strategy. With this level of visibility, you can maximize your return on invest.

#5. Tracking Lead Source Attribution for Informed Strategy

Keeping track of lead source attribution is important to know which marketing campaigns and channels bring in leads. Generating leads means knowing where they come from. Tools like Attributer can assist in finding out where each lead comes from. Then, you can create a pathway that shows the origins of your leads by connecting sources to your website and monitoring ad performance. Using this information will help your team make wise decisions when they’re figuring out how to spend their marketing budget on ads and channels.


Marketing automation is an essential tool in the modern marketer’s arsenal. It simplifies work, automates tasks and offers immediate data insights. It can boost a team’s effectiveness and return on investment. By following these five strategies for using marketing automation, your team can stay ahead of the competition in 2024. So why delay?

Gwen Shields

As Altitude’s COO, Gwen Shields oversees client-facing systems and processes to improve service and retention, ensuring production operations run smoothly and effectively. Her exceptional problem-solving skills and technical knowledge allow Gwen to understand and guide Altitude’s core base of technology-focused clients.
Gwen earned her bachelor’s degree in engineering from the University of Pennsylvania and worked in information systems and tech sales before becoming a part of Team Altitude in 2008.