We use essential cookies to make Venngage work. By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.

Manage Cookies

Cookies and similar technologies collect certain information about how you’re using our website. Some of them are essential, and without them you wouldn’t be able to use Venngage. But others are optional, and you get to choose whether we use them or not.

Strictly Necessary Cookies

Always Active

These cookies are always on, as they’re essential for making Venngage work, and making it safe. Without these cookies, services you’ve asked for can’t be provided.

Show cookie providers

  • Venngage
  • Amazon
  • Google Login
  • Intercom

Functionality Cookies

These cookies help us provide enhanced functionality and personalisation, and remember your settings. They may be set by us or by third party providers.

Show cookie providers

  • Venngage
  • Chameleon
  • Intercom
  • Algolia

Performance Cookies

These cookies help us analyze how many people are using Venngage, where they come from and how they're using it. If you opt out of these cookies, we can’t get feedback to make Venngage better for you and all our users.

Show cookie providers

  • Venngage
  • Mixpanel
  • Intercom
  • Google Analytics
  • Hotjar

Targeting Cookies

These cookies are set by our advertising partners to track your activity and show you relevant Venngage ads on other sites as you browse the internet.

Show cookie providers

  • Google Ads
  • Google Tag Manager
  • Facebook
  • Pinterest
  • Product
  • Templates
  • Learn
  • Pricing
Educational Resources
Help Center
Help Center

Enhance Your Social and Visual Strategies Through Marketing Automation

Written by: Ann Smarty

Nov 16, 2021

It almost goes without saying that marketers must generate leads. Interactions in social media pose a challenge because their connection to lead nurture isn’t always easy to see.

Marketing automation (MA) software can help marketers manage their lead generation efforts and leverage the power of social media.

What Is Marketing Automation?

Marketing automation software provides a comprehensive overview of marketing campaigns. Marketing automation platforms host creative assets and automatically launch campaigns based on CRM segmentation or prospects’ digital behavior. 

They record the traffic from various communications channels, including social media, and also score leads. ROI reporting is a key benefit — MA tools provide statistics on marcom’s contribution to closed deals.

How Marketing Automation Vendors Are Incorporating Social Media

What does that look like, exactly?

Marketing automation solutions incorporating social media may do one or more of the following:

  1. Capture information shared in social channels and add it to a contact’s profile
  2. Use social sign-in for quick response on landing pages
  3. Enhance your email marketing strategy: Use “social sharing” features in emails to encourage recipients to share content
  4. Embed social feeds or videos into landing pages
  5. Track the contribution of social sites to website traffic
  6. Monitor conversations by prospects on key social channels
  7. Manage updates to major social channels (automated posting)
  8. Adjust lead scoring to reflect social conversations

Integrating Social Media in MA Isn’t Just Trendy – It’s Smart

Now let’s get to the point – why should we focus on effectively using social media features in MA tools? Because …

Integrating social media into marketing automation improves demand generation effectiveness.

Consider these benefits:

  1. Improved data to measure social media ROI. MA reports provide insight into social media’s influence on campaign performance.
  2. Deeper information on prospects and customers. Social profiles help Sales understand prospects as individuals and help Marketing identify key influencers in the social space.
  3. A more complete view of prospects’ digital behavior. Data about which web pages a prospect visited, or which emails he opened, is more accurate when coupled with information about which social sites he used while considering your product.
  4. Greater awareness of your published content. The personal nature of social sharing complements the more impersonal distribution through search optimization.
  5. Greater brand awareness through enhancing your digital business card
  6. Reach more buyers and engage more prospects. Social sharing features allow you to leverage the power of viral marketing to reach contacts outside your CRM.
  7. Be able to predict a social media reputation crisis or a malware attack. Social media automation is one of the fundamentals to pro-active and intelligent safety.

I hope we’ll see the day when virtually all marketers use automation tools. These platforms provide marketers with ways to work smarter and do a better job. Plus, we’ll dodge a few headaches. That’s a win in everyone’s book!


  1. Marketing automation (MA) software helps marketers track and nurture leads by integrating data from various channels like email, website, and social media. This provides a more complete view of prospects and helps calculate campaign ROI.
  2. Major MA platforms are incorporating social media by capturing social data to enrich contact profiles, using social sharing features in emails, tracking social site contributions to website traffic, and monitoring prospect conversations on social channels.
  3. Integrating social media data into MA improves demand generation by providing a better measurement of social ROI, deeper prospect information, a more comprehensive view of digital behavior, increased content awareness through sharing, and expanded reach and engagement.
About Ann Smarty

Ann Smarty is the co-founder of Smarty Marketing as well as the founder of Viral Content Bee. Ann has been into Internet Marketing for over a decade, she is the former Editor-in-Chief of Search Engine Journal and contributor to prominent search and social blogs including Small Biz Trends and Mashable. Ann is also the frequent speaker at Pubcon and the host of a regular Twitter chat #vcbuzz.