Marketing Automation

We believe marketing automation is the key to success for any B2B or B2C enterprise. We are experienced at automating the process of acquiring leads, converting them into customers and building loyalty in pretty much any platform.

Marketing automation.

Marketing automation is the practice of automating the process of attracting leads, converting them into paying customers and building loyalty over time with limited manual intervention.

Benefits of marketing automation.

While there are many benefits to implementing marketing automation, we feel the following are some of the most important:

  • Reducing staffing costs by automating repetitive tasks
  • Reducing errors (people miss things, computers don’t)
  • Improving deal close rates and average deal values
  • More effective, personalised and relevant communication
  • Increasing customer lifetime value.

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Our experience.

We are experienced at implementing and managing a range of marketing automation systems for B2B and B2C companies of all sizes, including the following platforms:



Drip is a cost-effective and easy to use automation platform that includes forms, powerful workflows, Facebook custom audience integration, broadcasts and sophisticated campaigns. Drip is ideal for e-commerce businesses, especially those that us Shopify, WordPress and Magento.

Visit Drip →


Intercom is a leading ‘heads-up’ chat tool that includes email marketing, in-app messaging, a knowledge base and user onboarding. Intercom particularly well suited to Saas applications that need to support leads and customers.

Visit Intercom →
pardot salesforce


Pardot is a Salesforce marketing automation tool, specifically designed for B2B. It includes a drag-and-drop workflow builder, landing pages and forms. Pardot is very powerful but requires some coding for landing pages and forms.

Visit Pardot →


Hubspot is a highly regarded marketing management system. It is comprehensive and more than just marketing automation. It includes forms, campaigns, landing pages, chat, SEO tools and much more. It’s very powerful but can be difficult to use effectively, not to mention expensive.

Visit Hubspot → (formerly UserEngage) is a sophisticated marketing system. It includes forms, custom HTML elements, chat, email marketing, SMS marketing, call centre, drag and drop workflows, basic CRM, analytics and more. It’s a very powerful tool but can be complicated. Much of the implementation is via Google Tag Manager.

Visit →


ActiveCampaign is another well-regarded marketing platform that we feel is best suited to smaller B2B companies that need basic CRM functionality. Their workflows are good but not as powerful as others on the market and often third-party integrations are required.

Visit ActiveCampaign →

We also have plenty of experience with MailChimp, CampaignMonitor,, Ontraport, Autopilot, Infusionsoft, GetReponse and others. It’s a crowded market!

Marketing automation examples.

B2B examples

Some example applications of B2B marketing automation include:

  • Prospect and lead scoring
  • Tagging prospects by the products they are interested in
  • Segmenting lists based on customer lifecycle
  • Tailoring newsletter and web content based on prospect interests (e.g. changing website copy dynamically)
  • Sales automation (e.g. notify the sales team when users exhibit likely purchasing behaviour)
  • User onboarding
  • Customer support
  • Live chat for sales teams (e.g. send triggered messages based on behaviour).

B2C examples

Some example applications of B2C automation include:

  • Abandoned cart reminders and offers
  • Birthday offer promotions
  • Welcome popups and first purchase campaigns
  • Tagging people based on products browsed for remarketing
  • Adding visitors to remarketing audiences based on their purchase lifecycle
  • Exit-intent popups.
story bridge adventure climb marketing automation testimonial

Paper Planes helped us implement ActiveCampaign, including importing over 20,000 users from our previous email system. Now everyone at Story Bridge Adventure Climb is able to see exactly what each of our climbers has done and what campaigns they have received.

Matthew Walker Marketing Manager, Story Bridge Adventure Climb

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Marketing automation FAQ.

What is marketing automation?

Marketing automation is the practice of automating the process of attracting leads, converting them into paying customers and building loyalty over time with limited manual intervention.

What are the benefits of marketing automation?

Benefits of marketing automation include reducing staffing costs by automating repetitive tasks, reducing errors (people miss things, computers don’t), improving deal close rates and average deal values, more personalised and relevant communication and, increasing customer lifetime value.

What are some great B2B marketing automation tools?

Some of the best B2B marketing automation tools include Hubspot, Intercom, and Pardot.

What are the best eCommerce marketing automation tools?

Two of the best ecommerce marketing automation tools are Drip and Klaviyo.

Marketing automation blogs.