Marketing automation: how to automate for better scaling in 2025?

In 2025, marketing automation is becoming a strategic priority for marketing teams under pressure. With the explosion of communication channels, formats and customer touch points, it's becoming impossible to manage everything manually without compromising quality or responsiveness. 

Marketing automation makes it possible to orchestrate campaigns efficiently, centralize data and trigger targeted actions seamlessly and continuously. By automating repetitive tasks, teams gain in time, precision and performance. Today, it's one of the most powerful levers for scaling without increasing resources.

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Marketing automation: definition

Marketing automation encompasses the techniques and tools used to automate repetitive marketing actions. The aim is simple: to save time, improve campaign accuracy and focus teams on strategic tasks.

Initially focused on emailing and CRM, marketing automation has evolved to cover the entire customer journey. Today, it can orchestrate complex scenarios: nurturing, dynamic segmentation, lead scoring, automated content publication, or data synchronization between tools such as a PIMCMS or CRM.

Thanks to marketing automation, teams can automatically trigger personalized campaigns based on user behavior, update content in real time or steer multi-channel flows without manual intervention. It's an essential lever for effective scaling while maintaining message quality and consistency.

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Product data quality: the cornerstone of marketing automation

Product data quality is a fundamental pillar of any successful, scalable marketing automation strategy.

Product content: at the heart of marketing strategy

Product content is at the heart of marketing communications: detailed descriptions, attractive visuals and precise information all condition the customer experience and directly influence the conversion rate. 

Without reliable, consistent product data, automated campaigns lose relevance, which can damage brand image. That's why it's essential to centralize this information in a single, structured repository. This database must be standardized to enable fluid, automatic distribution of content across all channels, whether websites, newsletters, marketplaces or social networks.

PIM, the essential basis for efficient automation

PIM (Product Information Management) is the essential solution for managing this repository. 

It collects, organizes and enriches product data, guaranteeing its quality and consistency across all marketing media. Thanks to this centralization, the PIM feeds directly into the automation platforms, ensuring that marketing automation campaigns use up-to-date, reliable information. 

Without this clean, controlled data base, automation efforts risk producing mediocre or even counter-productive results. The success of marketing automation depends above all on the quality and rigorous management of product data.

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Quable x Make: an application for automation without coding

The native integration between Quable and Make offers a powerful solution for automating marketing processes without the need for advanced technical skills. 

Make is a no-code platform renowned for its ability to easily orchestrate complex workflows by connecting different applications. This synergy enables marketing teams to rapidly automate time-consuming tasks, while retaining control of product data centralized in Quable.

With Quable x Make, workflows can be triggered automatically each time a product is added or updated in the PIM. For example, automatic synchronization of content with a CMS, emailing solution or DAM ensures smooth, error-free distribution. What's more, notifications can be sent to teams, or marketing tasks created automatically to facilitate action follow-up. 

This accessible and intuitive approach enables all marketing teams, even non-technical ones, to gain in efficiency and agility thanks to marketing automation.

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How do you develop a marketing automation strategy?

To guarantee the success of marketing automation, you need to automate intelligently, monitor performance and train your teams effectively.

Automation with meaning: choosing the right tasks

To achieve lasting success in marketing automation, it's crucial not to try to automate every task, but rather those that add real value and streamline processes. Automation must be thought through sensibly, targeting repetitive, low-value steps, while leaving room for human intervention in strategic decisions.

Implement scalable processes and measure performance

Setting up scalable processes is essential to adapt automation to business and technological developments. Clear performance indicators are also needed to measure automation efficiency, identify areas for improvement and adjust workflows accordingly.

Train teams and combine tools, data and methods

Training teams in the logic of marketing automation is another key lever. This skill-building encourages autonomy and the ability to manage tools, while stimulating innovation. Finally, combining the right tools, rigorous data management and a solid methodology is the recipe for high-performance, agile and sustainable marketing automation.

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Make the most of marketing automation

Marketing automation has become an essential lever for marketing teams wishing to scale their operations while optimizing their resources. 

By leveraging quality product data via a PIM like Quable, and integrating no-code platforms like Make, teams can automate efficiently without technical complexity. 

To achieve lasting success, it's essential to automate wisely, monitor performance and train teams. So, by combining tools, data and methods, marketing automation becomes a genuine gas pedal of agile, sustainable growth.