Help & support
- Marketing automation services make marketing activity scalable for businesses and give valuable customer insights
- Using a customer relationship management (CRM) system helps reduce manual work with repeatable workflows and automated customer journeys.
- Creativity, data and consistency are the key elements in a strong marketing strategy.
Q: What are marketing automation systems and why do they matter?
A: Marketing automation systems – such as CRM platforms, automated email flows and repeatable customer-journey tools – help reduce manual work and keep your marketing consistent. By automating routine tasks, you can better understand what your audience responds to. That way, you’re able to scale your activity and free up more time for creativity.
When May Pike founded her gourmet marshmallow business, Cloud Theory, in 2018, she sold exclusively at farmers’ markets in Adelaide. Now, her product is stocked in Woolworths and Costco stores around Australia. A key part of her growth has been a consistent and effective marketing plan.
“Marketing is one of the most important aspects of running a business but it’s often the most overlooked,” she says. “In today’s world – where there’s so much noise – it’s not just about who has the best product, it’s about who tells their story the loudest and most consistently. The business that communicates clearly and frequently is generally the one that gets noticed.”
Q: How has your marketing strategy evolved and grown over the years?
A: “When I first started Cloud Theory, all it took to attract attention was a well-lit photo of our marshmallows,” says May. “They were so unique and visually beautiful that they stood out instantly.
“But over time, social media became saturated with stunning desserts and handcrafted treats so visuals alone weren’t enough. Now, we focus heavily on video content, storytelling and personal connection. I show up on camera more often, narrate voiceovers and speak directly to our audience – because customers tend to buy from people they trust.”
Q: What marketing automation tools have you built into your business?
A: “Email marketing has been one of the most powerful tools for us and we use a CRM system to make it so much easier. It’s brilliant for automating customer journeys, segmenting and tracking engagement, which helps us understand what our audience truly responds to.”
Q: How important is it to have repeatable workflows and automated systems for marketing?
A: “It’s incredibly important. Having marketing systems in place saves so much time and energy in the long run. Yes, it takes effort to set them up properly but once you do, you’ll have a clear roadmap that keeps your strategy consistent. It removes the constant feeling of having to ‘reinvent the wheel’ and allows you to focus your creative energy where it matters most.”
May’s 3-step marketing strategy
“A great marketing strategy comes down to finding a balance between these three things,” says May.
1. Creativity: Speak directly to your audience, be authentic, show up in your content and tell the stories that people connect to.
2. Data: Use your insights, gathered from all your channels, to understand what’s working and learn where to focus your efforts.
3. Consistency: Keep showing up. It’s your job to drive awareness and get your product off the shelves and the way to do that is by repeating your message often and clearly.