What is Marketing Automation?

Marketing Automation is a subset of customer relationship management (CRM) or customer experience management (CXM) that focuses on the definition, segmentation, scheduling and tracking of marketing campaigns. The use of marketing automation makes processes that would otherwise have been performed manually much more efficient and makes new processes possible. Marketing Automation can be defined as a process where technology is used to automate several repetitive tasks that are undertaken on a regular basis in a marketing campaign.

Marketing Automation platforms allow marketers to automate and simplify client communication by managing complex omnichannel marketing strategies from a single tool. Marketing Automation assists greatly in areas like Lead Generation, Segmentation, Lead nurturing and lead scoring, Relationship marketing, Cross-sell and upsell, Retention, Marketing ROI measurement. Effective marketing automation tools leverage data from a separate or integrated CRM to understand customer impact and preferences.

Marketing Automation is software that helps marketers to do create efficient online and offline campaigns. It's part of CRM suite and people usually integrate it with their salesforce application and marketing website. The Marketing Automation platform allows marketers to automate and simplify customer communication by managing multi communication channels. This includes personalized email, dynamic web pages, digital banners, social media and more. People use it for lead generation, segmentation and nurturing and lead scoring. Post-sales marketers also use Marketing Automation for cross-sell, upsell and retention marketing. In