What is marketing automation?

Marketing automation is all about using technology to automate marketing activities. Many marketing departments automate repetitive tasks such as email marketing, social media posting, and even ad campaigns — not just for the sake of efficiency, but so they can provide a more personalized experience for their customers. The technology of marketing automation makes these tasks easier.

Marketing automation solves this problem. It enables companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster. This category of software tech is designed to allow organizations to more effectively market on multiple channels and automate repetitive tasks. Marketing automation enables many modern marketing practices, including lead generation, segmentation, lead nurturing and scoring, relationship marketing, cross-sell and upsell, retention, return on investment (ROI) measurement, and account-based marketing.