Marketing Automation includes software and tactics that allow companies to streamline, automate and measure marketing tasks and workflows. This way they can increase operational efficiency and grow revenue faster.
These technologies and software are used in many modern marketing processes, for businesses of all types. These include business-to-business (“B2B”) as well as business-to-consumer (“B2C”) organizations.
Marketing Automation helps companies to streamline their whole marketing activities. It becomes essential with the increasing number of channels, marketers are required to manage. In particular, these processes all require:
- A central marketing database to collect all relevant data, including detailed prospect and customer interactions and behaviors enabling companies to deliver the right message to the right user.
- An engagement marketing engine to create and manage marketing processes and conversations across online and offline channels.
- An analytics engine to test, measure and optimize marketing ROI (return-on-investment) and impact on revenue.
The most common features of Marketing Automation are Email Marketing, Landing Pages, Campaign Management, Prediction and Scoring, Lead Management, CRM (Customer-Relationship-Management) Integration, Social Marketing and Marketing Analytics.