Marketing automation is the process of automating and scaling repetitive marketing tasks. Businesses rely on marketing automation software, or email marketing software, to help them do this. Marketing automation platforms also enable companies to analyze the success of their marketing efforts. Most marketing automation systems are built around campaigns. Leads in the marketing database can be nurtured with relevant, personalized content.

Marketing automation campaigns are more complex than batch and blast email campaigns. Campaigns can involve digital channels beyond email, such as social media, SMS, landing pages, etc. They can also be designed with complex logic. This is the automation piece. Users can segment leads, personalize messages, and trigger events (like sending an email or updating a record) based on lead behavior. Once a campaign is over, reporting tools can measure its performance. This tells marketers what worked well and what did not.

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