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What is Marketing Automation?

Marketing Automation is a technology that automatically manages marketing processes and multi-functional campaigns across multiple channels.


Marketing automation allows companies to engage customers with automated messages via email, web, social media, and text. Messages are sent automatically, according to instructions named workflows. Workflows can be defined by templates, created from scratch, or modified during a campaign for better results.

When talking about automation, some might think that this means you can not reach every target customer. But fact is, it is just the opposite. Marketing automation supports the personalization of content and enhances the relevance to each defined target audience.

At this point, it is still important to note that in order to make proper use of marketing automation and its automated personalization features, a proper definition of buyer personas must be performed in an earlier step in order to adress specific target groups. 

Marketing and sales departments use marketing automation to automate online marketing campaigns and sales activities to both increase revenue and maximize efficiency.

Marketing automation helps with lead generation, nurturing and scoring, as well as measuring overall ROI on campaigns. The time and cost-saving effects of automation increase as a company grows in size and complexity.