Simply put, marketing automation is a systematic way to offer the right information to the right people at the right time. Marketing automation software allows a company’s marketing department or agency to design and implement workflows that lead a prospect down the path from a top of funnel (TOFU) offer through lead conversion to purchase decision.
It involves automating tasks across multiple channels like a company’s website, landing pages, email and social media. Actions are triggered by planned sequences and/or customer behavior. When done right, it keeps nurturing relationships and turns the “buyer” into the “raving fan” promoting your business and gaining you new opportunities.
Marketing automation is more than just CRM or email. It’s an intelligent, automated approach that is scalable and works with your sales cycles and teams.