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.