Marketing automation is a technology-driven process that streamlines, automates, and measures repetitive marketing tasks to enhance efficiency and improve the overall customer experience. It works by using software and algorithms to perform tasks like lead generation, email marketing, lead scoring, and lead nurturing.
Marketing automation software integrates with a company's existing systems and collects data from various sources such as website analytics, customer interactions, and customer data. This information is then used to segment the audience into specific groups based on their behaviors, preferences, and interests. The software then automates personalized communication and relevant content delivery to each of these segments, helping businesses build stronger relationships with their customers.