Marketing automation is the process of leveraging technology to streamline marketing operations and make them more efficient. It solves a major problem that organizations face when they grow: struggling to align their people, processes, and technology to achieve higher revenue and even further growth.
Marketing automation makes use of software to achieve this, primarily by automating repetitive, monotonous work. Marketing teams can rely on this software to automate tasks such as social media posting across multiple channels, ad campaigns, and email marketing for the sake of both efficiency and for providing a more personalized experience for customers.
As a process, marketing automation is the backbone of many modern marketing practices, including lead generation, lead nurturing, customer segmentation, customer retention, and more.