Marketing automation is the use of software to automate marketing processes such as customer segmentation, customer data management, and campaign management. The goal of marketing automation is to make marketing tasks easier and more efficient, while also providing customers with a personalized experience.
The most common industries that use marketing automation are B2B companies, e-commerce businesses, and lead generation firms. However, any company that relies on marketing campaigns to generate leads or sales can benefit from using this type of software.
B2B companies use marketing automation to nurture prospects through the entire sales cycle-from initial contact to conversion. By automating repetitive tasks such as emailing, following up with leads, and sending content at the right time in the buyer’s journey, B2B marketers can focus on other strategic initiatives that will ultimately drive revenue growth.
E-commerce businesses use marketing automation to re-engage shoppers who have abandoned their online shopping carts. By sending automated emails with personalized content at key points in the shopper’s journey (such as after abandonment), ecommerce businesses can encourage shoppers to complete their purchase and increase overall revenue.
Lead generation firms use marketing automation for two main purposes: firstly, to score and sort.