What is marketing automation?

Marketing automation is a tool that integrates the execution, management, and completion of marketing tasks and processes, enabling personalized marketing to customers at different stages of their lives by analyzing the behavior of potential users and carving out user profiles.

The two key aspects of marketing automation are the automation of the marketing process and the precision of marketing content. Its value lies in the prioritization of various links and tasks in the marketing process, so that marketers no longer have to manually sort out individual marketing tasks, use technology to replace repetitive human labor, reduce marketing operating costs at scale, and improve ROI.

For example, in the early stages of the lead nurturing process, where education and awareness can be key tasks, marketing automation can provide effective content to build trust and respect for the brand, quickly and easily helping prospects understand what they will get. As prospects further narrow down the products they are interested in, tailored messages can be sent to the groups that will be most helpful in growing the brand. Finally, a qualified, well-rounded and well-informed prospect is automatically handed over to the sales team when the activity tracked through the marketing automation system shows more focused interest.