Marketing automation refers to the automation of marketing campaigns in response to predefined ‘trigger’ conditions based on user behavior. Once a condition has been fulfilled, the marketing automation workflow is set in motion. An example of this is a website visitor subscribing to your email newsletter and being sent an automated welcome email.
Other examples of marketing automation include automated SMS campaigns, scheduled social media posts, and lead nuturing workflows.
For businesses, marketing automation boosts efficiency and effectiveness. It automates repetitive tasks, personalizes customer journeys, improves lead nurturing, generates valuable insights, aligns sales and marketing teams, and increases overall productivity and ROI.