Software that handles repetitive marketing tasks, such as sending emails, scoring leads, or updating contact records, based on rules and triggers rather than manual action.
Definition of “Marketing Automation”
Marketing automation platforms let a business define a set of rules once, such as 'when someone fills out this form, send this email and tag them with this label', and then run those rules continuously without staff intervention.
It covers a broad range of activity, from simple welcome emails to complex multi-step nurture sequences that adjust based on a contact's behavior across email, website visits, and ad interactions.
“Marketing Automation” In Practice
A small business sets up an automation so that anyone who books a consultation automatically receives a confirmation email, a reminder 24 hours before the appointment, and a follow-up request for a review afterward, all without anyone on the team sending those messages manually.