Businesses using marketing automation can carry out tasks that would be impossible to accomplish manually, such as carrying out personalised marketing at scale, which lightens the load for their employees. This chapter provides a definition for marketing automation, also covering:

  • Marketing goals: In what areas do organisations currently employ marketing automation? What business goals can marketing automation help them reach?
  • Other martech tools: How do marketing automation platforms relate to other categories of martech software? Where do marketing automation and customer relationship management play a role in the customer journey?
  • Key features: What core features does every marketing automation platform offer? What are the most often used marketing automation features among marketers?