Marketing automation offers benefits to organisations of a variety of sectors and sizes. This chapter looks at the most significant gains it offers, covering:

  • The customer journey: What role can marketing automation play throughout the customer journey, and what impact can this have on engagement?
  • Case studies: How have organisations as diverse as media and telecoms company Sky, fintech B2B nCino, and confectioner Ferrara leveraged marketing automation to reach goals that include converting more leads, lowering the cost of marketing and increasing sales?
  • Privacy: How do marketing automation platforms help organisations adhere to strengthening privacy regulations around the world, including Europe’s General Data Protection Regulation, Brazil’s Lei Geral de Proteçao de Dados and California’s California Consumer Privacy Act?