This is how Wikipedia defines Marketing Automation -“The use of a marketing automation platform streamlines sales and marketing organizations by replacing high-touch, repetitive manual processes with automated solutions. Marketing Automation has a focus on lead generation with targeted marketing programs to drive awareness and interest in a company´s products and/or services and nurture leads from first interest through to sale.” A simple analogy would be to think of Marketing Automation is as a platform for automating & managing marketing campaigns and process. In a B2B organization, marketing campaigns are run to build awareness for the product or solution with an objective to generate prospects for the product or solution. Marketing Automation tools can help in understanding a prospect´s mind and analyze behavior in context of a purchase cycle. This helps in easily structuring interactions with the prospect both in terms of nurturing and lead generation. And the added advantage is that all this can be achieved without need for manual intervention.
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