What is marketing automation?

A detailed definition and overview of marketing automation and its benefits.


Marketing automation is defined as the process of using software to automate marketing campaigns and activities throughout the entire buyer's journey — from initial customer interactions through to post-sales support.

It helps companies set the most effective processes for each stage of the sales funnel based on data about a lead and how they interact with the company.

Before we dive into the rest of the article, watch the video below for an easy to understand overview of what marketing automation is and how it can help your sales processes.


Check out this brief video to learn more

See marketing automation in action

Marketing automation and customer relationship management software in one: Try Act! Marketing Automation free for 14 days to explore how marketing automation works in practice.

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Businesses that implement marketing automation experience an average of a 451% increase in qualified leads1.

Still unsure what marketing automation is?

Then download our definitive guide to marketing automation eBook where we go into further detail on all the points on this page.

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Your Definitive Guide to Marketing Automation

Wondering if marketing automation is right for you?

Check if your business is ready for marketing automation with this free worksheet.

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Wrapping up

Here’s a quick summary of what you should know about marketing automation:

  • What is marketing automation? Marketing automation is the process of using software to automate marketing tasks throughout the customer journey.
  • What can marketing automation do? Marketing automation helps with lead nurturing, segmentation, and lead scoring. This ensures businesses take the most effective steps to push customers down the buying funnel.
  • Benefits of marketing automation: Marketing automation helps businesses create and implement the most effective marketing strategy possible. This can lead to more sales and allows those in marketing to focus on the bigger picture.
  • Who uses marketing automation? Companies of all sizes and industries can use marketing automation, including both B2B and B2C businesses.
  • How to succeed with marketing automation? To succeed at marketing automation you should have a clear strategy and excellent knowledge of your product and customers. You should continually test and refine your processes.
  • How do I choose the right marketing automation solution? Consider the features you want from a marketing automation solution, as well as where you see your business in the future. Then, pick a marketing automation solution that fits your budget.

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