What is Marketing Automation?

Marketing automation is a term that is gaining momentum within larger companies as well as marketing and advertising agencies. But what does it mean and how does it impact your marketing initiatives?

Marketing Automation is simply a technology platform that enables you to build content assets such as landing pages, emails, web events, etc. and deliver them to a prospect and/or customer at the right time. This “right time” is based on their interactions with your website, as well as with your sales team.

Essentially, you begin to have a conversation with a prospect through automated marketing channels. You provide the information and action items to them at a time when they are most likely to engage. Extending this further, you can begin to score this relationship and determine when to qualify this as a marketing lead. You are able to deliver to your sales team a qualified prospect using an automated process that routes the lead to the assigned representative by geography, product, or company size.

Marketing Automation allows your marketing team to stay small, but deliver results that never before were possible.