The use of software to automate repetitive tasks related to marketing activities and connect different parts of the marketing funnel.
Marketing automation is a complex field with many vendors and many features. The feature sets continue to evolve, driven by the competitive marketplace and new technologies.
Features common to marketing automation systems include email marketing, marketing databases and analytics. Other features include multi-channel campaign management, lead management (capturing, scoring, nurturing), content generation such as landing pages, ROI tracking, and third-party integration with other applications.
see also: Digital Marketing Tools
view all terms in the Business and eBusiness glossary or all terms in the Digital Marketing glossary
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