Marketing Automation
Marketing automation is the use of software to run repetitive marketing tasks, such as sending emails, scoring leads, updating records and routing leads, based on rules and triggers.
Why it matters
Marketing automation lets a small team respond to many leads in a timely, relevant way. When someone downloads a guide, visits a pricing page or attends a webinar, the system can send the right follow-up, update the lead score and alert sales without anyone doing it by hand. It keeps the CRM and marketing data in step.
Automation only works as well as the rules and data behind it. Poor segmentation sends the wrong message to the wrong people at scale, and messy records break triggers. Teams that get value from it start with clear lifecycle stages, a lead scoring model sales agrees with and clean data, then automate the handoffs between them.
Example
A company sets a rule that when a lead from a target account downloads its buyer's guide, the lead gets a three-email nurture sequence, ten points are added to its score, and if the score passes the MQL threshold, the account owner gets a task in the CRM to follow up within a day.
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