---
title: "What Is Marketing Automation? Definition for B2B | ONEGTMLAB"
description: "Marketing automation is software that runs repetitive marketing tasks such as emails, lead scoring and routing on rules. Learn how B2B teams use it."
canonical: https://www.onegtmlab.dev/glossary/marketing-automation
---

# What Is Marketing Automation? Definition for B2B | ONEGTMLAB

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GTM Glossary

# 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.

## Related terms

-   [Lead Nurturing](/glossary/lead-nurturing)
-   [Lead Scoring](/glossary/lead-scoring)
-   [Workflow Automation](/glossary/workflow-automation)
-   [CRM (Customer Relationship Management)](/glossary/crm)
-   [Marketing Qualified Lead (MQL)](/glossary/marketing-qualified-lead)

## Related service

[RevOps Clean CRM data, lead routing and reporting your team can trust.](/services/revops)

## Related playbook

-   [Claude Code for Marketing Content, SEO, page research, link building and lead magnets, run as repeatable skills instead of one-off prompts.](/growth-playbooks/claude-code-for-marketing)

[← All GTM terms, A to Z](/glossary)

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