Marketing automation is the use of technology to assist marketers in handling customer data management, customer segmentation, and campaign management automatically across multiple channels. Because the data is easily accessible in the CRM software, it empowers marketers to offer targeted, data-driven, and real-time campaigns with enhanced efficiency and productivity.
The main goal of Marketing Automation is to improve customer engagement, lead nurturing process, qualified lead pipeline, campaign measurability, campaign productivity, and sales revenue.
Organizations adopting Marketing Automation should select the right CRM software to integrate their marketing systems and streamline all marketing processes. However, they also need to carefully review their internal needs and the software capabilities. This would avoid the redundancies with existing technologies and unnecessary investments.