The term marketing automation refers to software applications and technologies that are intended to assist marketing departments and organizations in more efficiently and successfully marketing in multiple mediums, such as email and social media, by automating repetitive business processes.
This is achieved by specifying conditions and results for particular tasks which are then received, interpreted, and executed by software. This both increases efficiency while also reducing human error.
CRM tools with marketing automation capabilities can automate repetitive tasks to engage customers at different points in a company’s customer life-cycle. For example, as sales prospects come into the system, the system might automatically send them marketing materials (e.g. newsletters) with the goal of turning that lead into a paying customer.
There are currently many option in the market to meet the marketing automation needs of today's businesses.