Marketing Automation

Software that automates repetitive marketing tasks like email sends, segmentation, lead scoring, and multi-step campaigns.

Definition

Marketing automation is the use of software to execute marketing actions — sending emails, updating contacts, scoring leads, posting on social — based on rules, schedules, and behavior. It typically includes a workflow builder, audience segmentation, multi-channel sends, A/B testing, and analytics. The goal is to scale personalized outreach without scaling headcount, and to keep messaging consistent across the customer journey.

Example

A workflow watches for a "demo requested" event, sends a confirmation email, waits 24 hours, sends a reminder, and tags the contact if they actually attend.