Marketing automation is an often heard and less often understood buzzword in the marketing industry that is on the to-do list of many brands.
It’s an approach that allows brands and marketers to deliver tailored messaging to the right person (customer or prospect), at the time when it would be the most relevant – an effort to improve the audience experience or drive a conversion.
The automation of these tailored messages is done through a marketing automation platform (e.g. Marketo, Act-On, Pardot).
More than just managing your messaging, marketing automation can help you to better understand your customers and prospects by tracking their behaviour and interactions online. Using this information, the platforms can then sort or order your leads into categories or ‘cold’/’warm’ leads. This can then lead to timely communications to help close the deal or delight a customer.