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.