What is Marketing Automation?

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What is Marketing Automation? The term Marketing Automation refers to the use of specific software that makes it possible to automate and measure some marketing processes , such as customer segmentation, customer data integration, and the activation of email marketing campaigns.

Marketing Automation, therefore, facilitates communication and sales processes, making them more efficient, simple and fast. Marketing Automation can be thought of as where technology meets marketing advertising data and business and facilitates their processes and activities. Marketing Automation allows you to explore new paths and activate new strategies to find potential customers and allows you to track and monitor all the steps of the marketing campaign activated on different channels.


The software and technologies that marketers rely on, in fact, are able to provide valuable information regarding the behavior of the customer or lead, allowing you to understand how they move, what they do, what they don't do, if and when they buy, if and when they abandon the landing page and so on. This is why using a Marketing Automation platform is essential both to analyze and monitor purchasing processes and to study and get to know your customers .