In the simplest words, Marketing Automation defines a process of inbound marketing where you with a strategic approach reach and engage your target audience through a series of automated messages.

It is achieved by using a software platform which is designed to automate and streamline marketing repetitive tasks. The organization benefits by specifying criteria and outcomes for tasks and processes which are then interpreted, stored and executed by software. This process increases efficiency and reduces human error.

Marketing Automation is generally referred to email marketing automation, but in a broader sense, marketing automation refers to automation and analytic tools for marketing.Prospecting

There are three categories of marketing automation software:

1. Marketing intelligence: this gathers data about online prospects’ interest behavior in product or services and is used to track codes in social media, email and webpages. It has records about these prospects: the social media group or thread they followed, the link was clicked on in an email or the search term was used to access a website.

2. Marketing automation: this maintains the marketing funnel until the lead is converted into a sale. Prospects are scored, based on their activities, and then presented drip campaign messaging via email and social channels, thus nurturing them from first interest through to sale.

3. Advanced workflow automation: this is focused on the internal marketing processes (budgeting and planning, workflow and approvals, the marketing calendar, internal collaboration, digital asset creation, management and essentially everything that supports the operational efficiency of the internal marketing function)