Marketing automation refers to software platforms and technologies designed for marketing departments and organizations automate repetitive tasks[1] and consolidate multi-channel (email, SMS, chatbot, social media) interactions, tracking and web analytics, lead scoring, campaign management and reporting into one system.
Effective marketing automation tools leverage data from a separate or integrated CRM to understand customer impact and preferences.
Any organization using marketing automation tracking is required to ask consent from the consumer as well as provide transparency on how the data will be processed.
[3] Software can also automate the creation of product landing pages and chatbot for customer support.
[12][13][3] Gartner identified the following vendors as B2B marketing automation platform leaders as of August 2021:[13]