Marketing automation refers to software platforms that help businesses automate their marketing and sales engagement processes to generate more leads, convert more leads to sales, and optimize ROI. It allows marketers to automate repetitive tasks such as sending emails, maintaining social media, tracking website interactions, and managing various other tasks.

Marketing automation centralizes all of the features and functions that make up the marketer’s role in an organization. A marketing automation platform should have the ability to integrate with other sales & marketing tools (CMS, CRM, social media, meeting software, etc.) to provide a centralized platform for data management and analysis.

Marketing automation brings three major benefits to the table:

• Drive More Leads
• Convert More Leads to Sales
• Optimize Marketing Spend.

There is extensive evidence supporting the value that marketing can bring to marketers: 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. Further, Companies using marketing automation see 53% higher conversion rates and a revenue growth rate that is 3.1% higher than non-users.

What are common marketing automation features?