Here’s my marketing automation definition 

The use of technology to generate, nurture, score and qualify leads, and drive sales, using customized, multi-touch marketing communications tailored for each contact’s profile, level of interest, behavior or place in the buying process.

Unfortunately it’s a mouthful, isn’t it?

In my view, the primary benefits of B2B marketing automation are:

• It allows marketers to accomplish more, usually at a lower cost, than they can get done manually;
• It facilitates continuous improvement by allowing marketers to track and measure the results of their campaigns, then make necessary adjustments, in near real-time.

What do you think?

Do you have a better definition of marketing automation?  Do you see other benefits that marketing automation delivers?