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 different definition of marketing automation? Do you see other benefits that marketing automation delivers?