Marketing Automation stands for automated marketing of products and services.
This method is software-based in order to make the marketing (sales) processes of a company independent. The goal is to automate the customer and prospect approach to such an extent that campaigns are individualized to customers. For this purpose, sales information is combined with customer behavior.
The result is an automated demand-, time-, and cost-oriented communication with end customers as well as the increase of customer loyalty.
Important terms in the context of marketing automation are Lead Nurturing and Lead Scoring