What is marketing automation?

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Marketing automation is the software-assisted management of customer-related business processes. Steps that were previously carried out manually in marketing campaigns are now carried out automatically. This is made possible by so-called marketing automation tools, which act as an interface between customer databases, CRM systems and the various communication channels of a company. The automation of marketing measures is data-driven and aims to communicate to each individual customer at the right time and in the right channel.

How does marketing automation work?
With automated marketing tools, you only need to define the workflows for your psychiatrist email database communication campaigns once. The resulting strategies are implemented automatically, their efficiency is evaluated and adjusted based on the data obtained.

Marketing automation goes beyond the mere automation of processes . In online marketing in particular, tools have access to a vast database of data thanks to web tracking, which, once evaluated by data mining, can be used to optimize communication processes in customer relationship management (CRM) and to personalize content and offers (for example, in automated price optimization or dynamic pricing).

What can marketing automation achieve?
In practice, marketing automation is used, among other things, in the context of automated sales funnels and as a technological basis for software-assisted lead management . The following goals are in the foreground:

Generation of qualified interested parties (lead generation)
Transforming prospects into buyers (lead nurturing)
Development of occasional customers into regular ones (up/cross selling)
In summary
Marketing automation tools offer customers and potential buyers marketing tools automatically selected based on user profiles (usually in the form of content) in order to further develop them according to their specific needs. The goal is to get customers to buy again.