Using software to automate repetitive marketing tasks such as emails, social posts, and lead nurturing.
Marketing Automation refers to software platforms and technologies that automate repetitive marketing tasks across multiple channels (email, social, SMS, web) based on user behaviour, time triggers, or custom rules. Common automations include welcome email sequences, lead nurturing drips, abandoned cart emails, re-engagement campaigns, and personalised content delivery. Platforms include HubSpot, Marketo, ActiveCampaign, and Mailchimp.
Marketing automation enables personalised communication at scale that would be impossible to do manually. Companies using automation see 451% more qualified leads on average (Annuitas Group) and significantly lower cost-per-lead over time.
A SaaS company sets up a 7-email onboarding sequence triggered by signup. Each email is sent at optimal intervals based on user behaviour: tutorials if they haven't logged in, advanced tips if they have — driving activation and retention without manual effort.
Email marketing typically refers to batch sending of newsletters or campaigns. Marketing automation uses behaviour-triggered, personalised workflows across email and other channels. Automation is more sophisticated and targeted.
Customer Lifetime Value
The total revenue a business can expect from a single customer over the entire relationship.
Conversion Rate
The percentage of visitors who complete a desired action (purchase, signup, etc.).
Lead Generation
The process of attracting and capturing interest from potential customers.
Retargeting
Showing ads to users who have previously visited your website or engaged with your brand.