Marketing automation aims to make sales processes such as lead generation or lead nurturing both more efficient and cost-effective through automated processes. Marketing automation tools combine user data from various sources (CRM, web analysis, customer service, etc.), structure them, create user profiles, evaluate users based on their activities - so-called lead scoring - and then enable an individual approach.
If a user lands on your website for the first time, the software automatically classifies them as a new customer and plays out your chosen marketing tools for lead generation - for example a white paper as a free download, new customer discount, or a call-to-action to register for the newsletter.
If the evaluation of the click behavior shows that the customer is interested in certain product groups, they will be offered corresponding offers or personalized prices on their next visit. All this is done automatically on the basis of a database managed by the marketing automation software, which is continuously updated according to user behavior.
Marketing automation also automatically records and evaluates the effectiveness of the marketing instruments used at any given time. The knowledge gained in this way is available to you for planning future marketing measures and the strategic orientation of your company.