Marketing automation refers to the software that automates repetitive tasks in marketing, sales and customer service.

It is also the process of using technology to automate one or more sales and marketing activities, so that they can happen without any human input.

This is achieved through triggers which are instructions set by marketers or administrators that say “if X happens then do Y”. For example, when somebody fills in a form on your website then it might trigger an email follow-up sequence.

As marketers rely more and more on digital tools to generate leads and manage communications with prospects, marketing automation becomes an essential part of their strategy.