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14 Types of Marketing Automation

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Marketing automation is a broad class of software that automates or semi-automates marketing capabilities. This ranges from promotional tools for small business to platforms used by large firms to automate and manage business processes. The following are common types of marketing automation.

Customer Relationship Management

A category of software that automates sales processes and manages customer, order and product data.

Sales Force Automation

Comprehensive platforms for sales processes, data management and analytics.

Workflow

Tools for automating custom business processes that include human tasks.

Lead Management

Software that automates the process of acquiring, qualifying and utilizing sales leads.

Analytics

Tools for visualizing and identifying patterns in market and customer data. For example, identifying customer segments for a promotional campaign.

Pricing

Automation of pricing such as revenue management and yield management software.

Advertising & Promotion

Platforms for digital advertising and promotion.

Inbound Marketing

Tools that support inbound marketing activities such as a content management platform.

Loyalty

Promotion and administration of loyalty programs such as a points card.

Distribution

Software for managing sales channels. Often integrated with other tools such as revenue management and campaign management.

Branding

Brand management tools such as brand tracking.

Market Research

Software services related to market research such as a competitive intelligence platform that tracks things like pricing and brand recognition rates.

Omnichannel

Integrating the customer experience across channels such as web, mobile, retail locations, advertising, social media, events and customer service functions.

Operations

Operations systems such as inventory management. Often integrated with tools such as pricing automation and ecommerce platforms.
Overview: Marketing Automation
Type
Definition
A broad class of software that automates marketing capabilities.
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