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.A category of software that automates sales processes and manages customer, order and product data.Comprehensive platforms for sales processes, data management and analytics.Tools for automating custom business processes that include human tasks.
Lead ManagementSoftware that automates the process of acquiring, qualifying and utilizing sales leads.Tools for visualizing and identifying patterns in market and customer data. For example, identifying customer segments for a promotional campaign.Automation of pricing such as revenue management and yield management software.
Advertising & PromotionPlatforms for digital advertising and promotion.
Inbound MarketingTools that support inbound marketing activities such as a content management platform.
LoyaltyPromotion and administration of loyalty programs such as a points card.
DistributionSoftware for managing sales channels. Often integrated with other tools such as revenue management and campaign management.
BrandingBrand management tools such as brand tracking.Software services related to market research such as a competitive intelligence platform that tracks things like pricing and brand recognition rates.
Integrating the customer experience across channels such as web, mobile, retail locations, advertising, social media, events and customer service functions.
OperationsOperations systems such as inventory management. Often integrated with tools such as pricing automation and ecommerce platforms.
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