Marketing automation, along with Marketing Resource Management, is a subset of Enterprise Marketing Management (EMM). Typically marketing automation is concerned with digital campaign execution, automation and measurement. MRM, on the other hand, is typically focused on internal marketing processes like budget and forecasting, project workflow management, asset management, brand management and spend management. However, EMM tools like IBM Unica and Aprimo incude both MRM and marketing automation functionality.
Marketing automation software is designed to “nurture” leads with relevant content until the individual appears ready to buy, and then routing that prospect to a sales rep at the optimal point in the buying process. Key functionality includes:
Enablement of automated workflows
for marketing campaigns, including click tracking to understand campaign conversion triggers.
Email, landing pages and online registration pages: It's essential to be able to create targeted landing pages and forms independently of the IT department.
Lead scoring and lead nurturing: marketing automation is based on the concept of “nurturing” leads with relevant content, scoring leads based on fixed criteria like title and size of company, as well as dynamic criteria, such as which web pages the person viewed, whether the individual attended a webinar or clicked on an offer. Qualified leads are then routed t to a sales rep at the optimal point in the buying process.
Analytics and reporting: A view of entire marketing funnel from visitor to customer. This is where automation with customer relationship management software (CRM) (tying closed sales deals to marketing campaigns) becomes critical.