A versatile marketing automation platform encompasses marketing campaigns across all channels, including email marketing, direct mail, landing pages and forms, social initiatives, and more. Marketing automation enables B2B and B2C marketing and sales teams to run campaigns across the entire customer lifecycle using personalization and cross-channel campaign management to deepen and expand customer relationships and improve the customer experience.

What's in the guide? 

• What is marketing automation?
• How marketing automation differs from email marketing and customer relationship management (CRM) tools
• Common features
• Building a business case
• Taking your marketing automation to the next level
• How to be successful - more than just the right technology
• Buying marketing automation
• Marketo's marketing automation