Designed to automate historically manual Internet marketing processes, marketing automation is based on a marketing software engine integrated with marketing logic and components.

Marketing automation is often implemented to manage Web-based marketing processes that are performed on an Internet channel, such as a company website or social media network. Marketing automation allows organizations to review traffic statistics, evaluate customer data, measure conversions, interact with customers and provide marketing content based on these factors.

Key marketing automation software functions include:

• Marketing intelligence
• Workflow management
• Web-based archive and real-time traffic analysis
• Lead management, scoring and nurturing
• Marketing campaign creation and monitoring
• Built-in or integrated CRM
• Landing page development/management
• Blogging
• Data orchestration