Marketing Automation For Dummies

Chapter 1

Introducing the Concepts of Marketing Automation

In This Chapter

Defining marketing automation

Defining the modern buyer

Knowing why companies implement marketing automation

Starting the conversation about marketing automation

Marketing automation is a buzzword in the marketing world. This chapter explains what it means and why marketing automation has made such a big difference in so many companies.

I show you what defines marketing automation and why it’s such a big deal. I list the major reasons that companies are implementing marketing automation solutions and show you how to start conversations about it at your company. I also dig into the changes in the modern buyer that have made marketing automation so popular.

Defining Marketing Automation

The term marketing automation got its start in the mid to late 1990s when a few people were combing their databases with automated code to make it easier to segment their databases into more granular segments based on more data. Since then, it has turned into a massive industry and has been called the fastest-growing software ...