Marketing Automation is a powerful marketing and sales tool that automates many otherwise manually performed tasks such as sending out email campaigns, following up, lead generation, and lead nurturing campaigns. Marketing automation helps you move prospects through the sales funnel with minimal time and resources spent, at a maximum efficiency rate.

One of the key applications of Automation is to combine technologies like — speech recognition, natural language understanding, dialogue management and so on — to create Intelligent Assistants. Automations are interactive systems that can communicate naturally with humans and assist them in accessing information and completing tasks.

Having your team spend hours completing repeated, time-consuming processes like file transfers, report generation, or data entry is a waste of everyone’s time. Many companies have successfully started using Automation to save hours every day, freeing up staff to spend more time on more strategic initiatives. Besides being tedious and expensive, manual processes are prone to human error. Organisations often try to get started with automation through custom scripting to automate individual tasks. This might work well at first, but as your business grows it becomes difficult to update and maintain the sprawling scripts. Knowledge of the scripts is often limited to one or two individuals who may not always be with the company, and if the automation fails, there’s no support line to call. Building all of your automated processes with a scalable process automation platform saves time and reduces risk.

Automation provides both time-based and event-driven automation options. There is great variety in the time-based options—schedule a process to run every Tuesday, at the end of every month, every second to check an email inbox, or on a customized holiday schedule. Automation also offers many ways to trigger an automated task based on an event. For example, a file arriving in a certain folder or an entry into a SQL database could kick off a workflow.

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Marketing automation allows you to gain efficiencies in your marketing activities because some of those activities can be automated. Sophisticated marketing automation platforms also allow you to analyze the data around your marketing activities and derive insights about your customers and prospects. What’s more, marketing automation tools allow you to speed up the prospect journey from the top of the sales funnel to the bottom of the sales funnel.

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