Marketing automation software helps marketing teams and marketers automate and manage their processes like capturing leads, campaigning, tracking, and working with analytics. This has become a necessary part of all marketing and sales departments. It has main functionalities like analytics/ROI tracking, campaign management, lead management, lead nurturing, and customer segmentation.
The software has both on premise and cloud based deployment options. It also has additional features like drip campaigns, channel management and advanced reporting & analytics.