Marketing Automation (MA)
読み方：M-A
Software platforms and processes that automate repetitive marketing tasks—email sequences, lead scoring, behavioral triggers, and campaign management. HubSpot, Marketo, and Salesforce Marketing Cloud are leading platforms. Enables personalized communication at scale.
What is Marketing Automation
Marketing automation uses software to deliver the right message to the right person at the right time—automatically. Instead of manually emailing each lead, you design sequences that trigger based on behavior (visited pricing page, downloaded a guide, went 30 days without logging in).
Core MA Capabilities
- • Email automation: Sequences triggered by time or behavior
- • Lead scoring: Automatic point assignment based on engagement signals
- • Form and landing page creation: No-code lead capture
- • Web tracking: Monitor which pages contacts visit
- • Sales notifications: Alert reps when a lead hits a score threshold
Popular MA Platforms
- • HubSpot: Best for SMBs; intuitive UI, integrated CRM
- • Marketo: Enterprise-grade; complex workflows, steep learning curve
- • Salesforce Marketing Cloud: Deep Salesforce CRM integration
MA vs. Email Service Provider
Email service providers (Mailchimp, Constant Contact) send email blasts. MA platforms track individual behavior across email, web, and forms—and use that data to trigger personalized responses. The difference is behavioral intelligence.
Getting MA Right
The tool is only part of the equation. Effective MA requires: content for each stage of the buyer journey, well-designed nurture sequences, and regular review of conversion rates at each step.