Technology has changed and largely improved every function within our businesses. Marketing has arguably been affected the most and the quickest. It started modestly with digital advertising using banner ads and email blasts back in the late 90s. Just 20 years later, digital marketing technology provides capabilities that marketers never dreamed of.

One of the most important capabilities to come from advances in martech is marketing automation. This is software that allows companies to effectively target customers with automated marketing messages across channels. Some of the more popular platforms for marketing automation are Hubspot, Marketo, Pardot, and SharpSpring.

Marketing automation is just one tool in a large toolbox of adtech and martech platforms that modern marketers can use. For B2B marketers, it’s an important element in your marketing mix because it can generate incremental revenue. CMOs are increasingly being tasked with calculating ROI on initiatives. Not only is marketing automation effective at driving a positive ROI, it’s also easy to calculate. In most cases, marketing automation platforms sync up seamlessly with your sales team’s CRM.

If you’re just starting out with marketing automation or you’re planning on incorporating it into your martech stack, you might find it to be overwhelming. Check out this free ebook in which we’ve laid out four different ways automation can be used to increase revenue.