Marketing automation refers to the utilization of software and technology to streamline, automate, and measure marketing tasks and workflows so that companies can increase operational efficiency and grow revenue faster. This type of automation typically helps marketing departments to perform repetitive tasks such as email marketing, social media posting, and ad campaigns more efficiently. The technology of marketing automation makes these tasks easier by providing tools for personalization, customer segmentation, and campaign management. The goal is to nurture prospects with highly personalized, useful content that helps convert prospects to customers and turn customers into delighted customers. This type of marketing automation typically generates significant new revenue for companies and provides an excellent return on the investment required. It also allows marketing teams to focus on more strategic tasks that ultimately lead to more successful campaigns and marketing strategies. With marketing automation, businesses can target customers with automated messages across email, web, social, and text. Messages are sent automatically, according to sets of instructions called workflows which can be defined by templates, custom-built from scratch, or modified mid-campaign to achieve better results.