Marketing Automation is a buzzword in the email marketing sector currently and many email providers’ websites prominently refer to their platforms’ automation strengths. But scratch the surface and you will find that there are fundamental differences in what providers mean by automation.

Marketing Automation Platforms (MAPs) refer to software and tactics that have been developed for B2B marketers, to enable them to lead score their prospects, so that they can prioritise them and automatically deploy nurture campaigns to turn them into customers.
Benefits of Marketing Automation
Create : build and test emails, micro-sites, landing pages and forms.
Personalize : to engage customers.
Execute : automate mailings using simple-drip (regular updates/newsletters), calls-action-triggered, or multi-stage email campaign techniques
Manage : score leads, manage leads, tweak campaigns to improve effectiveness
Measure : Identify touch-points, compare campaign performance.