Information Technology

Gartner Glossary

Marketing Automation Platform

Marketing automation platforms support lead management, scoring and nurturing activities across multiple marketing channels. The main goal of these systems is to convert contacts into scored, nurtured leads for sales teams to close. They assist with data cleansing by eliminating incomplete or redundant lead information, and with lead augmentation by providing additional information about prospects. Lead process management and multichannel orchestration and execution are the primary functions of marketing automation in a B2B or business-to-business-to-consumer (B2B2C) context.

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