Marketing automation is software support for communicating with prospects and customers along the customer journey and beyond. It is actually a campaign solution matching a CRM system, combined with a tracking unit.

Successful campaigns consist primarily of data, its processing and good ideas. Marketing automation can work with data from a wide variety of environmental systems and play them out in a target-oriented way at a time when it is probably the "best" moment for the potential customer.

The decisive factors for the decision are ultimately the nature of your company, the requirements you place on an MA tool and, last but not least, the financial aspects, i.e. how much you are prepared to spend on such a tool.