Marketing Automation Software automates repetitive tasks in marketing and saves time for organizations. It streamlines processes in marketing operations and enables organizations to generate higher revenue. The software offers various advanced features such as personalization, optimization, segmentation, handling large amounts of data, campaign management, lead management, and various such features. Marketing automation software is extremely popular across the globe for its amazing working and benefits. This software can also be integrated with other existing software in organizations and helps other teams such as sales and marketing to work collaboratively. 

How Does Marketing Automation Work? 
Marketing Automation Software’s key tasks are to generate leads and manage workflows. To generate leads, it is very important to understand how the buyer behaves and analyze buyer behavior to help marketers in forming marketing strategies. On the other hand, the marketing automation software automates recurring tasks that marketing team members perform and streamlines the process. 

Customer buying behavior analysis 
Marketing Automation Software powered with AI and machine learning monitors the online behavior and interests of potential customers. This significant amount of data is collected with the help of software and is converted into meaningful actionable data, which is used by marketing team members to create personalized content for customers and enhances their strategies. The strategies could present recommendations for personalized products for customers for a variety of equivalent products useful for customers. 

Business Development Tasks 
The software performs tasks such as lead generation, campaign management, email marketing, and various such tasks that help organizations gain more customers. Once the data is collected and the strategy is formed, the next step is to automate business development. The marketing automation software identifies the leads and helps marketers in nurturing and converting them. To get these leads, the software intelligently collects real-time data, and responds to potential customers in a personalized manner. These leads are narrowed down by analyzing their historical searches, website visits, interests, and buying behavior. 

Marketing Operations Automation 
Various tasks are available in lead generation and buying behavior analysis. Those tasks include creating personalized content, newsletters, email marketing, and budgeting. These recurring tasks are effortlessly automated with the use of marketing automation software. Once the software identifies the leads, these leads are shortlisted and added in the sales funnel, and are kept engaged with all the relevant personalized data such as newsletters, emails, and other required content until they are qualified further. Marketing automation software thus helps in streamlining tedious tasks and eases work for marketers, enabling them to focus on other strategic activities. 

How Does Lead Generation Take Place With The Use Of Marketing Automation Software? 
Lead generation is one of the crucial tasks handled by the software. It directly affects an organization’s revenue and is wisely monitored by the marketers. The marketing automation software builds lead nurturing campaigns ensuring that a significant number of potential customers are occupied with the company’s personalized content. These leads once nurtured, are transferred to the sales funnel and handled further by the sales team. 
There are various ways for generating leads by using the Marketing Automation Software. Here are a few uses of the software: 

Lead Scoring- Marketing Automation enables the sales and marketing teams to score leads. The sales team uses these leads in future. 
Drip Campaigns- Based on customer buying behavior, they are segmented with the use of the marketing automation software. These customers are further kept engaged with personalized emails and auto responders. 
Landing Page- Post the drip campaign, potential customers are redirected to the landing pages where they can update their contact information. By using this contact information, these customers are contacted by the sales teams in future. 
CRM Integration- By integrating CRM with marketing automation, it is very easy to get the relevant customer data and automate marketing tasks. Therefore, collecting data from CRM and integrating it with marketing automation can increase the chances of getting leads that are more qualifiable. 
Referral Campaigns- Old customers can help in getting leads. Marketing automation can build one referral campaign based on existing customer data and request them for referrals. Narrowing down the list with highly satisfied customers can be a good call. 

Selling to Existing Customers- Organizations have large numbers of customers. Therefore, targeting them again for selling or even upgrading will be always helpful. Marketing automation software can build such campaigns as well and get more leads on existing customers. 
To summarize, Marketing Automation is a highly useful software for any organization that wants to improve its marketing strategies and increase its revenue. It not only automates recurring marketing tasks but also enables marketing teams to focus on other strategic tasks beneficial for organizations.