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IDC predicts that the overall marketing
automating will grow from

0

Dollars in 2010

0

Dollars in 2015

Marketing automation software is used in many modern marketing processes, for businesses of all types including B2B and B2C organizations

Marketing automation helps marketers streamline

lead generation
lead nurturing
lead scoring
cross-sell and up-sell
customer retention
marketing ROI measurement
Some of these practices are possible at small volumes without software, but technology becomes essential with any scale and with the increasing number of channels marketers are required to manage. In particular, these processes all require

A central marketing database

An engagement marketing engine

An analytics engine

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