{"id":7956,"date":"2026-10-24T12:55:49","date_gmt":"2026-10-24T05:55:49","guid":{"rendered":"https:\/\/adtek.agency\/glossary\/marketing-automation\/"},"modified":"2026-10-24T13:19:32","modified_gmt":"2026-10-24T06:19:32","slug":"marketing-automation","status":"publish","type":"mona_glossary","link":"https:\/\/adtek.agency\/en\/glossary\/marketing-automation\/","title":{"rendered":"Marketing automation"},"content":{"rendered":"

Marketing automation is the use of software to send emails and messages, score leads and pass them to sales based on preset conditions, instead of doing each step by hand. A marketer builds the process once, and the system runs it for every customer who meets the conditions.<\/p>\n

What is marketing automation?<\/h2>\n

Microsoft describes marketing automation as using software to take over repetitive tasks such as sending emails, posting on social media and launching ad campaigns. The sets of instructions that tell the software what to do are called workflows (Microsoft Dynamics 365, What is marketing automation, accessed October 2026<\/a>).<\/p>\n

A workflow usually has three parts:<\/p>\n

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  1. Trigger:<\/strong> a customer fills in a form, abandons a cart, or has not bought again in 30 days.<\/li>\n
  2. Action:<\/strong> send an email, send a Zalo message, add points to a lead, create a call task for sales.<\/li>\n
  3. Branch:<\/strong> if the customer opens the email, send the next piece of content; if not, switch channels.<\/li>\n<\/ol>\n

    The input data usually comes from a CRM<\/a> or a CDP<\/a>. In Vietnam, the most common sending channels are email marketing<\/a> and Zalo messages through ZNS<\/a> (Zalo is a Vietnamese messaging app).<\/p>\n

    Lead nurturing and lead scoring<\/h2>\n

    These are the two jobs marketing automation does most in industries with long buying cycles, such as real estate, education, insurance and B2B.<\/p>\n