Marketing automation platforms are systems that help companies automate their marketing processes and optimize their marketing funnel. Marketing automation platforms typically offer features like email marketing, lead scoring and routing, lead nurturing, website tracking, and social media monitoring and engagement.
A CRM, on the other hand, is focused on managing and nurturing customer relationships. It typically includes features like contact management, lead management, and sales force automation.
Many CRMs also include basic marketing automation functionality, while many marketing automation platforms offer limited CRM functionality. So the two products can be complementary to each other and are typically integrated for tasks like segmenting customer lists, sending targeted emails, and monitoring the success of marketing campaigns.
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