Marketing automation is the ability to reach your business contacts, users, website visitors with targeted messaging in a timely manner, in a channel where these users are at. Traditionally, people think of marketing automation as equals to email marketing. Marketing automation is sending emails to a user over a time period. The real substance in marketing automation is that there is an analytics feature on your website, so much like Google Analytics that tracks every visitor on your website on an individualized and personalized level. Once a user fills out a contact form on your site, you can get more insight into their interests, their buying habits, and their preferences. As a result, you can build a campaign for how you would reach out to them – send them an email based on their response, follow up in a text message, or any channel potential buyers are on.