How is marketing automation like the Wizard of Oz? Without being noticed, both work furiously behind the scenes to produce an experience that works like magic.

As defined by Marketo in the following infographic, marketing automation is the technology that "allows companies to streamline, automate, and measure marketing tasks and workflows so they can increase operational efficiency and grow revenue faster."

Marketing automation enables companies to...

Nurture relationships with leads that aren't ready to buy. Nurturing can result in 50% more sales leads. (Only 20% of leads are sales-ready when they come in.)

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski