B2B vs. B2C context
Marketing automation is often associated with B2B lead nurturing and/or sales funnel activities. In practice, this means that marketing automation workflows are mostly used to email list uk score the quality of incoming leads and further qualify them into marketing or sales qualified leads, often for smaller volumes of customers.
Campaign automation is mostly used in a B2C context, but it can be used in a B2B context as well. Overall, it deals with higher volumes of customer data and potentially very high volumes of associated transactional data. It aims to foster customer-centricity and customer retention by providing personalised and engaging customer communications.
To qualify leads, marketing automation systems often use basic scoring mechanisms. For example, one point is assigned for a website visit, three points for a whitepaper download, five points for a newsletter sign-up etc. Once a lead has passed a certain benchmark, it is considered relevant by the business.