Marketing Automation Software helps businesses develop, execute, and track their various campaigns. Planning and media buying apps assist in planning advertising campaigns that involve digital and traditional media. Managers usually adopt these systems to manage collaterals, automate workflows, qualify leads before they go to sales, and track the behaviour of prospects. Lead management and sophisticated lead generation are two of the capabilities of a B2B system. Leads are usually scored by lead scoring functions based on demographics (industry, size, and geography) and behaviour (responses to campaigns and website activity). The resulting scores are used to easily identify leads that are about making a purchase. The software also helps in managing leads that are not ready to make a purchase by using relationship building techniques like drip and “stay in touch” campaigns. B2C systems help in managing a large database of customer data, which is often up to millions of records. The system uses its vast sophisticated tools to analyze and segment customers into different buyer categories. Marketing automation software helps companies direct their efforts properly to yield a maximum result.