Why marketing automation processes are becoming more and more important for successful customer interactions can be explained by the fast pace and diversity of the digital world. Traditional views of marketing and target groups are changing to a more and more individual just-in-time communication requirements. This applies equally to B2B and B2C. Marketing in the digital space means dynamism, flexibility and availability. Permanently adapting communications to customer expectations and needs to support an optimized customer experience. This requires automating customer interaction as much as possible. And their analysis. Whether it’s gathering insights on user behavior, digital advertising, or generating and qualifying leads. Marketing automation is an essential component of successful customer management processes.