The bulk of marketing automation systems are focused on leads (individuals) and campaigns (groups of people) (message sequences) (message sequences). Relevant, personalised material may be utilized to nurture leads in the marketing database. Batch and blast email campaigns are less complex than marketing automation programs. Beyond email, campaigns could use social media, SMS, landing pages, and other digital channels. They may also be developed using sophisticated logic. This is where the automation comes in. Based on lead behavior, users may segment leads, adjust communications, and trigger actions (such as sending an email or changing a record) (such as sending an email or updating a record). After a campaign has concluded, reporting tools may be used to analyze its performance. This educates marketers on what worked and what didn't.