Marketing automation is a bit different. Marketing automation is the platform with associated tools and analytics to develop a lead nurturing strategy. Think of marketing automation as the tools in the shed, but lead nurturing as the builder that brings the tools together to create something. Both must be present for effective lead nurturing.
Take it to the next level: behavior-based marketing automation. Behavior-based marketing automation refers to a system that triggers emails and other communication based on user activity on and off your site.
It enables marketers to nurture leads and send them information when it is most relevant to their stage in the buying cycle.