Volume 2 - Issue 2, March - April 2026

This study examines employee perception towards the usage of marketing automation tools in organizations operating in a digitally driven environment. With the increasing adoption of platforms such as HubSpot, Salesforce, Marketo, and Zoho, understanding employee acceptance and adaptability has become essential. The research analyses factors such as awareness, ease of use, training effectiveness, and perceived impact on job performance. Primary data was collected through a structured questionnaire and analysed using statistical tools including percentage analysis and Chi-square test. The findings indicate a positive perception among employees regarding automation tools, particularly in improving decision-making and interdepartmental coordination. The study concludes that effective training and organizational support are crucial for maximizing the benefits of marketing automation.

Shanmuga Preethi N, Sivakanni S,"A Study on Marketing Automation Tools and Their Effectiveness in Enhancing Organizational Performance" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(2): Page(1004-1008) Mar-Apr 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.