This document discusses 5 ways that marketing automation can be used to build true customer loyalty. It explains that marketing automation software automates repetitive marketing tasks and helps track marketing expenditures and campaign responses. It then outlines the 5 ways as measuring loyalty, building brand advocates, personalizing experiences, keeping scoring leads after purchase, and creating end-to-end customer experiences. Building loyalty through marketing automation allows targeting the right content to each customer to turn them into advocates and new referral sources.