Marketing Automation

Posted by on Jul 13, 2014 in | 0 comments

While there’s some overlap with the term “lead nurturing,” marketing automation is a bit different. Marketing automation can be thought of as the platform with associated tools and analytics to develop a lead nurturing strategy. Using an “art” analogy, marketing automation is the paintbrush, watercolors, and blank canvas. Lead nurturing is the artist that makes it all come together. A successful marketing campaign requires the use of both.

Marketing automation can be taken one notch higher using 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 only when it is most relevant to their stage in the buying cycle.

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