Recently, a new type of online marketing system, marketing automation, has become popular. What is it, how does it work, and should you adopt it?
What Is Marketing Automation?
A marketing automation system helps you manage your leads, which is different from lead generation. The goal of lead generation is to get more names in your database; the goal of marketing automation is to transform raw leads into Sales-ready leads.
Marketing automation bridges the gap between lead-generation activities and follow-up by Sales. Because Sales will get better-educated leads who are ready to talk to a salesperson, it removes the main cause for tension between Sales and Marketing: low-quality leads.