Ed Marsh says, “You’re probably familiar with the typical implementation of marketing automation. You might even be part of the 19% of B2B companies which SalesStaff recently reported use the tools – and if so, perhaps you’re among the elite 37% of that group which they found actually leveraged some of the personalization capability which is at the core of today’s marketing automation.

Most commonly, marketing automation is used to automate steps in the process of converting website visitors to contacts and nurturing contacts to leads until they’re ready to be handed off to sales. This allows companies to scale lead generation and nurturing – particularly the “early stage” leads that are common among internet enabled buyers. Online forms, workflows, automated emails, analytics, activity tracking and lead scoring are the tools often used for this.

In more advanced cases, information which is collected directly (e.g. through form responses), indirectly (e.g. through IP address) and inferred (e.g. by observing frequency and duration of visits and types of content being consumed) is used to customize the contact’s experience”.

Marketing Automation: From Shiny Marketing Gadget to Powerful Sales Tool

HubSpot

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