Raw inquiries are captured in one place regardless of where they originated and given a lead score based on demographic, firmagraphic and activity level or disqualified based on your sales criteria.
Leads that are not ready to buy can then be entered into an automated "nurturing” campaign. These campaigns are designed to build a rapport, a relationship with a potential customer – educating him/her on the most relevant topics of interest during each stage of the buying cycle. As lead gets closer to making a purchase, it is passed to sales, along with all the knowledge gained and held in the marketing automation tool.
Marketing automation takes advantage of the changes in the buying cycle. Twenty years ago people would call a company first to get information on its products and/or services. Nowadays, with the internet, prospects can educate themselves online before contacting a potential vendor. It allows marketing to nurture leads further along the sales cycle, freeing sales to focus on closing deals and reducing the overall sales cycle.
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