The Evolution of Lead Nurturing of Lead Nurturing From Email Marketing to Marketing Automation

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  1. 1. Online marketing makes it possible to use automated programs to do a better job of cultivating your leads. Automated programs are easy to set up, and allow you to replicate your best marketing campaigns, using fewer resources and less effort. The Evolution of Lead Nurturing The Evolution of Lead Nurturing From Email Marketing to Marketing Automation Spray and Pray Ongoing Cadence Lead Lists Prioritized Leads Data Points Analytics Prospect Clicks Prospect Behavior Connection Integration Customization Personalization Sales Hand-Off Email messages sent to large groups of potentially uninterested and unqualied people. Enables regular communication with prospects, and trigger new messages depending on the actions prospects take. Lists of contact information provided without proling or prioritization. Bases lead value on pre-determined scores of particular behaviors across online channels. Information about individuals is static and makes prospect proles difcult to establish. Track and measure all key attributes, view results in real-time, and receive more in-depth analysis. Metrics limited to opens and click-through behavior. Aggregates data returned from disparate marketing tools and consolidate into a single, usable prospect prole. Additional applications have to be purchased. Integrates campaigns with every aspect of marketing: CRM, social tools, asset management, webinars & data providers. Limited customization of form elds and/or imported data for use during segmentation. Goes beyond the greeting eld to provide dynamic content based on specic online behaviors and/or demographic information. Leads passed off even if they are not ready for a sales conversation. Allows for development of a clear sales and marketing process that only passes on leads that are qualied and ready to buy. Sales Alignment act-on.com MARKETING AUTOMATION EMAIL MARKETING VS.