The Benefits of Marketing Automation

For us, it's really been about nurturing leads. Somebody performs some kind of activity. We collect their email address in this case. We put a cookie on them and we start tracking their behavior. Every time they open an email, they get a score. If they perform a bigger activity, download a trial or request a quote, the score bumps up very, very quickly. That means that the salesperson can also say, okay, I see based on their behavior that this is the particular product that they're most interested in. And now they're looking at the documentation, which means they're actually at a point where they want to evaluate it. Whereas before, they were maybe looking at