Marketing automation

An increasingly common way of automating communication is through marketing automation tools. The companies that use them have the ability to:

1. Identify and collect information about potential customers in their digital channels (Lead capturing)
2. Score a visitor’s activities in order to find out where this person is at in the buying process. Examples of activities could be downloading a brochure, signing up for a newsletter or following a company on Twitter (Lead scoring)
3. Nurture and develop relationships, for example through content marketing tailored to where the customer is at in the buying process. (Lead nurturing)