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 NurturingThe 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 unqualified people.

Enables regular communication with prospects, and trigger new

messages depending on the actions prospects take.

Lists of contact information provided without profiling or

prioritization.

Bases lead value on pre-determined scores of

particular behaviors across online channels.

Information about individuals is static and makes prospect profiles

difficult 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 profile.

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 fields and/or imported data for

use during segmentation.

Goes beyond the greeting field to provide dynamic content based on

specific 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 qualified and ready to buy.

Sales Alignment

act-on.com

MARKETINGAUTOMATION

EMAILMARKETING VS.