What would you expect from a company when you contact it via an online form, i.e. asking for information about a product?

• You may get a ‘Thank you email’
• You may receive weekly newsletters about trends regarding the product you have inquired about
• You may be invited to a VIP event
• You may get access to interesting information on the company’s website in a section that was not accessible to you before
• You may even get a call from a sales rep to inform you about the latest and greatest

All of this requires human and marketing automation technology that enables you to set up conditions and triggers that create a path for each contact. Each prospective buyer is nurtured without human interaction, until such time they are deemed to be qualified for a direct conversation.

Marketing fact vs Marketing fantasy

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