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With marketing automation we send emails to leads after some time or after some event, so that we are always in contact with the lead without being too pushy. This helps in keeping the lead fresh.
Marketing automation is workflow driven. We develop a workflow according to which emailsare sent the leads. Because of this different types of leads can be handled differently.
With the help of marketing automation we can score the leads according to how hot they are. Cold leads are scored low and later on they are not contacted. This helps marketing team to understand which leads require nurturing.
Purpose of marketing automation is to nurture and ultimately convert the lead which is does so very efficiently as long as the workflows are efficient.