Marketing automation is often thought of as just software to help nurture contacts more efficiently. It consists of email, workflows, lists, and social tools that work with a large database of contacts to nurture them down the funnel.
But there's more to it than that. Marketing automation done right:
- Is coupled with a strong TOFU strategy to feed your database -- so you actually have new people to nurture.
- Considers context: Sending the right information, to the right people, at the right time.