Automated Business Drivers is primarily steered by lead tracking, automated execution and end-to-end reporting. Everything that marketing automation does, falls under one of these categories.
Lead tracking is the process of pushing a prospective lead to the next stage of the sales funnel and strike a deal. At TransFunnel, we call a known contact (can be uniquely identified) in the system as a lead. Tracking the lead across all marketing channels, starting from form filling (and even before form filling in a few cases) to the final conversion lost/won, marketing automation is a friend in need. It tracks and tags every interaction a lead has gone through the whole lifecycle stages for future use.
The above demographic/behavioural tracking automates specific actions such as executing campaigns, sending alerts, segmenting databases, or enabling an internal process.
It is explained as generating end-to-end reporting for various business stakeholders to make strategic decisions or enabling closed-loop reporting to calculate the ROI from each dollar spent on marketing.
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