What is a lead? For the longest time, marketing and sales are always about leads. Leads can either be a person or an organization that demonstrates interest in your products or services. Lead generation is the marketing department’s concern. They employ techniques and tools to accomplish this and given the Internet facility, the process has been much easier to deal with. But while generating leads seems simple, lead nurturing, lead scoring and management of lead database, which are necessary for driving revenues, are more complicated processes. Given this, marketing automation becomes an essential tool. Just like any other tool, the
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