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If a company wants to keep up with our increasingly competitive market, it's mandatory to integrate all marketing, sales and customer success strategies. In each and every company, no matter the size or sector, the touch points that determine in which stage the customer is (awareness, engagement or purchase) must be carefully followed to ensure a flawless experience.

That's when marketing automation tools step in. Their job is to create simpler, faster paths for prospects and clients throughout the sales funnel. The concept is very simple: send the right message to the right person, at the right time. Pretty straightforward, isn't it? But it does get better.

Customer journey automation platforms are the next step when thinking of a marketing automation strategy. It provides more accurate customer coverage with greater flexibility and adaptability, by determining where each lead, prospect, and customer is on their current journey rather than where they fall on a particular step of a funnel or linear path.

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