Sending leads from your marketing automation system to your CRM environment isn’t a one-time event. Those leads still need nurturing—both to keep current customers happy and to encourage those early hand-raisers to fully convert into actual hot leads. The best way to do this? Ensure your CRM system is funneling opportunity to your marketing automation platform (like the emfluence Marketing Platform, for example) with the data it needs to generate the most effective follow-up campaigns. In the world of email automation, this data passage is referred to as “trigger” marketing.
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