Marketing Automation lets you craft campaigns and communication tailored to the challenges and lifecycle stage of each lead. Move each contact further down the funnel when they're ready, right to the point of purchase. But go beyond the point of purchase by treating your customers as well as you treat your leads. Keep offering them helpful, remarkable content and keep them aware of upgrades and new products. With the right tools in place, and the right data intelligence to pull from, you will be positioned to quickly make informed decisions and know when your marketing efforts need to be fine-tuned, ramped up or ended.