CRM systems and sales intelligence tools have made marketing automation field quite competitive in last few years. Everyone has a campaign management tool, a subscription to the list of organizations, list of email address, and Linkedin Subscription. Use of Search engine optimization techniques has made sure that inbound leads are increased.

There is an increasing use of intent data by marketing teams at the same time. Intent of the potential customer is identified by various means such as webinars, news, twitter post, and linkedin postings. There are other data sources that have shown good signals on prospect’s                                                                                           behavior.

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