If you are one of the companies investigating marketing automation systems then you are aware of their bold claims for generating leads.  And, they would be right.  There is much to love about the benefits of marketing automation systems.  

They provide one of the foundational components for Marketing 2.0.  Amongst the highlights are these systems' ability to:

• Build an "intelligent", multi-step campaign - using a prospect's actions to direct him/her to the next content in a series of messages / events
• Notify salespeople of activity - such as email opens, the fact that "prospect X" is on your web site... right now!
• Score leads - based upon demographic data and activity - helping us know "who to call" or "who to nurture"