Marketing activates, such as campaigns, expos and newsletters as a sample create awareness.
Its crucial mixing together (CRM) customer relationship management and (MAS) marketing automation systems. Our findings is that without automation, tracking ROI is impossible. Using CRM as a sales and services tool we can start to feed down leads, they are then qualified and feed to the appropriate sales/communications team. Then its all about nurturing the client, farming, finding new opportunities by mapping needs. This can be done based on behavior on site, purchase behavior or other qualified signals.
Its all about Multi-Touch Revenue Attribution.