Back in July 2013 G2 Crowd revealed some fascinating marketing automation research. Now there’s an update, announced in Chicago in December and published last week. The results are essential reading for anyone looking to invest in a marketing automation platform.

We’ve reached our third post on HubSpot Workflows, one of the features of HubSpot 3. Hopefully our previous blog posts will have given you an overview of Workflows, as well as an understanding of its capabilities as a marketing automation and lead nurturing tool. So, now that we’ve got a general grasp of HubSpot Workflows, let’s get to grips with how it actually works.

Marketing doesn’t stop with lead generation. There's no longer a simple handover of prospects from the Marketing team to the Sales team. Successful companies know that keeping in contact with prospects and gently encouraging them through the buying process with lead nurturing is essential.

Marketers have long known that potential customers often need a little help to steer them through the buying process. Providing relevant and timely information makes it more likely that a website lead will become a new paying customer. This means that capturing information and using it to send personalised, relevant emails is a great way to nurture prospects.