Section 2: The Key Technology to Automating the Lead Lifecycle The Key Technology to Automating the Lead Lifecycle Solving lead management challenges with a General Automation Platform Thankfully, there’s a better way to solve lead • Sophisticated automation: GAPs automate • Scalability: The best GAPs scale with your management challenges and plug up leaks in processes among multiple cloud apps, such team’s data usage and needs, and are built your marketing funnel. (Without committing as setting a process to automatically update to help you collaborate with your team, not more hours to mind-numbing manual lead information and trigger appropriate bottleneck your progress by limiting access to spreadsheet work.) campaigns in CRM, outbound email individual connectors or individual users. automation, and other apps whenever leads Marketers from around the world are using engage with your campaigns or website. The Let’s explore how this new technology is already General Automation Platforms (GAP) to unsilo best GAPs have flexible logical operators such helping marketers successfully automate their data, deeply integrate their marketing as if/then conditionals, looping, and branching important lead management processes. apps, and automate key processes to cut out that help you build sophisticated, multi-step the manual errors and move faster. General workflows to do exactly what you need with automation platforms have these capabilities: your leads. • Full API integration: GAPs can connect • Ease of use: Another important feature to any cloud-based app (including MAP, CRM, look for is a completely visual, user-friendly outbound, webinar, database, project builder. One that lets anyone - not just management, and many others) at the API engineers - easily build workflows to process integration level. APIs are the fastest, most and upload lead lists, route enriched leads efficient way that cloud-based software to the right owners, and execute customized communicates with other software, and the follow-up - faster, without errors, and without best GAPs deeply connect applications to flow having to code. data even from highly customized instances. 6