So you've just launched your new shiny website. You have your landing pages and forms all ready to be completed. Your white papers are ready to be downloaded. But nothing is really happening behind the scenes.
You simply have a record of contacts who completed a form or downloaded a whitepaper. As soon as you have a form completion you contact this person via phone or email.
The problem? There is no lead nurturing, no scoring and no workflows. You have stopped. You have parked the bus and are not going anywhere.
(Editor’s note: "Parking the bus" is a soccer reference. It’s a tactic employed by defensive-minded teams to stifle attacking-minded teams. To park the bus is to line up most of your outfield players behind the ball with no intention of going forward, hence the term "parking the bus.")
How are you going to nurture your leads if you're contacting them as soon as they complete a form?