Marketing automation platforms enable you to coordinate massive campaigns across display, social, email, and even direct mail, but most of that lead generation is wasted.

Sales still begin and end with conversations, and marketing automation creates the opportunity to start those conversations at scale. I’ll walk you through the bare minimum marketing stack to capture, score, and open leads with a team of imaginary business development reps, and show you formulas that can be applied across any B2B sales team.

It’s about shifting the funnel up a rung and creating humanized interaction at scale.