In a third stage, variety diminishes as widely successful approaches become templates for standard configurations. Lead scores can be based on just a few attributes and activities: industry, job title, company size, location, lead source, email status, activity indicator, most recent activity date, and visits to specific Web pages. The system includes a resource library for both internal assets (templates, emails, Web forms, etc.) True Influence has existing integrations with Salesforce.com and SugarCRM. The system provides its own Web analytics, based on page tags.

But it lacks other features that are equally advanced: approval workflows, templates linked to deployed content, split tests, campaign actions to update data values, support for channels beyond email, and, most important, any way to direct leads from one campaign to another. Emails, landing pages and Web surveys all support rule-driven content selection, which lets the system send different messages in different situations even without conventional branching. Users build emails and Web pages by positioning objects (text, data entry fields, images, etc.) in layers.