Marketo, Aprimo, Eloqua, Silverpop and all the rest are there to push this technology towards you. As they should… because without a sound lead nurturing process your firm suffers and those leads you worked so hard to generate will likely do business with competitors. Marketing Automation doesn’t work unless you have a sound, targeted media plan that will generate quality leads in the first place. Remember, not all leads are created equal. Some leads are in the “just looking” buying phase while others are more serious “need a solution” phase.