In the current business climate, human marketing resources are under threat. They are too hard to manage and too expensive. At the same time, clients and potential clients are demanding more and more interaction with your company. If you were to nurture all these leads with human beings, it would cost too much. So, what should you do? Using marketing automation is essential. But, which tools are most appropriate? Good lead nurturing requires tracking the prospects activity. When activity happens offline, it becomes very difficult to track. Sure, you could have sales or marketing personnel enter data by hand, but this is expensive and unreliable. By far, the best choice is to use your Web site to perform this tracking. A Web site can track individual activities. This means that you will know about all the touchpoints between your company and your prospect. Note that your Web site is probably not already interesting in and of itself to perform this function. You will need to think of all your marketing efforts as leading somehow back to the Web site. And to do this effectively, you will need to be sure to have content related to problems and solutions, so that (eventually) you can go (back) and look at which of those the prospect was/is interested in.