It’s only natural for marketers involved in business-to-business lead generation to be attracted to the lure of marketing automation. It’s easy to be mesmerized by software, such as Act-On, HubSpot, Marketo and Eloqua, that tracks how Web visitors find your website, the pages they look at, the path they take from one page to the next, where they spend the most time, and what content they download. All of this creates a myriad of data points that marketing can use to optimize the website, attract more traffic, and provide more of the content that Web visitors love. It doesn’t stop there. The software captures leads and sends emails to Web visitors based on the content they download. And it collects all the juicy tidbits marketers love to know about the leads and clients in a database.