The most important thing is its automated nature which makes it easy for me as an account manager / sales rep in my organization (a small one). I have been using this tool since last 3 years now & find nothing much bad from their service so far! There are some features like Lead Scorecard available only when we subscribe them but they make sure everything remains smooth even without those premium services too!! Great platform if your looking at getting insights into how well each channel performs within our business or across businesses - both B2B/C marketplaces etc..