Lead Follow-Up operates within a Business Rules Framework, enabling a variety of applications.

Lead Nurturing Automated lead nurturing ‘out of the box’ – ready for your drip marketing campaigns
Workflow Applications Multiple workflow applications possible (not natively available in Salesforce Professional Edition)
Salesforce Integration Deeply integrated with salesforce.com – works with leads, contacts, opportunities, accounts, tasks, cases, and custom objects
‘Instant Feedback’ Built-in feedback mechanism – enables closed-loop marketing
Landing Pages Personalized for your email recipients. Update Salesforce records directly.
Actionable Results Rules can fire based on recipient email behavior (opens and click-throughs, plus others)
Real-time Alerts Real-time Chatter alerts