Leadpages is expanding its portfolio beyond tools for creating landing pages and optimizing them for conversion, with its announcement today that it has purchased marketing automation platform Drip.

Drip provides what it describes as “lightweight marketing automation” for small and medium-sized businesses, centered around email. This includes a visual workflow builder, forms for capturing email addresses, tags for tracking subscribers’ actions on a website or in an email, email marketing and a lead scoring algorithm. It also integrates with dozens of other applications and platforms, including Zapier, Shopify and PayPal.