Qualified leads are passing through your website daily. The trick is being able to capture and convert these leads into sales before they move onto the next site. Marketing automation programs begin with lead generation software that will automatically capture every potential lead that crosses paths with your site. It will hold onto qualified leads as they search online and help direct them towards relevant products or services that your company is able to offer them.
Website Visitor Tracking
Each lead that the software captures is monitored and tracked as they move along your site. Website visitor tracking will tell you which pages and articles they read, how long they spent on each page, and whether or not they are a repeat visitor. This information will make it easier to determine what they are interested in and how far along they are in their buying process.
Customized Lead Nurturing
Marketers can use the information extracted by the website visitor tracking software to cater content specifically towards their unique needs and interest. This will help you hold onto more qualified leads, since consumers who are seriously interested in a product or service will appreciate helpful and personalized emails and newsletter rather than the usual pushy sales pitches and irrelevant promotional pieces.
Lead Profile & Ranking
Marketing automation software will capture more qualified leads because it take the information gathered through website visitor tracking to generate a lead profile based on each lead’s behavioral and demographic characteristics. The software will assign a value to each attribute based on relevancy and then rank the lead based on how closely they match up to a typical consumer. This ranking system will show which leads are qualified and worth contacting directly.
Automatic Notifications to Sales Professionals
The best part of using marketing automation software to capture more qualified leads is that your sales team will be immediately notified about any qualified leads. The appropriate sales personnel will receive a text or an email instantly when the software identifies a lead that has a high potential for conversion.
If you are interested in learning more about capturing and holding onto qualified leads, please read Technically Marketing’s informative article, Driving More Qualified Leads to Sales Using Marketing Automation Techniques. I can admit that my opinion is slightly biased, since I am a marketing automation expert. On the other hand, the author at Technically Marketing who wrote this article has an appreciation for marketing automation based solely on research and professional experience.