Tag Archive for: Marketing Automation

Lead Liaison

Five Ways Marketing Automation is Good for Your Company

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Five Ways Marketing Automation is Good for Your CompanyMarketing automation is good for your company. In the world of marketing, automation makes sense. Why? For two reasons: 1) automation provides better tracking and lead management for digital marketing campaigns; and 2) automation provides marketing and sales alignment, which allows both functional silos to operate more efficiently and effectively.

Lean B2B companies with smaller sales and marketing departments can automate functions that, in the past, have required hours of work. Mid-size companies can be more agile with messaging that reacts to market sentiment. Large companies can maintain a competitive edge through targeted, sustained campaigns that strengthen brand loyalty and grow top line revenues.

Marketing automation (MA) is used to streamline workflow and provide measurement for marketing activities in order to increase operational efficiency and accelerate revenue growth. How does MA help small to large companies improve their marketing effectiveness? There are five benefits that marketing automation provides:

Nurture Relationships

Marketing  industry analysts claim that 20% of leads that connect with your brand are not sales-ready at the point of first contact. Therefore, a relationship must be built to move a suspect lead to a customer. In fact, when done properly, lead nurturing can yield nearly 50% more sales-qualified leads from marketing campaigns. Marketing automation allows marketers to develop, execute, and monitor extended campaigns that move leads through buying stages.

Retain/Strengthen Existing Relationships

Marketing automation provides a way to encourage brand loyalty through scheduled messaging to customers. Companies that incorporate MA have significantly improved their customer retention rate versus those that don’t, according to industry leaders. Data collected through digital engagements can be analyzed and leveraged towards stronger relationships. In addition, MA provides a structured approach to up-sell and cross-sell opportunities.

Segment Market Participants

Companies are able to segment leads by various criteria through the use of marketing automation. For instance, groups can be easily organized by geography, demographics, online behavior, and other attributes. Marketers can increase messaging effectiveness by tailoring campaigns that capitalize on stored data.

Sales and Marketing Alignment

Marketing automation is the best way to blend marketing and sales activities for greater efficiency and effectiveness. MA helps each silo through coordinated messaging, lead scoring, and pipeline management functions. Companies can more readily identify hot leads through a combination of lead nurturing and lead scoring. And systems that integrate with customer relationship management (CRM) platforms provide a seamless transition for leads that have moved from marketing-qualified to sales-qualified status.

Measure ROI

Perhaps the most beneficial aspect of marketing automation is the ability for management to measure return on investment in both sales and marketing functions. Executives can analyze response rates,  social media impacts, and other metrics with a few clicks. For example, our Lead Management Automation™ platform provides details about lead sources, campaign types, and most active lead territories, to name a few.

The bottom line is that marketing automation solutions like those developed by Lead Liaison provide companies a streamlined approach to marketing activities and builds alignment between sales and marketing. Business executives can save time and money, measure and optimize marketing investments, and drive revenue growth faster through a robust marketing automation platform.

Please share how your company reaps the benefits of marketing automation. To find out how Lead Liaison can strengthen and improve your marketing process, contact us today!

Lead Liaison

How to Get the Most from Marketing Automation

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How to Get the Most from Marketing AutomationRecently, there have been some marketing specialists that have besmirched the reputation of marketing automation (MA). They have said marketing automation does not work or that MA is not cost-effective. But we are here to tell you that evidence shows B2B marketing automation can make many companies more effective in their marketing practices. The key to making an MA system work effectively is the strategy that is developed before the system is deployed. Here are a few ideas to consider when you’re developing an automated B2B marketing strategy to get the most from marketing automation.

Keep email lists up to date

B2B marketing automation relies heavily on email transmissions. Unfortunately, email addresses often change and job tenure is not as extended as it used to be. Therefore, it’s critical to maintain a current email database with active accounts. Email records decay at a rate of 25% per year so stay on top of your email list: plan to review database records annually and review deliverability reports monthly or quarterly.

Provide timely information

According to a Gartner Research “customers will manage 85% of their relationship with (an) enterprise without interacting with a human.” This means that automated marketing messages had better be relevant and timely. Inbound marketing relies on connecting digitally with leads at the right time, but it’s just as important that auto-response messages connect mentally when prospects are searching for solutions.

Match messaging to lead source

Prospects can connect with your brand from a number of sources. Make sure that the automated messages that follow a lead’s action support the lead source that “sent” the lead. For instance, a lead that connects with you through a Facebook share should receive a message that references the share link that was used to find your brand. This way you recognize your prospects as unique and provide personalized messaging.

Set a reasonable pace for message delivery

With so much email – both wanted and unwanted – filling up mailboxes, it’s a challenge to grab attention and generate enough interest to get read. To get opened you must approach your leads cautiously but consistently. Avoid sending messages too frequently, you may become an irritant. Send messages too infrequently and you risk losing a customer to another more timely message. There is no magical formula for setting delivery schedules but a good rule of thumb is to schedule messages for delivery between three and seven days from the previous contact event.

Tailor messaging to lead behaviors

Don’t simply send a broad message to market segments, acknowledge the path that has brought a prospect to your brand by addressing previous online activities. You can’t rely on your messaging to be simply relevant to your markets’ objectives (i.e. seeking a solution); messages should also remind leads of the digital journey they have taken to get to your brand. Blog reads, website visits, purchase history, and search activity should all be considered when designing automated marketing messages.

Change with customer evolution

Automated marketing should not remain static. Ten years ago there was no Facebook, LinkedIn, or Twitter. The channels that B2B buyers use to find solutions will likely change over the next 10 years. B2B prospects use search engines 93% of the time to find solutions and 37% post questions on social networking sites for information. Your automated marketing strategy should be flexible in order to adapt to changing digital marketing channels.

Don’t rely on email alone

Marketing automation systems are evolving. Use automated article delivery or set landing pages to deliver messaging. In the era of full mailboxes, consider other assets to drive lead engagement.

Automated marketing practices are relatively new, and some claim that the verdict is still out on their efficacy. However, the Lead Liaison sales team has found that customers have seen improved response rates and higher conversion rates through the use of our automated marketing solutions. This means more revenue is being generated. The key takeaway here is that, in order for your marketing automation system to be effective, your automated marketing strategy should be solid. To find out more about setting up an effective marketing automation strategy, talk with one of our knowledgeable Lead Liaison sales agents today!

Lead Liaison

Why Marketing Automation Can Produce More Sales-Ready Leads

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Why-Marketing-Automation-Can-Produce-More-Sales-Ready-LeadsMarketing automation can produce more sales-ready leads for your business. Not every online lead is ready to make a decision. Many online shoppers are still deciding whether or not they even need a product or service. They have not begun the process of deciding where they will make their purchase and they have no desire to speak to a salesperson until they are ready.

Marketing automation is designed for these types of leads. It produces more sales-ready leads by first identifying leads that are actively demonstrating interest by researching information online. Marketing automation then tracks each of these lead’s online behavior and rates their activity against the pre-purchase behavior of existing customers.

Lead Profiling and Scoring

By comparing potential leads to the typical buying patterns of current customers, marketing can prioritize leads based on their likelihood of conversion. They can also encourage leads to volunteer their demographic information using registration forms for newsletters, white papers, or tutorials. Leads that are willing to fill out online surveys are given higher priority, since it demonstrates a more sincere interest in a product or survey.

Marketing automation is designed to gather as much information on a lead as possible to determine BANT (Budget, Authority, Need, & Time). Can they afford to make a purchase? Do they have the authority to make a purchase? Do they need to make a purchase? Are they ready to purchase? The answer to all four questions should be yes before the lead is given to the sales department.

Use Quality Content to Nurture Leads

If the lead is not sales-ready, the marketing automation program will build on their interest with informative content that confirms a need for a product or service. For example, if a lead has clicked on a page that discusses general information about the online accounting software program that the site offers, lead nurturing can be programmed to email a helpful article on how accounting software programs can save a business time and money.

If a lead is further along in their buying process, the nurturing content can be designed to make them feel more confident about their purchase. Using the previous example, it could be an article on how technology has made it safer and easier to manage your finances online. This aspect of the marketing automation process will produce more sales-ready leads by nurturing leads based on their individual needs.

Customization based on Lead Segments

To make the content customization process more efficient, leads are broken down into lead segments based on similar profiles and score. Marketing automation generates an abundance of leads and it is too difficult to personalize content for every single lead. By grouping leads together, content can be created for each type of lead.

The marketing automation process can produce more sales-ready leads by profiling, scoring, segmenting, and nurturing each lead throughout their buying process. Only leads with the highest scores are given to sales, so valuable time is never wasted on leads that are not ready to buy.

Lead Liaison

How to Develop an Effective Marketing Automation Strategy

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How to Develop an Effective Marketing Automation StrategyAn effective marketing automation strategy has the ability to quickly generate new customers and increased revenue. It gathers potential leads that are actively searching for information online, profile’s each lead’s interests, nurtures leads with helpful and relevant content, and then scores them to assess their potential for conversion. The process is efficient and automated, but a truly effective marketing automation strategy will also require a human touch.

It is All about the Customer

The first and most important focus must always be on satisfying the customer’s needs and concerns. This can be achieved by understanding the critical attributes of existing customers and then using those factors to create a lead scoring model.

What is the lead researching online?

What is their buying history?

What are their interests?

An effective marketing automation strategy is based on finding out as much information as possible on every potential lead. Clever marketers will use registration forms to block particularly valuable content, requiring leads to volunteer pertinent information prior to access. Marketing automation also uses online newsletter registries as a method for gaining greater insight into a lead’s characteristics.

Lead Profile & Ranking

Once this information is obtained, marketing automation software compares and ranks it using a profile of an ideal prospect. For an effective marketing automation strategy, the profile it is ranked against should as closely represent a typical buyer as possible. A good plan is to create the lead scoring using a collaboration of both the sales and marketing team’s experiences with current clientele.

Marketers know what landing pages and tutorials are bringing in business and the sale’s team understands what their customers need and want. Any marketing automation strategy will need both perspectives to effectively capture an accurate and complete lead profile.

Segment Leads into Groups

Using the information gathered for the profile, each lead will be segment in groups based on similar needs and wants. Marketing automation cannot effectively target every lead individually due to the massive volume of leads it generates. However, personalized campaigns make a huge difference in the eyes of the customer. Since the customer is the first priority of marketing automation, lead nurturing campaigns are created to target specific lead segments.

Content that Provides Value

The last fundamental aspect of marketing automation is creating relevant and informative lead nurturing content. The content that is being provided to lead must offer them real value. This is a business’ chance to brand themselves as experts in their field and earn the customer’s loyalty.  All lead nurturing content must be focused on building relationships and trust.

An effective marketing automation strategy begins by profiling, ranking, and segmenting each lead. Once leads are grouped together and their needs are understood, quality content can be customized to satisfy their concerns. All of this is designed to produced more qualified leads and build stronger and longer-lasting customer relationships.

Lead Liaison

How Marketing Automation can Improve Web Experience Management

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Marketing Automation for Web Experience ManagementMarketing automation can improve web experience management. Web Experience Management (WEM) is focused on managing a user-friendly website by presenting a seamless contextual experience across many digital channels. Marketing automation (MA) is the process of automating manual marketing strategies to improve lead generation. Although both processes are quite different, they share the same main focus: enhancing the customer experience to build trust and loyalty.

By integrating these two systems, marketing can gain a better understanding of customer needs and how they can effectively enhance their customer’s online experience. Powerful content can be created to address specific customer needs, new features can be added to the website to improve the customer experience, and new promotions can be offered that are based on live customer feedback.

In the same way that the combination of marketing automation and web experience management will improve the customer experience, a failure to focus on either component can have a negative effect on both. For example, it is fair to assume a customer will quickly leave a website if the site is slow or it cannot be easily navigated. This customer may have the need and the budget to make a purchase, but instead they will find a site that is easier to use and forget the original site ever existed.

Marketing automation cannot generate high-quality leads, if the site is not user-friendly. There is an endless stream of online resources, so consumers will not tolerate a site that does not meet their expectations. They will simply leave and find one that meets their needs. That is why WEM is necessary to marketing automation.

Marketing automation is used to delve into the characteristics and behavior of visitors on a given website. It creates a detailed customer profile using lead scoring and then develops relevant and informative content to nurture each lead. If a business is focused on WEM, but they are not tapping into their leads online activity, they are not giving the user an ideal online experience.

For example, a marketing firm has a home page plus seven content pages (Website Design, Printing Services, SEO, Social Media, Video Optimization, Mobile Optimization, and Advertising Campaigns).  If the website consists of eight pages and only two of them are clicked on repeatedly by customers, there needs to be a greater focus on content that pertains to these two pages.

Using marketing automation, a company can pinpoint that 65% of visitors spend the majority of their time reading content on the SEO and Social Media pages, where only 5% click on the Printing Services or Advertising Campaign pages. A smart online business would then incorporate more SEO and social media topics onto their other pages and into their nurturing content.

Marketing automation can also provide insight into where a lead is at in their buying process. It is beneficial to have a WEM site that engages visitors, but there comes a time when the lead should be handed over to the sales department to seal the deal. Marketing automation ranks leads based on their likelihood of conversion and it will identify leads that are ready to buy.

When marketing automation is intertwined with web experience management there is more focus on the lifetime of interactions with a customer instead of one single transaction. This will enviably increase the chances of conversion and strengthen brand loyalty.  Marketing automation improves web experience management and vice versa. It takes both to be successful in today’s competitive global market.

Lead Liaison

Marketing Automation is Like Dieting – But We Mean ‘Good’ Dieting

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Marketing Automation is Like DietingMarketing automation is like dieting. We’re not too far out from the New Year, are we? It’s already the end of March, but some of us are taking those New Year’s resolutions pretty seriously. Sticking to a gym regimen, spending more time with family, cutting back on the sweets – many resolutions change the lives of the people who make them. We universally agree that paying better attention to our bodies and caring for our physical health should be of utmost importance. Some folks claim their business is the chief focal point of their lives and the time spent on business matters prevents them from better health or a more rewarding personal life.

If you’ve ever said this, it’s time to think about how the health of your business correlates directly to your own health. Marketing automation for your business could be key.

Marketing Automation is a Resolution You Can Keep

The New York Times ran a great opinion piece last month about how relaxing and enjoying more personal time – including sleep time – can create a better work experience for all of us. One statistic from this piece rings true:

Spending more hours at work often leads to less time for sleep and insufficient sleep takes a substantial toll on performance. In a study of nearly 400 employees, published last year, researchers found that sleeping too little — defined as less than six hours each night — was one of the best predictors of on-the-job burn-out. A recent Harvard study estimated that sleep deprivation costs American companies $63.2 billion a year in lost productivity. [1] – New York Times

We all know that more sleep and more efficient self-care will improve our lives, but many of us miss the fact that streamlining our businesses is required to take that time off. If your back end is a mess, a chain reaction starts – you spend more time managing things at work that could otherwise easily be handled (think marketing automation), which then deprives you of personal or self-care time.

For many business owners, the way with which customers are handled and managed, leads are processed and followed up on and billing is managed can all be part of separate processes and platforms. Marketing automation helps bring those platforms into one centralized place for business owners.

With marketing automation, you know that a lead will be qualified properly and will get the amount of follow-up time deserved. You’ll have an idea where money is wasted on your marketing – on what’s working and what’s not. The more efficiently you spend your money, the more you’ll have in the bank. What does this mean for you?

  1. More money to hire great people and bring on new clients
  2. Ability to let things go and not micromanage – you know your tools will tell you what’s working, so you don’t have to poke in on your team as much. The data’s right there.
  3. Better metrics in place to liaison with your marketing company or team.

Marketing Automation is Like Changing Your Lifestyle

If your leads are coming in and managed in a sloppy way that even you don’t fully understand, you’re missing out on the opportunity to get more life and productivity out of your business. Marketing automation may be a great solution for you. Think of it like going on a diet [2] – before you start, you have to really take stock of your eating habits and make decisions about which ones adversely affect your health. Some people are moving at the speed of light and eating high-calorie lunches at their desks rather than preparing meals at home. Some people crash out by 10 pm after a long day at work, only to skip the exercise and repeat the cycle the next day. Over time, not confronting habits that don’t ultimately serve you negatively impacts your health.

Your business can be in bad health, too. Many slender, in shape people aren’t in great health – and likewise, just because you’re in the green from month to month doesn’t mean your business is in great shape. Try sitting down and making a list of your business bad habits and how they negatively affect your growth and your work flow. How can marketing automation help?

It’s time to sit down and confront bad habits that a good marketing automation program can help you fix. Lead Liaison is the answer for many, and could be for you! Talk to us how we can help your business get into shape today!

 

 

[1] http://www.nytimes.com/2013/02/10/opinion/sunday/relax-youll-be-more-productive.html?pagewanted=all&_r=0

[2] We mean a diet you actually love, of course.

Lead Liaison

How Marketing Automation Strengthens B2B Relationships

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How Marketing Automation Strengthens B2B RelationshipsMarketing automation strengthens B2B relationships. Savvy purchasers are spending more time researching their buying decisions online and it is resulting in higher expectations of online businesses. They are now craving more personal attention from the fast-paced, highly-technical commercial business world. B2B buyers want to feel like they are valued customers again. They want the same customized service from their online vendors as they are accustom to from their local suppliers.

Offers Value before the Sale

Marketing automation strengthens B2B relationship by offering advice and guidance prior to the sale. It shows the B2B buyer that the company cares enough to offer them advice without expecting anything in return. Let’s compare this method using a traditional office furniture store. Prior to the internet, a salesperson would book an appointment with a buyer to go over their catalog and pricing. During this meeting, they would offer their advice and expertise on what type of furniture would best suit the space.

When a customer is browsing office furniture online, they may not know exactly what they need. They know what appeals to them, but unless they have some interior design experience, it will be difficult to figure out which pieces of furniture will work best in their given space. If the website for the furniture store offers the perspective customer design tips and helpful articles that explain how to choose the ideal layout, it will provide the buyer with additional value.

Offer Personalized Content that is Helpful to the Lead

In marketing automation, this is referred to as lead nurturing content. It is not meant to be a sales pitch or ad copy. Its main goal is to brand a business as an expert and develop trust with a buyer. This relevant and informative content can be further personalized based on the lead’s online behavior. The possibilities for customized content increases dramatically when a lead is profiled and scored using marketing automation.

Gain Greater Insight into Each Lead

Lead scoring provides deeper insight into buyer’s behavior and demographic characteristics. It assesses and ranks each lead compared to a typical consumer. By tracking which pages a lead visits, which tutorials a lead downloads, and how frequently a lead visits a site, marketing can determine their likelihood of conversion. When past purchasing history and demographics are added into the mix, lead scoring can provide a clearly defined profile containing all of the lead’s vital details.

Group Leads Based on Similar Needs

Once leads have been profiled and scored, they can be segmented into similar groups for a more customized approach. It will most likely be too difficult to cater to every leads concerns individually. Leads that share the same needs are grouped together and nurtured by providing information that is more relevant to their online activity and demographic profile.

Marketing automation provides a deeper insight into each lead and their unique needs. This insight can be used in countless ways to strengthen the connection between supplier and buyer. By using marketing automation to strengthen B2B relationships prior to a sale, a business can brand themselves as an expert and develop trust with future clients that will last well beyond the initial sale.

Lead Liaison

The Real ROI achieved from Marketing Automation

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Real ROI from marketing automationMarketing automation is gaining in popularity among big businesses, but is it really worth the investment? What’s the real ROI from marketing automation?

Absolutely! Anytime a traditional system is changed from manual to automated, it increases efficiency and enhances its capabilities. Automation significantly reduces labor expenses while increasing the total volume of leads generated, since more can be achieved in less time. In today’s highly competitive and fast-paced marketplace, most time saving solutions are worth the investment. Let’s talk about the real ROI achieved from marketing automation.

Marketing automation uses software to automatically generate leads based on online activity. Every visitor on a site is a potential consumer and the only way to effectively track each of these visitors is by using an automated program. Every lead also leaves their own unique trail of evidence in regards to their purchasing potential. The manual labor that requires tracking and profiling every visitor’s behavior and characteristics would be astronomical, especially if the website generated a high volume of website traffic.

Being able to quickly capture leads and generate useful profiles on every lead is one of the real ways marketing automation is able to achieve ROI. Lead profiles can be used to categorize each lead into segments based on similar attributes. Rather than focus on thousands of individual leads, a company can focus on groups of related leads.

Another way to measure the true value of marketing automation comes from how these profiles can then be used to nurture and convert each lead into a sale. Marketing automation efforts should always be aligned with a personalized lead nurturing campaign. Content used to persuade each lead should be targeted to a particular concern or interest of a various lead segment.

For example, if automation software has established that a group of leads have all visited the site’s “do it yourself home renovation” page. These leads can then be targeted with helpful articles on how to successfully complete a home renovation project on your own.

Being able to tap into a lead’s needs is a priceless ROI and it is a direct result of effective marketing automation. The more a company can connect and develop trust with the lead, the more likely the lead will become a life-long customer.

Another ROI factor worth mentioning about marketing automation is its ability to produce higher quality leads. Marketers are only handing over leads that are truly interested and ready-to-buy. This pre-screening process will use the sales team’s time more efficiently. Since every lead is first profiled, nurtured, and scored before the sales team is involved, they are closer to being ready to make a decision.

Marketing automation is popular because it works. Big businesses benefit from a reduction in labor expenses, stronger lead profiles, a more personalized approach to lead nurturing, and a higher lead conversion rate. The ROI for marketing automation is certainly worth the investment.

Lead Liaison

Better Lead Management using Marketing Automation

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Better Lead Management using Marketing AutomationLead management drives business. Being able to gather, nurture, and direct leads is a fundamental aspect of every company’s success. Marketing automation has streamlined this process into a highly-effective machine that produces leads with a 50% higher conversion rate than traditional marketing. It provides better lead management using automated software combined with a personalized approach to target leads efficiently and effectively. Here’s how you can achieve better lead management using marketing automation.

Driven by Lead’s Online Activity

Marketing automation sources leads based on their online behavior and demographic profile. This gives marketers the ability to tap into a lead’s buying process to determine how they research and source their purchases. It is focused on the links they click on, the pages they visit, as well as the demographic characteristics that they volunteer during online registrations.

Measures Activity Using Lead Scoring

Online activity is measured using lead scoring criteria to determine which leads have the highest potential for conversion, resulting in better lead management. It gives higher priority to leads with recent activity and it degrades leads based on periods of inactivity. Lead scoring also attaches a value to each lead based on their professional information and the behavior they have exhibited on a website.

Gives Sales Only Qualified Leads

By comparing leads to an ideal customer profile using lead scoring, marketing can determine where each lead is at in their buying process and how likely they are to convert. Only qualified sales leads with the highest scores are passed onto the sales department, so their time is never wasted on leads that have a low potential for conversion.

Offers Further Lead Nurturing for Leads that are Not Ready

Unqualified or cold leads are redirected back into the lead nurturing program until their engagement level increases. Lead nurturing offers potential consumers answer to their most frequently asked questions. It is personalized and relevant content that provides leads with free advice in an effort to build trust in a particular brand.

Creates Strong Relationship with Leads

Since leads are first profiled and then nurtured, marketing automation has the power to create a strong relationship with the lead prior to the purchasing being made. Effective lead nurturing will establish a company as being a trustworthy expert in their field. If the lead nurturing program is effective, leads will feel like they can rely on the free information provided by the business. This will also make them feel more confident in their decision to buy.

Lead management is a complex process that used to require a team of marketing professionals. It can now be efficiently managed using marketing automation software that is driven by potential lead’s online behavior and demographic profile. It generates more qualified leads and nurtures undecided leads until they are ready to make a decision. It also builds trust between lead and supplier. There is no doubt that better lead management can be achieved using marketing automation.

Lead Liaison

How to Generate More Revenue using Marketing Automation

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Generate More Revenue using Marketing AutomationMarketing automation is an extremely streamlined and systematic process for generating the greatest number of potential leads using automated software. Its principle function is to generate more sales and revenue by improving the quality of every lead given to the sales department. It also naturally uses fewer resources, since traditional marketing tasks are now automated. There is no debate whether marketing automation generates more revenue than older methods of marketing and that is not the focus of this article.

Instead, this article will explain how a company can exploit the power of marketing automation to generate even more revenue. There are proven techniques to ensure a company is generating the greatest number of leads possible, as well as strategic ways to nurture these leads to increase their chances of making a purchase.

There are also simple methods for monitoring and prioritizing each lead using effective lead scoring to make sure leads with a higher chance of conversion are given the most attention. More revenue will be generated using marketing automation when all of these efforts are combined.

Generate More Leads

A lead is anyone who comes in contact with a business’ online entities. A business can increase the number of leads they generate by focusing more on their SEO efforts and expanding their online presence. They need a dynamic and intriguing website that ranks on the first page of search engine results using keywords that are relevant to their consumers.

Modern businesses also need to use social media sites like Facebook, Twitter, and LinkedIn to engage more potential leads. The marketing department must create posts and promotions that generate interest and encourage social sharing. Leads that are obtained through relevant content and posts have a higher potential for conversion.

Convert More Leads with Better Nurturing

All nurturing should start by segmenting the leads into similar groups based on their demographic characteristics and online behavior. Lead nurturing needs to be personalized to generate more interest and more revenue. Although marketing automation is an automated process, the content it produces should not sound like it is coming from a machine.

It needs to speak directly to the reader and create a real connection. Marketers should focus on a common need or concern of a group of potential leads and then provide them with informative content that answers their questions.

Prioritize Lead with Lead Scoring

Every visitor on a site has a different level of interest. Some are anxious to buy while others are still in the initial research phase. It is important to know which ones may buy today and which leads have no intention on every making a purchase. This can be determined by monitoring and scoring their online behavior.

Marketing automation software is designed to pick up on these triggers and identify which characteristics indicate a greater chance of conversion. A solid marketing automation strategy should also incorporate online registration forms that are geared at extracting demographic information from a lead to improve the scoring model. All of this information is ranked and compared against a typical customer to determine each lead’s potential.

A business can generate more revenue using marketing automation by using SEO to increase their website traffic, creating more customized lead nurturing content, and by prioritizing leads using accurate profiling and scoring. There is an endless supply of new customers roaming the web and marketing automation is the most efficient way to secure them and turn them into revenue.