Lead Liaison

How to Develop an Effective Marketing Automation Strategy

/0 Comments/in , , , /by

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

Five Reasons Why Content Marketing is Not a Waste of Time

/0 Comments/in /by

Content MarketingContent marketing is not a waste of time. Like most other forms of marketing, content marketing has the capacity to either set you back, or hopefully get you a ton of great clients. In case you’ve never even heard of it, content marketing refers to sending information to your clients in order to sell your services, tell them more about your industry – or for our purposes, generate some leads.

There are many different kinds of content marketing including:

  • EBooks
  • Social media posts
  • Blogs
  • Whitepapers
  • Newsletters

Pretty much anything that presents your audience with information with the purpose of generating a lead or sale qualifies as content marketing.

Content marketing has the capacity to become a waste of time if your organization isn’t doing it correctly. If you’ve seen a terrible, poorly written, completely off topic blog out there, you know what I’m talking about. If you’ve seen businesses advertise totally irrelevant, cutesy small talk or photos on their social media networks rather than messages that elevate them and increase their branding power, you know not what to do.

If you’re keeping away from content marketing for your business because you’re intimidated, it might be time to either do some exploring, or hire a content genius to help you. However you decide to handle it, content marketing can be time worth spent for your business. Here are five reasons why.

Content Marketing is good for Your SEO

When your content marketing utilizes well-researched keywords, your SEO will start to look better over time. Sure, good search engine optimization isn’t just about writing great articles – but one major factor in ranking over competitors is sharing good, updated content both on your website and in your link building. If you’re not using content to beef up your website and get great, authority links back to your site, you can be sure your competitors are.

Content Marketing Helps You Not Come Off Like a Cheapskate

These days, information is power – AND money. Getting an email address because you gave away an eBook is a great way to keep in touch with clients. Each time you use someone’s email, you’re keeping them in your sales funnel.

You can’t just ask customers for emails without being willing to give something in return. Content marketing allows you to give the customer a valuable piece of information they can use in their everyday lives or business transactions. Giving the client great content for their personal info is quid pro quo, and it’s expected these days.

Content Marketing Establishes Trust

Reading your content gives customers the opportunity to know who you are, what you can offer and to gauge your expertise on a certain subject. The more in-the-know you appear to be, the more your potential clients will trust that your products or services are the right choice. Content marketing allows your clients to get to know you before making a purchase. Establishing that trust from the get go can make for an easier, more harmonious working relationship as well.

Content Marketing Gets You Out There

If you and your competitor offer the same services at the same prices –but I find out your competitor has a kept-up blog, a huge social media following and a good number of guest blogs out there, who would I trust more?

Not only does good content make you more competitive, good content marketing gets in front of more eyes than no marketing at all. You can create great content for your Facebook and run $5-at-a-time sponsored ads to reach friends of friends. If your content is worth reading, just $5 can result in hundreds of subscribers.

Content Marketing is Multipurpose

Great SEO, trust building, brand building, reputation energizing – the best reason to engage in good content marketing for your business is that content marketing is multipurpose. You can use it for SEO, for great social media, for better brand awareness and more. Because it’s easy to do and robust, a good content strategy can benefit you in all channels of your marketing.

If you find the right help or have the expertise to deploy a great content marketing strategy, you’ll next need to look at measuring your results. A lead management system that scores and helps you follow up with leads can integrate directly into your content management program. Lead Liaison is a great choice. If you aren’t ready to deploy a content marketing strategy yet, now is the time to work with Lead Liaison to ensure your tracking needs and goals are met before you begin content marketing. Talk to us about how we can integrate our services with your content marketing strategy today!

Lead Liaison

B2B Demand Generation – How Does it Work?

/0 Comments/in /by

B2B Demand Generation How Does It WorkB2B demand generation is the process of facilitating the buying process through a combination of marketing and sales assets. The purpose of generating demand is to proactively build awareness about your solution and convert a suspect (unqualified prospect) to a customer.

Effective demand generation aligns your marketing and sales teams through an integrated system, such as the combination of our Lead Management Automation™ platform with the Salesforce.com’s Sales Cloud CRM application. To maximize results, a dem gen strategy involves having the two function areas share information and knowledge.

Data from each silo should be analyzed to determine what has worked within each discipline. The most productive strategies should be combined to fulfill the four primary phases of demand generation:

  1. Awareness
  2. Interest
  3. Preference
  4. Commitment

These four phases in the demand generation funnel move suspects to buyers through distinct approaches and unique objectives.

Awareness

The first objective is to open eyes.  Creating awareness can be achieved through inbound and outbound channels and is focused on connecting a potential buyer with a problem to your solution.

Exposure is critical during the awareness phase, so experts suggest deploying as many touch points as possible. Frequency is important as well because it can often take up to seven exposures to register in a suspect’s mind. Remember, before a suspect can show interest he must first be aware that your solution exists.

Interest

The next phase is to stimulate interest in your solution. What makes your solution appealing? What features are commonly in demand? Building interest requires an sharper focus on what your solution can do for your suspects. Once buyers are made aware of your solution, the strategy used during this phase is to target needs and match benefits.

Here is where you strive for TOMA (top-of-mind-awareness) through a series of messages that escalate need/benefit match-up  Buying triggers should be targeted during this phase. Using the data that was analyzed during the development of your demand generation strategy, highlight the most appealing features or benefits to generate interest.

Preference

This phase may be owned by both marketing and sales. Now the objective is to become the preferred solution for your suspects. Prior to buying, most B2B prospects become interested in a few options. This stage moves them to a point where, if a purchase has been approved by management the suspect will be interested in a sales engagement with your company.

To be considered a preferred choice means that most of a buyer’s objections have been overcome. At this point your target is close to making a decision – and your solution has been deemed the best solution for her company.

Preference for your solution can be established through deep marketing engagements such as webinars or white paper downloads. Qualifying sales calls can also develop preference within your leads.

Commitment

Your sales department should have ownership of the commitment phase. Here BANT has been confirmed and final objections are overcome. Commitment is gained through advanced questioning intended to root out hidden objections and preparing your target to buy your solution. Demand has been cultivated, the lead has been nurtured, and your solution has become the clear option for your target.

Lead Liaison

How Marketing Automation can Improve Web Experience Management

/0 Comments/in /by

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

/0 Comments/in /by

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

B2B Marketing Analytics: Metrics to Focus On (Part 4)

/0 Comments/in , , /by

B2B Marketing Analytics: Metrics to Focus On (Part 4)In this post we continue the discussion about analyzing your B2B marketing analytics. As we mentioned in Metrics to Focus On (Part 3), your B2B marketing strategy should be analyzed for each marketing practice you employ. These days marketing automation platforms are available that provide executives with granular views of how effective their marketing activities have been. Here are a few key metrics that should be analyzed for your PPC and email marketing practices.

Pay-Per-Click

Click-through rate (CTR)

On the surface this metric is pretty obvious but, in this case, we recommend going beyond counting how many clicks resulted from each marketing asset. Focus on the resulting activity. What occurred after the link was clicked? Did your lead bounce from your landing page? Analyzing the activity after you earned the click reveals messaging effectiveness and indicates whether leads are being advanced through the marketing pipeline.

Cost per click (CPC)

Certainly, “how many sales resulted from our PPC campaign?” is an important question but there are additional metrics that can also be measured from a paid campaign. For example, one way to fully capture the ROI is to calculate how many repeat sales resulted following an initial paid click. Did a PPC buyer return to buy again? Consider returns other than financial ones from your CTR; metrics such as new email subscribers from a paid campaign may be worth analyzing as well.

Landing page

They’ve clicked your ad and viewed your landing page. What happens next? If a click-through bounces quickly from a landing page, for instance, it can be a good indicator of the ad’s messaging effectiveness. As mentioned before, measuring activity following a paid click is important. In this case, look at your landing page conversion rate as a ratio against your CTR – that can tell you whether sales are resulting from ads or your landing pages.

Email

Click-through rate

Our view for this metric is the same as for PPC assets: look beyond the number of click-throughs and examine what happened after the click. Analytics tools can evaluate email ROI so you can determine how effective your email messaging is at converting sales. Remember to look beyond financial returns. For example, measuring the number of leads that have shared an email after clicking embedded links can reveal message effectiveness and brand advocacy, and contribute to better lead profiling.

Subscribers

It is important to evaluate your subscriber base for patterns and trends. Segment email subscribers by title, industry, or budget to evaluate what lead profiles are interested in your messages and where messaging can be improved. Don’t forget that your subscriber base can provide an opportunity to expand your reach through message sharing or forwarding.

Sharing/Forwarding

Whether an email asset is shared through an embedded Twitter button or via traditional forwarding this activity, which is recognized as being social in nature, should be analyzed to evaluate message effectiveness and develop lead profiles. Which method was used to share your message? How often are recipients sharing your email messages? Examine which messages are being shared and who is sharing messages to get a feel for how effective your email campaigns are at developing brand advocates.

For more solutions that will improve your marketing ROI contact a Lead Liaison representative today – and look for more great sales and marketing ideas in our revenue generation blog.

Lead Liaison

How Marketing Automation Strengthens B2B Relationships

/0 Comments/in , , /by

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

/0 Comments/in , /by

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

/0 Comments/in , , , /by

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

/0 Comments/in , , /by

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.