Today’s average marketer is expected to work across a mind-bogglingly wide range of mediums, from social media to paid, to email, offline, and more. This increase in complexity is a fairly recent development, but the overarching goal of marketing the same as it always was: to generate qualified leads. That’s where marketing automation comes into play.
The sheer volume of marketing tasks that data marketers use to optimize lead generation these days, however, can make it difficult to see the forest through the trees. Enter marketing automation, which can streamline marketing tasks and flows, leading to a more efficient, hands-off route to generating quality leads.
It’s no surprise that over 50% of companies are already using marketing automation tools. This article will outline four ways you can automate your marketing to generate leads.
Dynamic Landing Pages
Every business worth its salt has done at least some basic segmentation of its target market to help increase brand awareness. These various segments or buyer personas helps to tailor your message to the specific market type.
Dynamic landing pages allow you to do this at the very top of the funnel. There are automation tools that allow you to vary designs, copy, and calls-to-action to users based on passive data like location, cookies, and more. The use of slightly-customized, dynamic landing pages based on these variables can increase conversion of leads by up to 25%, so it’s well worth investing in.
Chatbots are closely associated with the automation of proactive customer service functions, but they also can play a crucial role in lead generation. These AI-powered assistants are a hands-off yet effective way of starting a casual conversation with visitors. On a smaller scale, chatbots can directly convert prospects into sales — consumers are willing to spend up to $600 on purchases made through bots. For bigger ticket B2B prospects, chatbots can be ‘trained’ to answer a lead’s basic questions and gather relevant information. Ultimately, this information can be fed into your CRM to be used for further lead nurturing.
Drip-feed Your Email Marketing
Email marketing has been around as long as the internet. While it often gets relegated to the spam folder, a surprising 60% of respondents in one survey claimed to read most marketing emails they received.
Marketing automation can help you convert these passive subscribers into bona fide leads by drip-feeding them timely, relevant emails that nudge them along the funnel into sales qualified leads without seeming overly pushy. This allows you to gradually generate feed your leads more content with the aim of increasing your prospect’s level of familiarity with your brand, making them more likely to identify with your product and ultimately convert into sales. To get a better understanding of brand funnelling, check out this source: https://www.latana.com/post/brand-funnel-brand-analytics
Implement a Lead Scoring System
The scale of marketing infrastructure these days leads to a proportionally huge amount of data on any given prospect. How can one separate the wheat from the unresponsive, cold chaff in this universe of potential leads? One way is to conceptualize and implement a consistent lead scoring system that assigns “points” to leads based on attributes such as engagement (e.g. opening emails, spending time on your landing pages, subscribe to your social pages), demographic or company characteristics, and more. Once you’ve decided on your attributes, any given prospect’s lead score can be automatically and dynamically calculated in your CRM. Ultimately, your sales team can be alerted to a warm lead without you, the heroic marketer, having to lift a finger.
Marketing automation is an easy way to successfully generate leads. However, to get the most of it, remember that it doesn’t begin and end with the implementation of various tools. To enjoy continued success, you need to track the individual actions of each automation and make adjustments as the market, your product, or your audience evolves.
Image Credit: Search Engine Journal
The original version of this article was first published on V3Broadsuite.
- 4 Ways to Improve Lead Generation Using Marketing Automation - July 8, 2020