One of the biggest challenges faced by today’s heavily-tasked marketing departments is the ability to generate more leads. I’m sure many of you reading this post can relate to the struggle, especially if you are a B2B marketer, like myself.
In a business environment that now relies heavily on marketing for revenue generation and growth, marketers have never been busier. Luckily, some of our work can be automated.
Using marketing automation, departments can set up automatic email campaigns that send out relevant emails based on behavioral triggers and schedules, keeping leads engaged and moving down the sales cycle while marketers focus on their many other jobs.
The excerpt below, published on Toolbox.com by Zach Watson, provides real insight why marketing automation excels at generating and nurturing leads in B2B scenarios:
Marketing Automation Aligns the Customer Experience
The customer experience is more difficult to manage than ever. B2B customers often complete over half their research before they contact a salesperson, which means marketing has to deliver content that educates customers and creates incentive for them to contact a salesperson.
However, marketing can’t be everywhere — at least they can’t if they’re doing everything manually. Marketing automation helps generate leads by supplying marketers with the framework to build dynamic lead nurturing campaigns that help keep a huge number of prospects engaged simultaneously.
Designing these drip campaigns takes a lot of work upfront, but the payoff can be substantial in terms of customer engagement, and therefore your business. By continuing to nurture opportunities that would otherwise have been lost, marketing automation actually increases the size of your sales pipeline.
Once those prospects have reached a certain point in your nurturing process, marketers can give sales the go ahead to reach out and have a conversation with them that’s based on the interests or pain points uncovered in the drip campaign.
Automation is Great for Landing Pages
Few assets are more important for lead generation than the landing page. If structured to accurately correspond with drip campaigns, landing pages can be a boon for gathering more information on leads through form completion. By using progressive profiling to gather more information about leads, marketing can develop greater context around each individual lead for sales to follow up on.
Read the full article for more details on Toolbox.com.
If you are currently looking for a best-in-class marketing automation solution, consider evaluating Microsoft Dynamics CRM. For an estimate on your investment in Dynamics CRM, try our fast and easy Quick Quote Tool for CRM.