Customers are the bread and butter of any business, and lead generation is the backbone of marketing automation services and sales. Lead generation is a combined effort of the marketing and sales team to find potential customers and clients for a product or service.Â
Traditionally and in an ideal world, the marketing team builds or finds the leads and passes them to the sales team, and the sales team puts in efforts and takes action to change leads into clients eventually. The process sounds seamless and simple, but in the real world there are many misalignments, and friction often arises between the two. This mostly happens because of delays in conveying information, lack of quality of leads, untimely action, and miscommunications. Eventually all this leads to the loss of good business opportunities.
Automation in lead generation removes all the friction between marketing and sales departments. The process becomes highly simplified with the use of digital tools. Marketing automation services take over the complex and time-consuming tasks and present the sales and marketing teams with good quality leads. Quick, hassle-free, and easy lead generation leaves your sales team free to do more vital work of converting the leads into significant ROI.Â
Marketing automation can transform the entire lead generation process without manual intervention. The best automation marketing platforms work behind the scenes, but play a significant role in bringing the marketing and sales team in the same page.
The role of marketing automation services in improving lead generation
Keeping up with the evolving marketing channels. The market and the consumer change and evolve. What you see today was not the market five years ago. Today, the need is to make effective use of email marketing, content marketing, campaigns for lead generation, and social use with the dynamic use of SEO practices, landing pages, and other practices. Best automation marketing platforms are the experts that can combine all marketing channels, and analysis multiple data points to simplify the lead generation processes. Here are some of the features that marketing automation uses
Lead forms on the websiteÂ
- Thank you email, messages and emails and information, about the product after the customer submits the form.
- Send additional offers, discounts, events, and/or invitations to the customers to keep them engaged.Â
- Assign leads on basis of their interest level
- Score the leads based on their engagement
- Send the qualified leads to the appropriate sales team on the basis of the lead score
It is important to employ the best marketing automation platforms only for your lead generation campaigns because they
- Can analyses, evaluate, measure, and give accurate metrics
The performance of a campaign is measured by the revenue or return generated. Marketing and sales teams have different qualified lead measurements. Marketing automation can do both the tasks and give both teams a better understanding of product engagement. This way, the leads can be converted more quickly. Marketing automation also gives access to various and reports to help gauge the effectiveness of lead generation campaigns. Using marketing automation, you can also check various other metrics such as number of leads generated, conversion rate, revenue per lead, ROI, response to variables such as landing page, CTAs, subject lines etc.
Do expert segmentation and personalize communications
One of the biggest advantages of using best marketing automation is precise customer segmentation and highly personalized communications. This acts as a boost to lead generation. Marketing automation can tailor messages based on the lead’s needs and preferences.
Improved communications translate into a stronger relationship with the customer and turn loyal leads into brand advocates. It can be an absolute gamechanger for any business.
- Adapt to scalability
Marketing automation software is the tool that your business will need to scale without breaking the chain of the campaign.
- Automate your email drip campaignsÂ
Drip emails are pre-scheduled, targeted emails that are sent to leads over time. These emails are usually the part of lead nurturing process. Drip emails give the subscriber the content they want to see, for example; if someone has signed up for website service, then after a few days, the emails should go about business insights, or offers, etc.
Automated lead nurturing helps keep the customer engaged without manual efforts. Well timed follow ups significantly increase lead conversion rates, as your business will be staying on the top of the mind of potential customers.
- Optimize the landing page
Leading marketing automation platforms can provide your business with dynamic landing pages. They also have the tools to test the effectiveness of the landing pages. The pages are customized as per the target audience’s behavior and interest in your products and services.Â
Such optimized landing pages offer relevant content and forms, and through tools like A/B testing it is easy to see what is working with the leads. This improves lead generation and conversion, as your audience sees designs and messages that appeal to them.
- Automating the social media management
There is no denying the reach of social media for lead generation, but you cannot reach everybody. However, automation can reach multiple channels in real time. Marketing automation services schedule and post content across social media channels, monitor engagement, and respond to interactions.
Regular interactions, consistent social media activity help capture new leads and keeps the existing ones engaged to recommend your service. This can be done through chatbots also.
- Providing data driven decision making
Top marketing automation services collect vast amounts of data and precisely analyze it before presenting it to you. This includes use behavior, campaign performances, lead conversions, and other metrics. This way you can refine lead generation and employ strategies that work for you.Â
Better productivity, enhanced brand awareness, and high-quality leads are just some of the benefits of automation. You save a lot on money and resources and focus more on human interactions.
Read Also: How Automation in Email Marketing Services Can Save You Time and Boost Engagement
Written By – Amit Bhateja
Amit Bhateja is the co-founder of enrcloud and helping brands and Unicorns from the last 15+ years and overachieve their Engagement and Retention goals. He is passionate about solving customer problems with modern technology, new age solutions, and consultancy approach. Besides Building ENR, He enjoys reading books, spending time with his family and Teammates, traveling, meeting new people, learning new things, and love to close the business deals.
