How to Generate Qualified Leads with Marketing Automation

Do skills trump passion?

You are passionate about your work and your services reflect that. However, all the passion in the world won’t bring the customers to you. You need a sales and marketing strategy. By implementing a marketing plan, your business will see the results it so richly deserves.

The first step is to develop an inbound marketing strategy. By creating informative and valuable material for your audience, you can draw them to your company. Furthermore, people will look to your company as a thought leader in the industry if you keep the content flowing.

This is where marketing automation software steps in to make your job easier. With a marketing automation plan in place, you can generate qualified leads whilst hardly lifting a finger. Here are three ways marketing automation will give your lead generation a boost.

Marketing automation emails to segmented lists

One really awesome thing about marketing automation is that it can help you get the right message to the right group of people. It does this by creating lists that are segmented.

Segmented lists are simply different lists separated by categories (that you define relevant for your business). So, for example, you may want lists for a particular demographic category or lists based on buying patterns. Maybe you want a list of all the people in a particular industry. You can even have a list of all the people who viewed a certain webpage of yours or downloaded your e-book. The options are limitless.

What happens with these various lists? And what are their purpose, you may be wondering? The wonders of marketing automation with segmented lists is that you can send targeted emails to particular groups of people based on your products, services, your promotions, and so on. 

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Image source: Soffront

Marketing automation targets consumers where they are on the buyer’s journey

It’s crucial that you provide your potential prospects with material that will be of value to them based on where they are in the buyer’s journey. Every stage of the buyer’s journey will need a different type of content.

For example, for those who are in the awareness stage, you would want to give them informative blogs about industry-related topics, whereas if the person was in the decision stage you would want to provide them with something more like a sample or demo of the product or service you offer.

These two types of content are vastly different because they are for people who are in different places along the same journey. Trying to give someone in the awareness stage a sample is pushing it too soon.  

Marketing automation delivers follow up emails when needed

The best part of marketing automation is that it works when you sleep, eat, or just relax. It’s like having another set of eyes and hands working for you. A great analogy is that you’ll have a team of sales people working for you 24/7.

Marketing automation monitors when consumers are viewing your web content, downloading your e-books, or clicking on your links. It not only monitors this, but it is programmed to take action too.

If someone makes the first move and initiates action by downloading something on your website and so on, then at the appropriate time an email is sent to the person to nurture the relationship. Once the lead is nurtured to the bottom of the funnel, it is then handed over to the sales department for follow up.

Marketing automation uses a strategy that works. It helps your business generate, nurture, and convert leads into customers. The best part is it helps separate the consumers who aren’t really interested with the ones who are so that you don’t waste valuable time. All of this is accomplished with a few simple clicks of the computer.

To discover the simplicity of generating leads using marketing automation, contact us today.

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