Marketing automation boosts lead nurturing efforts

To maximize the effectiveness of any demand generation strategy, marketers need to conduct lead nurturing efforts. While companies can build relationships with leads without an online marketing system, they can only maintain very basic contact, such as sending out untargeted emails each month. Marketing automation helps companies move beyond a one-size-fits-all approach to their campaigns. Some companies may be struggling to find time to send email campaigns to various customer segments, but these platforms can simplify the process.

Why nurture leads? Business 2 Community cited data from DemandGen Report, which found these leads can contribute to a 20 percent increase in sales opportunities. Companies that employ lead nurturing strategies can experience higher return on investment in their campaigns. And sales teams can act on opportunities for upselling with nurtured leads. In fact, B2B companies that excel at lead nurturing can acquire more sales-ready leads at a lower cost.

How marketing automation improves lead nurturing

By boosting lead engagement throughout the funnel, marketing automation can significantly improve sales readiness, according to CMS Wire. In fact, the process can be streamlined so the sales cycle is less of a funnel and more of a pipeline.

Because there a variety of steps in the buying process, marketing automation can prevent employees from taking repetitive steps. However, good nurturing campaigns still involve a human element, and marketers must ensure they are tailoring content to the right stages and buyer personas of their sales cycles. Personalized content needs to be delivered through multiple channels. If marketers are already delivering relevant content, marketing automation can significantly boost lead nurturing campaigns.

Although basic email programs can conduct lead nurturing, it is not as in depth or as targeted as a marketing automation platform. A separate article from Business 2 Community stated these tools have powerful capabilities, such as triggering responses based on sales-ready behavior. Even if sales representatives are tied up with other tasks, marketing automation can respond to inbound sales leads immediately to prevent any lost opportunities.

Marketing automation improves sales efficiency

Since personalization can take a great deal of effort, marketing automation reduces the work by catering specifically to demographic information, such as persona, industry, company size and where the prospect is in the sales cycle. If leads visit the company’s website multiple times, the platform can populate landing page forms with information prospects have already entered to reduce time and increase conversions.

Additionally, it’s easier for the sales team to get a sense of where leads are because marketing automation tools can integrate with customer relationship management platforms. Sales professionals can keep better track of their most recent interactions with prospects and know when leads open and engage with product materials sent over by the company. This boosts sales effectiveness because representatives can tailor their approaches based on what the prospect is interested in. Marketers can also get a better sense of lead generation campaign performance because marketing automation gives a true sense of ROI, rather than leaving them to rely on outdated metrics, such as email open rates, clicks and numbers of leads.

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