Automation helps you identify quality sales leads in the following ways:
You can identify areas of interest. Knowing which pages the customer visits, spends the most time on, and which ones she skips helps you understand what she is looking for – and what she isn’t looking for. This helps you target your approach to her specific needs.
Compile unique lead scoring and grading data. Use the data from each lead’s page views, site searches, downloads and email click data to match individual profiles to the profile of your ideal prospect. The better the match, the more likely it is to translate into a sale.
Develop unique scoring criteria, and follow-up campaigns. As you compare the effectiveness of sales campaigns, you will get to know which kinds of user behavior indicate sales-readiness, and which ones should be warmed-up in a lead nurturing campaign.
Find the key decision maker. Your information form could include a job title, helping you further refine your scoring, and avoid wasting time. Leads with the executive decision-making power should be scored higher than the rest.
Once you’ve identified those prospects that are most likely to be lucrative, your sales team is enabled to close more deals with sales-ready leads. They can analyze each lead’s behavior, find the prospects whose needs match your brand, and offer tailored solutions to meet their needs.
Identifying the best quality sales leads is one of the most important aspects of the marketing process. When we know which leads are hot, we are able to swoop in at the most opportune time to close the deal.
How effective is your lead management process? Are you reaching out to buyers that are ready to say ‘Yes! I’m interested?’
Marketing automation has opened up new vistas for small and medium-sized companies to achieve better marketing results. Before the rise of online business technology, radio and TV ads were costly, and were the exclusive domain of big brands. Getting your brand known nationwide was difficult – let alone across the globe.
Today, the emphasis has shifted from generic mass marketing to highly targeted micro-campaigns, and sophisticated marketing software that makes it all possible, and affordable.
Even so, there is the mistaken assumption that marketing campaigns need to be larger than life, or titanic in scope to generate the best marketing results. In fact, the opposite is often true.