Advantages of Using Marketing Automation for Lead Generation

The Lead Generation process helps to convert website visitors into prospective buyers. To leverage the right techniques, marketers need to be armed with lead contact information such as email id, phone no, company name, demographic details etc. This information helps to qualify leads so that Sales teams can further work on them (lead nurturing) to convert them into customers.  

Today we find that buyers prefer to do their research about the product and features before contacting the marketer or assistance. In fact, many companies have already created processes to reach out to people who want to be identified. There are techniques to identify leads o when they respond to an RFP, or fill up a Contact Us form. What is missing here is that marketers miss out on the ‘large’ volume of visitors who do not perform any activity and are yet interested in the product or service that is offered.

Although B2B marketers use trade shows and other events for lead generation, prospect information gathered through online sources are becoming reliable these days. Some B2B organizations even tie-up with 3rd party content sites like TechCrunch, Technorati etc., to capture form-fill data (who use assets like white papers, case studies etc. as lead baits to attract visitors). By synergizing between 3rd party list providers, companies can get data and insights which can be used for custom nurturing of leads.

How can marketing automation software help in lead generation?

1. Run automated and custom nurturing campaigns (as appropriate) to convert them into opportunities and customer wins.
2. Depending on the intent marketers can engage the prospect by sending out related articles and white papers to sustain the interest shown.
3. Drive results for teams like Inside Sales, Sales, Marketing and Web Optimization.
4. Can get real time information on the decision maker or influencer of the purchasing decision, in a manner that can be leveraged by an organization to convert its website visitors into opportunities that can be nurtured into business deals, thus enabling sales to clinch deals faster.
5. Send out highly targeted, carefully crafted emails with links to the company website.
6. Conduct intent-based e-mail campaigns for a targeted audience, based on the intelligence displayed/exhibited.
7. Send out newsletters about industry developments and other interesting technology related news.
8. The business intelligence gained can reveal where they are in their purchase cycle.
9. Manage all contacts at one place
10. Reduce the lead time to contact leads.

Since lead generation is today crucial for business growth marketing automation systems can make a large difference to the revenue generated.



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