StrasserGasper927
Marketing Automation - The Importance of Cause Scoring in B2B
I have spent significant amounts of time of late evaluating various marketing related technologies to make out some efficiencies and adopt a number of the newer tricks out now there. In an earlier write-up, I dug into my approach to the content management breathing space. As it turns out and about, several of the written content management and WEM suppliers also include Marketing Automation.So I thought I'd talk a little how to use the item to nurture leads.
Marketing Automation: What Is It?
If you work in Marketing, there's a good chance you realize what this means. Just to be certain we're all about the same page, let's review a quick definition to receive on common ground.
"Marketing Automation is a software-based solution that intend advanced email marketing functionality for example drip marketing, multi-step campaigns, landing page generation, and full analytical monitoring. It also can include tough one message testing and targeting features not commonly within simple email marketing items. "
Essentially, these products exist to help marketing teams better nurture and qualify leads in the early stages of that sales funnel. That way, once a lead can make it to sales, the person is more likely to be qualified, interested, and ready to dig directly into consider the product in greater detail. They likely have a true project and budget, maybe even a preferred time line, leading to a true opportunity waiting and ready on your sales team.
Lead Scoring: The Key to Nurturing in addition to Qualifying
In order to attain that vision just identified, it is absolutely critical for you to think carefully about how you would like to designate what a qualified lead is. This can be completed very simply, or it can often be quite complicated in greater enterprises or businesses with a broad product portfolio.
Simple Version: Response Indicates Interest
The simplest example of how to implement lead scoring is to begin with a multi-step campaign. Let's say that, once you identify the latest lead, they go into a good marketing automation solution campaign that sends the next emails:
1. A welcome email having links to free specifics of your product and the problems it solves
2. (Two weeks later) A 2nd message including a little more product information, as well as make contact with info should they need to demo a product
3. (Four weeks later) One third message leading with a far more focused offer centering all-around a demo
4. (Eight weeks soon after) A fourth and final message extending a more premium or urgent, time-limited offer that moves them down the sales cycle
Like I said, this is very straightforward. Basically, you are providing a tad bit more motivation to respond when. If this does not have a response, then perhaps they will not be ready to buy really yet. Or maybe they never have gotten the project authorised, even though they will certainly. But one way or one other, they were willing to enable you to be in touch with these. Unless they unsubscribe, you still have grounds to push on.
