Posted on October 31st, 2012, 2:17
foremost benefit of using marketing automation for B2B marketing lies
in increased revenue. The next important benefit lies in bringing
together many processes into one single system that will help marketers
to manage prospect and customer databases, track website activity, and
use this intelligence to nurture them. The versatility of B2B marketing
automation solutions also lies in helping marketers to execute a variety
of segmented, multi channel campaigns.|
Here are some of the ways in which marketing automation software helps to enhance lead generation and lead nurturing efforts.
Campaign creation and execution
All lead generation efforts start with a welcome campaign. This is basically done to spread awareness about a newly released product or offer. Marketing automation solutions come to rescue of email marketing teams by providing them the luxury to create emails from predefined templates and scheduling the email sending process. The software may also provide them with auto-responder options, recipient opt-out buttons and may even help manage social media campaigns. By working with completely automated solutions, marketers can now deliver emails, determine their interest levels and personalize future messages as well.
Webinars are multipurpose in nature; they help in lead generation, nurturing, engagement, brand building and visibility as well. Marketing automation solutions aid in creating and managing webinar events. They also help track webinar registrations, clicked URLs and schedule webinar events. Marketers could download customized reports such as attendees Vs. registrations or success analytics.
Lead-scoring allows marketers to assign a value to leads based on implicit or explicit behavior. Marketing automation solutions help marketers to easily set up a lead scoring model based on online website activity, demographics, etc. By scoring leads automatically, marketers can get timely information on lead visits and activities and, nurture only those with top scores only.
For a company, leads may flow in from different sources – online or offline. To differentiate a prospect from a website visitor is challenging because the marketer is not aware of the intent of his visit. The possibility that a visitor is a prospect depends on the source from where he has reached the corporate website. Using B2B marketing automation solutions, one can easily identify prospects and also gain background information on them, thereby elevating them to the lead status.
Marketers will be able to clearly segment leads arriving from social media campaigns, form-fills, email campaigns or paid campaigns. By segmenting leads based on sources, marketers can use the appropriate medium of communication to send out relevant messages as well.
Also read on - Search Engine Optimization Tools, LeadTracker