Marketing Automation -- The Importance of Cause Scoring in B2B
I have spent significant amounts of time of late examine various marketing related technologies to build out some efficiencies and adopt a few of the newer tricks out right now there. In an earlier content, I dug into my view on the content management place. As it turns released, several of the content material management and WEM shops also include Marketing Automation.So I thought I'd talk slightly how to use the idea to nurture leads.
Marketing Automation: What Is It?
If you work inside Marketing, there's a good chance you already know what this means. Just to be certain we're all about the same page, let's review a quick definition to acquire on common ground.
"Marketing Automation is a software-based solution that gives advanced email marketing functionality just like drip marketing, multi-step campaigns, landing page generation, and full analytical administering. It also can include more advanced message testing and aimed towards features not commonly within simple email marketing merchandise. "
Essentially, these products exist to assist marketing teams better nurture and qualify leads within the early stages of the particular sales funnel. That way, once a lead causes it to become to sales, the person is more likely to be qualified, interested, and ready to dig within consider the product in greater detail. They likely have an authentic project and budget, maybe even a desired time line, leading to a accurate opportunity waiting and ready for the sales team.
Lead Scoring: The Key to Nurturing along with Qualifying
In order to attain that vision just referred to, it is absolutely critical you think carefully about how you would like to designate what a skilled lead is. This can be done very simply, or it can be quite complicated in greater enterprises or businesses using a broad product portfolio.
Simple Version: Response Indicates Interest
The simplest example of how to implement lead scoring is first a multi-step campaign. Let's say that, once you identify a different lead, they go into the marketing automation solution campaign that sends this emails:
1. A welcome email along with links to free information about your product and the issues it solves
2. (Two weeks later) The second message including a bit more product information, as well as speak to info should they desire to demo a product
3. (Four weeks later) 1 / 3 message leading with a far more focused offer centering all over a demo
4. (Eight weeks soon after) A fourth and also final message extending an even more premium or urgent, time-limited offer that moves them over the sales cycle
Like I said, this is very very simple. Basically, you are providing a bit more motivation to respond every time. If this does not get a response, then perhaps they may not be ready to buy pretty yet. Or maybe they never have gotten the project sanctioned, even though they will. But one way or the other, they were willing to enable you to be in touch using them. Unless they unsubscribe, you still have a reason to push on.