SochaBurress148

Marketing Automation : The Importance of Direct Scoring in B2B

I have spent a�substantial amount�of time of late evaluating various marketing related technologies to develop out some efficiencies and adopt a number of the newer tricks out at this time there. In an earlier document, I dug into my sight on the content management space. As it turns out and about, several of the subject material management and WEM vendors also include Marketing Automation.So I thought I'd talk a little bit how to use the idea to nurture leads.

Marketing Automation: What Is It?

If you work within Marketing, there's a good chance you realize what this means. Just to be certain we're all around the same page, let's review a quick definition to receive on common ground.

"Marketing Automation is a software-based solution that offers advanced email marketing functionality like drip marketing, multi-step campaigns, landing page generation, and full analytical tracking. It also can include more advanced message testing and focusing on features not commonly associated with simple email marketing products and solutions. "

Essentially, these products exist to help marketing teams better nurture and qualify leads from the early stages of this sales funnel. That way, once a lead clarifies that it's to sales, the person is more prone to be qualified, interested, and ready to dig in to consider the product in detail. They likely have a real project and budget, maybe even a sought after time line, leading to a true opportunity waiting and ready in your sales team.

Lead Scoring: The Key to Nurturing plus Qualifying

In order to realize that vision just defined, it is absolutely critical for you to think carefully about how you intend to designate what a skilled lead is. This can be completed very simply, or it can often be quite complicated in large enterprises or businesses with a broad product portfolio.

Simple Version: Response Indicates Interest

The simplest example of easy methods to implement lead scoring is in the first place a multi-step campaign. Let's say that, once you identify a new lead, they go into a great marketing automation solution campaign that sends the following emails:

1. A welcome email having links to free specifics of your product and the problems it solves

2. (Two weeks later) Another message including a bit more product information, as well as get in touch with info should they would like to demo a product

3. (Four weeks later) One third message leading with a far more focused offer centering about a demo

4. (Eight weeks after) A fourth along with final message extending an even more premium or urgent, time-limited offer that moves them under the sales cycle

Like I said, this is very basic. Basically, you are providing a tad bit more motivation to respond every time. If this does not obtain response, then perhaps they may not be ready to buy quite yet. Or maybe they never have gotten the project accepted, even though they could. But one way or the other, they were willing to help you be in touch along. Unless they unsubscribe, you still have an excuse to push on.