JudsonVaught222

Marketing Automation : The Importance of Head Scoring in B2B

I have spent a lot of time of late checking various marketing related technologies to make out some efficiencies and adopt a few of the newer tricks out generally there. In an earlier article, I dug into my view on the content management area. As it turns away, several of the content material management and WEM distributors also include Marketing Automation.So I thought I'd talk a little how to use that to nurture leads.

Marketing Automation: What Is It?

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

"Marketing Automation is a software-based solution that has 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 targeting features not commonly associated with simple email marketing products. "

Essentially, these products exist to help marketing teams better nurture and qualify leads while in the early stages of the 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 inside consider the product in detail. They likely have a real project and budget, maybe even a wanted time line, leading to a real opportunity waiting and ready on your sales team.

Lead Scoring: The Key to Nurturing and Qualifying

In order to achieve that vision just explained, 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 end up being quite complicated in much larger enterprises or businesses with a broad product portfolio.

Simple Version: Response Indicates Interest

The simplest example of how you can implement lead scoring is in the first place a multi-step campaign. Let's say that, once you identify the latest lead, they go into an marketing automation solution campaign that sends the examples below emails:

1. A welcome email by using links to free specifics of your product and the issues it solves

2. (Two weeks later) The second message including additional product information, as well as call info should they would like to demo a product

3. (Four weeks later) 1 / 3 message leading with an even more focused offer centering all over a demo

4. (Eight weeks later) A fourth and also final message extending an premium or urgent, time-limited offer that moves them across the sales cycle

Like I said, this is very very simple. Basically, you are providing more closely motivation to respond everytime. If this does not purchase a response, then perhaps they are not ready to buy really yet. Or maybe they didn't gotten the project sanctioned, even though they could. But one way or the opposite, they were willing to let you be in touch with them. Unless they unsubscribe, you still have an excuse to push on.