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Marketing Automation -- The Importance of Cause Scoring in B2B

I have spent a great deal of time of late studying various marketing related technologies to make out some efficiencies and adopt most of the newer tricks out right now there. In an earlier write-up, I dug into my view on the content management breathing space. As it turns out and about, several of the written content 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 in Marketing, there's a good chance you intimately know what this means. Just to be certain we're all on the same page, let's review a quick definition to get on common ground.

"Marketing Automation is a software-based solution that provides advanced email marketing functionality just like 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 associated with simple email marketing goods. "

Essentially, these products exist to support marketing teams better nurture and qualify leads within the early stages of this sales funnel. That way, once a lead causes it to become to sales, the person is more prone to be qualified, interested, and ready to dig straight into consider the product at length. They likely have a true project and budget, maybe even a desired time line, leading to a real opportunity waiting and ready for the sales team.

Lead Scoring: The Key to Nurturing and Qualifying

In order to achieve that vision just explained, it is absolutely critical that you think carefully about how you need to designate what a skilled lead is. This can be completed very simply, or it can end up being quite complicated in greater enterprises or businesses which has a broad product portfolio.

Simple Version: Response Indicates Interest

The simplest example of the way to implement lead scoring is to start with a multi-step campaign. Let's say that, once you identify a brand new lead, they go into an marketing automation solution campaign that sends the next emails:

1. A welcome email by using links to free information about your product and the problems it solves

2. (Two weeks later) The second message including a tad bit more product information, as well as call info should they desire to demo a product

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

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

Like I said, this is very uncomplicated. Basically, you are providing a little more motivation to respond everytime. If this does not have a response, then perhaps they usually are not ready to buy rather yet. Or maybe they have not gotten the project authorised, even though they may. But one way or one other, they were willing to enable you to be in touch using them. Unless they unsubscribe, you still have an excuse to push on.