How to Leverage Marketing Automation to Generate More Leads
What is Marketing Automation?
The incorporation of the internet in human lives has changed the way people live and work. The mode of advertisement for the businesses is no exception to this!
As a result, people have devised marketing automation for alluring their target audience along with the inclusion of a few promising sub-processes that collectively contribute to instigating more leads.
To exemplify, the top results from the Pepper 2014 Marketing Automation Report revealed that 53% of the responders were using the marketing automation back in the year 2014, which certainly was expected to rise at a higher proportion in the future.
So, have the numbers risen?
The response from the participants in The State of Marketing Automation Survey 2019 by Social Media Today is a paragon for this, which claimed that 75% of the marketers advocated that their business marketing strategy encompass automation tools.
The above-mentioned instances are evidence of how crucial marketing automation is! Hence, a piece of profound knowledge in this regard is essential, which is briefly illustrated in the following sections.
What is Marketing Automation?
Marketing Automation isn’t any magic, but it is a set of processes to be executed for lead generation, out of which one can seamlessly generate final sales for his business.
The automation process enables the software to execute the tasks repeatedly in accordance with the prescribed schedules or customer behaviors. Marketing Automation platforms allow marketers to automate and simplify business communications by managing complex omni-channel marketing strategies from a single tool.
Automation makes marketing quicker and smarter. With marketing automation tools you can generate leads on autopilot, nurture leads, score them, and personalize your interactions with them. All of that combined result in better conversions.
But why is Marketing Automation Strategy so promising?
Well, the answer lies behind the outcomes that the companies have reaped so far, after embracing the pre-programmed digital marketing strategy for their advert campaigns.
Let’s shed some light on the rosy aspects of marketing automation:
- Ultimately saves the employee cost
The implementation of such marketing processes will undoubtedly make the human requirement obsolete.
The concrete reason for this cost-saving is the higher efficacy of the automated campaigns, and their automatic performance, based on the predetermined criteria, after wrapping up the setting process.
- Saves precious time
Automation is usually referred to as a time-saving process, and so it does here.
Once after commencing the marketing campaign, the marketer could simply focus on other vital tasks while waiting for the positive outcomes in the form of a comparable enhanced volume of quality leads.
- Higher revenues
Well, it is certain that an optimum marketing strategy is a key to lure more potential customers, and to get leads out of them. Hence it elevates the profit scale of the organization.
Enriched revenue growth and the automation always go hand-in-hand. But how?
Simply, by enabling marketers to establish a more sophisticated form of automated campaigns, which consequently will generate more leads and will add more profits in the near future.
Now, it’s time to reveal the concrete contributing factors to reap exceptional outcomes by elevating the Automation Strategy:
- The fusion of CRM and Automation
There is a myriad of benefits for deploying both the software together.
This integration will not merely aid in decimating the overall costs, but also will contribute to improvise the efficiency of the whole marketing system.
As it is generally seen that data management is grunt work for any organization. However, the integration of the CRM and marketing automation empowers the marketers to have their hands over the faster to analyze, easy to edit, and organized data.
If we analyze this integration from a practical viewpoint, then it would be much easier to understand.
Primarily, the integrated marketing system will enable marketers to run proficient campaigns that would undoubtedly produce high-quality leads.
Finally, those leads could be then directly transferred to the sales team while minimizing the need for the manual workflows.
Once the sales team has the leads in their hands, the lead management comes into play!
- Lead Management
After receiving a huge volume of leads, the chief problem that a majority of businesses encounter is to manage those leads consistently and fairly. This often results in the scattering, leakage, and missed follow-ups of the received quality leads.
Therefore, an advanced automated lead management system is a prerequisite, which despite managing the leads adequately, would also execute the follow-up tasks to convert them into the sales qualified leads.
As it is seen that companies who automate their lead management system, usually experience a 10% or more rise in their revenues within the time frame of merely 6 to 9 months.
Another fruitful aspect of lead management systems is the lead scoring technique that could tender a proven 77% increase in the lead generation ROI for the organization.
To put it simply, an algorithm to score each lead in the form of numerical values, based on factors such as demographics, social engagement, and spam detection is known as the Lead Scoring.
- Email Marketing Automation
Email marketing has been one of the prime marketing platforms for a long time to generate leads.
However, owing to the advancement, the marketers are now inclining towards the automated email marketing campaigns that are usually triggered in accordance with the user’s action.
To exemplify, approximately 340 million triggered emails sent by Epsilon had shown that the email open and click rates for the triggered emails were 76.7% and 151.9% higher than business as usual (BAU) messages respectively.
Anyone may wonder how it provides favorable results!
The real fact lies behind the automated scheduling, personalization, and the relevancy of these emails to the readers.
As a consequence, these emails are more frequently opened and clicked by the users, which aids in alluring traffic and revenues to the businesses.
Ok, to understand the power of email automation, let’s discuss a typical scenario.
Generally, a major proportion of the traffic volume on your website portrays their interest in the goods or services that you are offering.
Thus, they are the ones, with whom the trial communication should be started to make them buy, afterward.
The initial offer for the email-list subscription tends to be the most adequate means to expand the chances for initiating the future conversation.
Now let us suppose they have subscribed for your email list, then what’s next?
Once after the subscription, use the email automation to urge their purchase by engaging with the means of an attractive welcoming message that includes a subscriber-only offer, as done by Michaels.
The competency of the Welcome Email should not be overlooked, as the Southbank has reaped the proven benefits in the form of a 3% rise in both average click through and the open rates.
Despite that, the Southbank also has experienced a significant reduction of 31% in their average unsubscribe rate.
But, according to the sources only, 2% of the visitors make a purchase on their first website visit.
So, how to capture or redirect the rest 98% to your website again?
Let us find out in the upcoming section.
Since the process of acquiring the target audience is quite intensive. Certainly, anyone would want to convert maximum sales quality leads out of them.
Therefore, retargeting the audience has been an optimum strategy for smart marketers to regain the diverted traffic, back to their websites.
The findings from the Chango study, for instance, depicts that 49% Brands, and 69% Marketing Agencies usually allocate their budget for Retargeting.
So, how to make the best out of it?
The ultimate strategy for generating leads out of the retargeting campaign is to segment the website audience, and re-order the retargeting ads according to their groups.
Also, keep in mind that several types of products usually require an individual time-frame to be retargeted.
People looking for travel items, for example, must be retargeted immediately, whereas the audience shopping for luxurious products could be retargeted later.
The ReTargeter used by a renowned ad agency for the University of Florida MBA Program is worth mentioning here. By retargeting their uncaptured prospective students, they have achieved 3.3 million impressions at 0.31% average click-through rates with 59 closed leads over two months.
Being a marketer, certainly, you would be having limited time and resources for the tasks. Therefore, the automation approach for your marketing strategies would be a life savior.
This superb guide is more beneficial for marketers who have had a hard time generating leads for their business. Even a mere modification, however, in your automation marketing strategies will pose a significant difference in the number of leads that you generate.
So, implement the above-mentioned tactics to elevate your existing automation plan, and to drive impactful consequences for your business growth.
Yash Chawlani is a Freelance Content Marketing Strategist who is known by his personal brand Merlin. He specializes in SEO and Social Media and helps B2B and SaaS companies out there with his top-notch content strategies. In his spare time, you can either find him in the gym or on the football field.