The marketing automation tool renders a unique solution for producing and nurturing potential leads. It helps in converting the leads to specific landing pages and filing up forms for follow-up with the email fostering marketing campaigns that optimize the potential leads to become sales-ready. Thus, automated software generates a universal lead generation procedure for the business. This automated solution empowers the digital marketer to manage the lead generation process, right from turning the online customers into potential leads and fostering those users for resultant conversion.
Also, marketing automated solutions can shape up a lead generation workflow to customize the interactions with each potential lead depending on the personal information rendered by these leads, and their present stage in the sales pipeline. Thus, marketing automation automates the rate of optimal responses by the potential leads to the specific activity chosen by a particular prospective lead. This rating makes sure that the lead is more engaged and moving promptly through the sales pipeline in a campaign. Customization of the campaigns turns the lead-generation process to become more targeted, prompt, and suitable.
Basic Steps for a Marketing Automation Tool to Generate Leads
- Convert a Visitor to a Lead
Here, the potential lead is converted initially by various strategies of marketing automation like automated emails, to become sales-ready in another six months. It is the simplest of the entire lead generation procedure.
- Nurture your Lead
In this stage, the marketing automation tool creates a difference in processing the top quality, engaging, and potential leads. The converted leads are kept by the digital marketers in the sales-ready stage while fostering through re-engagement with more relevant and innovative content rendering a precise picture of the specific product or services, and catering to solve the issues. Thus, marketing automation continuously educates prospective leads over a certain period to make leads sales-ready with targeted and precise content.
- Close the Sale
When the prospective customer has acquired a converted stage in the automated sales pipeline, it can move ahead to become sales-ready as a potential lead. Now, the most productive approach to utilize marketing automation tools for lead generation is an easy-to-use content cum email workflow approach enabling the visitors to view specifically targeted content. Let us explore some of them below:
- Stage 1: Motivate Visitors to Respond to your Email List
The optimal method to create a marketing automation list, when a site already acquires traffic from social media, is to fetch email addresses from the end customers by attracting more engaging content. There are diverse ways to acquire email ids, such as providing a free eBook report. Innovative automated marketing tools like free-version of ConversionXL render optimizing conversion for the prospective customers opting in to obtain the relevant email content. Further, software tools like ConvertKit provide their blog posts as downloadable PDF files.
- Stage 2: Deliver the Opt-In as Per Promise
The digital marketer can start communication for converting the target client, once the user opts in to receive the firm’s emails. The optimal approach is to keep the promise to deliver the content as described in the opt-in form filled up by the prospective customers.
- Offer Extra Content to Identify Highly Motivated Subscribers
The best and easiest method to provide more effective sales approaches is to employ the least time on bouncing customers, and more time on highly enthusiastic prospects. For this, you need to ascertain the incoming customers having the strongest appeal in the specific product or service. Marketing automation tools, like Drip, help in automatically segregating end-customers into a different list using the easiest yes/no automation methodologies.
- Give Warm Leads to Your Sales Team
The marketing automation tool identifies and segregates the possible leads automatically helping the sales unit to do a follow-up to download the extra content from the users.
The automation platform helps the prospects by rendering relevant email content before re-engaging the users in a week or months. Thus, the resultant effective marketing processes generate leads on their own, thereby providing more converted prospective leads into potential customers.