Marketing Automation: A Perfect Strategy to Generate Leads

Getting quality leads you need to fuel your company's growth can feel like an uphill task, particularly when you're using a manual process.  

This challenge isn't unique to your company alone.

Many B2B companies struggle to find the right leads because their lead generation processes aren't clear. This results in missed leads, flawed targeting, ineffective planning, and poor messaging. 

With quality leads being critical to any business, these mishaps can cause a dip in your company's sales revenue and profitability.

Lead generation companies use marketing automation to fix these challenges. With most lead-generation activities occurring online, automation is a must-have if you're looking to bring more prospects to your marketing funnel

Think about it-  your marketing team is engaging or re-engaging leads, prompting prospects to sign up, and collecting contacts from leads on a typical day. 

Automating lead generation can make these tasks more efficient and significantly increase the quantity and quality of leads you attract. 

In this article, we explore the different aspects that make marketing automation the perfect strategy to generate leads. 

But first, let's define marketing automation. 

Marketing Automation

What is Marketing Automation?

Marketing automation entails the use of technology to perform repetitive marketing tasks. These tasks may include prioritizing leads, behavior targeting, email marketing, personalizing ads, and much more. 

Automating these tasks allows your company to place its products or services in front of the right audience across different online channels. Marketing automation is so effective that 91% of businesses consider it a critical part of their marketing campaigns. 

And there is data to support lead generation automation. Available stats show businesses that embrace automation can get more leads and grow their sales by up to 14.5%. 

5 Ways Lead Generation Automation Works Perfectly to Find Leads

Lead generation automation serves as a perfect tool for acquiring leads in five ways:

1. Understanding Prospects

2. Syncing lead data

3. Matching Display Ads with Landing Pages

4. Re-targeting Customers or Prospects

5. Nurturing Leads

Let's delve deeper and see what each of these means,

1. Understanding Prospects 

Lead generation automation can help you understand your audience better.  

Most automation systems come with built-in chatbot features. Chatbots are great for providing customer service. But they can also be invaluable in helping your company understand its audience and the preferences of different segments. 

Your company can reap these benefits by configuring and integrating chatbots for lead generation. With that done, create and administer quizzes and surveys to gauge your prospects' interests, needs, and preferences.

2. Syncing Lead Data 

Data syncing capabilities are one way that marketing automation can support your company's lead generation effort.

You need data to personalize your interactions with prospects. But, if your company does not have a CRM system in place, there is a high chance your lead data is stored in different locations- like emails, and phone systems among others. 

While an automation system enables you to collect and store important details about your prospects, it also brings lead data from different platforms to a single location. This ensures you don't lose any leads through the cracks.

It also means your marketing team has access to all lead data, allowing them to customize messages and target prospects with the right communication for positive experiences. 

3. Matching Display Ads with Landing Pages 

Matching Display Ads

To connect with prospects after they click on your ad, you need customized landing pages. These pages should have relevant information to keep users engaged. 

Although you can map display ads to landing pages manually, the process of iterating the ads can be overwhelming when you're dealing with many products or services. 

With the right lead generation automation software, customizing landing pages with the right ads, based on tags or keywords is much easier. This keeps your lead acquisition costs low and gets you more leads. 

4. Re-targeting Customers/Prospects 

Another way that lead generation automation helps companies find quality leads is its ability to re-target potential buyers. 

Re-targeting reminds your audience about the services or products that caught their eye- plus the great features or offers they're likely to miss if they don't act. Re-targeting uses prospect or customer details that your company has collected over time. Often, this is data about their search and purchase behavior. Consider it another way of applying personalization in marketing. 

B2B lead generation services can help you re-target audiences with a range of marketing messages to trigger actions like downloads, clicks, sign-ups, purchases, or registrations. They do this by automating:

  • Emails

 

  • Pop-ups

 

  • Text Messages

 

  • Notifications 

 

5. Nurturing Leads 

Lead nurturing

Lead nurturing and conditioning is the other critical way that a marketing automation system can support B2B lead generation efforts. Some excellent ways to nurture leads with marketing automation systems include: 

  • Targeting leads with upsell opportunities by delivering the relevant messages at the right time.

 

  • Warming leads up with messages that keep your brand and products at the top of their minds.

 

  • Delivering personalized messages to passive clients to re-engage them.

 

  • Keeping your website visitors engaged.

 

Key Takeaway

Lead generation automation software can make the process of finding leads easier. You can use it to personalize interactions with your target audience, allowing you to convert prospects into leads faster and more efficiently. To save time and resources, invest in automation software or work with lead generation companies to reap the benefits discussed above.