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Marketing Automation : The Importance of Cause Scoring in B2B

I have spent significant amounts of time of late studying various marketing related technologies to construct out some efficiencies and adopt a lot of the newer tricks out now there. In an earlier write-up, I dug into my scene on the content management breathing space. As it turns released, several of the articles management and WEM suppliers also include Marketing Automation.So I thought I'd talk slightly how to use that to nurture leads.

Marketing Automation: What Is It?

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

"Marketing Automation is a software-based solution that intend advanced email marketing functionality just like drip marketing, multi-step campaigns, landing page generation, and full analytical checking. It also can include more advanced message testing and targeting features not commonly obtained in simple email marketing merchandise. "

Essentially, these products exist to support marketing teams better nurture and qualify leads while in the early stages of that sales funnel. That way, once a lead makes it to sales, the person is prone to be qualified, interested, and ready to dig straight into consider the product in more detail. They likely have a real project and budget, maybe even a desired time line, leading to a accurate opportunity waiting and ready on your sales team.

Lead Scoring: The Key to Nurturing in addition to Qualifying

In order to obtain that vision just identified, it is absolutely critical you think carefully about how you want to designate what a skilled lead is. This can be carried out very simply, or it can always be quite complicated in greater enterprises or businesses with a broad product portfolio.

Simple Version: Response Indicates Interest

The simplest example of how to implement lead scoring is first a multi-step campaign. Let's say that, once you identify a different lead, they go into the marketing automation solution campaign that sends the following emails:

1. A welcome email using links to free information regarding your product and the issues it solves

2. (Two weeks later) A 2nd message including a bit more product information, as well as make contact with info should they prefer to demo a product

3. (Four weeks later) Another message leading with a far more focused offer centering all-around a demo

4. (Eight weeks soon after) A fourth along with final message extending an premium or urgent, time-limited offer that moves them down the sales cycle

Like I said, this is very very simple. Basically, you are providing a bit more motivation to respond when. If this does not get a response, then perhaps they may not be ready to buy pretty yet. Or maybe they haven't much gotten the project okayed, even though they will certainly. But one way or additional, they were willing to permit you to be in touch with these. Unless they unsubscribe, you still have grounds to push on.