Five ways marketing automation can help sales teams
Five ways marketing automation can help sales
Lead Capture
1
Five ways marketing automation can help sales teams
Marketing Automation offers two types of lead capturing.1. Landing Pages
Form protecting desirable content –e.g. white papers, ebooks, specialoffers, free trials etc…
Users will happily provide theirinformation providing you are offeringthem something of value.
See our guide to creating landingpages.
Five ways marketing automation can help sales teams
LANDING PAGE BUILDER
The best Marketing Automation platformsoffer landing pagebuilders.
Pardot’s (pictured) is oneof the most comprehensive.
Five ways marketing automation can help sales teams
AUTOMATION RULESSales team can be aided by automation rules which can automatically assign a prospect to the appropriate rep.
E.g. Prospect specifies location as Glasgow = assigned to west of Scotland rep.
Five ways marketing automation can help sales teams
Marketing Automation offers two types of lead capturing.2. IP Lookup
The best marketing automation platforms can provide informationabout your visitors based on their IP addresses.
Data augmentation from integrated third party sources such as data.com and linkedin can give you even more information.
Five ways marketing automation can help sales
Lead Qualification
2
Five ways marketing automation can help sales teams
Interactions with your website and/or emails. E.g. pages viewed, search terms used, materials downloaded and so on.
Lead qualification ensures sales teams are only passed ‘warm’ leads.
IMPLICIT CONSIDERATIONS EXPLICIT CONSIDERATIONS
Explicit information you know about prospects from past meetings, forms, IP lookup etc…
Five ways marketing automation can help sales teams
LEAD SCORINGThe process of scoring leads based on their interactions with your website and/or emails.
EXAMPLE:
White paper download Page view
+20 +3 +3
Link clicked
Five ways marketing automation can help sales
Email Automation
3
Five ways marketing automation can help sales teams
Drip email campaigning is a key component of marketing automation technology.
Read our guide to drip campaigns.
Relevant emails drive 18 times more revenue than broadcast emails. Jupiter Research
Five ways marketing automation can help sales teams
Drip campaigns take prospects on journeys – which can help sales keep in contact with lost opportunities.
Respondent
MQL
Example journeys:
Dormant MQL
Respondent
Lost opportunity
Respondent
Five ways marketing automation can help sales teams
On a practical level, emails can be personalised from a sales rep, who can (if they wish) be alerted to all behaviour alerts and replies.
Drip campaign email personalised from
sales person.Prospect responds
Jane Doe
has resp
onded
Relevant sales rep alerted
Five ways marketing automation can help sales
Lead Intelligence
4
Five ways marketing automation can help sales teams
Marketing Automation gives sales reps a level of lead intelligence that would have been completely unattainable in the past.
Lead
Materials downloaded
Search term used
Social media interaction
Page view
Five ways marketing automation can help sales
Real time lead alerts
5
Five ways marketing automation can help sales teams
Sales teams can receive desktop alerts of a prospect’s activity.
We are Scotland’s marketing automation specialists. If you are interested in discovering more about the ways in which the technology can help drive business growth for your SME, please visit our marketing automation technology website or get in touch.
4 Lynedoch CrescentGlasgowG3 6EQ
Tel: 0141 332 0126Email: [email protected]