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Marketing Automation - The Importance of Steer Scoring in B2B

I have spent significant amounts of time of late analyzing various marketing related technologies to construct out some efficiencies and adopt a few of the newer tricks out generally there. In an earlier article, I dug into my approach to the content management place. As it turns out there, several of the content management and WEM suppliers also include Marketing Automation.So I thought I'd talk a bit how to use the idea to nurture leads.

Marketing Automation: What Is It?

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

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

Essentially, these products exist to help marketing teams better nurture and qualify leads inside early stages of the sales funnel. That way, once a lead makes it to sales, the person is more likely to be qualified, interested, and ready to dig directly into consider the product in greater detail. They likely have an actual project and budget, maybe even a preferred time line, leading to a real opportunity waiting and ready in your sales team.

Lead Scoring: The Key to Nurturing along with Qualifying

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

Simple Version: Response Indicates Interest

The simplest example of easy methods to implement lead scoring is to begin with a multi-step campaign. Let's say that, once you identify the latest lead, they go into a great marketing automation solution campaign that sends this emails:

1. A welcome email along with links to free info on your product and the problems it solves

2. (Two weeks later) A second message including a little more product information, as well as make contact with info should they would like to demo a product

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

4. (Eight weeks afterwards) A fourth plus final message extending an premium or urgent, time-limited offer that moves them over the sales cycle

Like I said, this is very uncomplicated. Basically, you are providing a little more motivation to respond each time. If this does not have a response, then perhaps they are not ready to buy very yet. Or maybe they haven't much gotten the project okayed, even though they will. But one way or additional, they were willing to assist you to be in touch using them. Unless they unsubscribe, you still have a reason to push on.