4 Marketing Automation System Features to Drive Your Lead Strategy

Marketing Automation in CRMMarketing automation systems shine with lead strategies.

When you successfully learn to utilize your marketing automation system to convert traffic to leads, you will be able to utilize your digital assets more wholly to drive sales.

Take advantage of these features to produce an effective lead strategy for your team:

  1. Email Marketing

Email marketing should always be a critical component to your lead marketing strategy. Take advantage of the email addresses you have collected and turned into contacts.

The key to utilizing this data with email marketing is to develop a strategy that focuses on sending relevant, timely messages to your leads based on the stage they are in, in the buying process.

You may also decide to target your email marketing campaigns based on the person’s job title, industry, interests in CRM, etc. It is conditional to the subject matter and specific goal of your email marketing campaign.

  1. Lead Nurturing

Lead nurturing complements the email marketing campaign process in that it offers the ability to set up automated nurturing campaigns based on how your contacts respond.

If they click on content relevant to the manufacturing industry within the body of your email, for example, you may begin to seed awareness about your company’s ability to distribute warehouse parts with quick-turnaround.

Lead nurturing campaigns can be tailored to meet the needs and interests of a variety of customer profiles. They may include triggers based on list membership, event participation, website activity, sales alerts, and email and social engagement, among others.

Having a strong understanding of your customer’s buying persona will be crucial to your success with lead nurturing within your marketing automation system.

  1. Lead Scoring

The next feature is lead scoring, which identifies the qualification of a Marketing Qualified lead and helps you know when to send the lead to the sales team.

As you are nurturing, it’s important to add scoring activities to the customer’s activity so you can determine later in the process, their likeliness to buy.

Your ultimate goal will be to answer sales’ question with confidence: “Is this lead worth contacting?”

  1. Integration to your CRM System

Finally, CRM integration with your marketing automation system’s lead strategy will help you to qualify a lead. There are many marketing actions for you to keep track of.

Integrating your marketing automation system with your CRM system will open up the information to sales more clearly.

Your sales team will be able to understand and see how leads and contacts were engaging with marketing activities, which will help them to take the best approach navigating the contact through the next stage of their customer journey.

If you’re ready to harness the power of marketing automation like a pro, download Ledgeview’s free eBook resource here.

Harnessing the Power of Marketing Automation

About Julia Flaherty

Marketing Coordinator at Ledgeview Partners.

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