#4. Marketing Automation: Lead Nurturing For Better Lead Quality

By Bob Hebeisen

Multitasking (image courtesy of Shutterstock)Part 4 of 7…Here are 7 ways Marketing Automation helps marketers multitask more effectively:

#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

Propel prospects down the sales funnel and along “The Buyer’s Journey” by sending them a systematic sequence of offers and content.

Another way to drive higher lead quality is through lead nurturing. After the initial lead is captured, “drip” a sequence of emails to grow the relationship with the prospect and guide them down “The Buyer’s Journey.” Pass the leads to sales only after they are mature and closer to a buying decision.

Basic lead nurturing can be accomplished without Marketing Automation software. But sophisticated conditional logic needs to be supported in order to accommodate different triggers that can drive variations in the sequence of emails and sales interaction. This is the bread and butter of Marketing Automation.

7 Ways Marketing Automation Helps Marketers Multitask More Effectively:

#1. Setting up marketing campaigns for appropriate tracking
#2. A/B testing
#3. Integration with CRM
#4. Lead nurturing for better lead quality
#5. Doing the little things right, automatically
#6. Reviewing results and applying your learning
#7. Taking a moment to celebrate your successes

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About Bob Hebeisen

My name is Bob Hebeisen and I'm a Boston-based Marketing Director, currently working at a software company called Dimensional Insight. I formerly held Field Marketing and Channel Marketing roles at PTC, and have spent most of my 20-year career in Business-to-Business (B2B) technology marketing. Follow me at http://twitter.com/bobhebeisen
This entry was posted in Buyer's Journey, Hubspot, Lead Nurturing, Marketing Automation. Bookmark the permalink.

7 Responses to #4. Marketing Automation: Lead Nurturing For Better Lead Quality

  1. Pingback: 7 Ways Marketing Automation Makes Life Better For Multitasking Marketers | B2BHebeisen

  2. Pingback: #2. Marketing Automation: A/B Testing | B2BHebeisen

  3. Pingback: #3. Marketing Automation: Integration With CRM | B2BHebeisen

  4. Pingback: #5. Marketing Automation: Doing The Little Things Right, Automatically | B2BHebeisen

  5. Pingback: #6. Marketing Automation: Reviewing Results And Applying Your Learning | B2BHebeisen

  6. Pingback: #7. Marketing Automation: Taking A Moment To Celebrate Your Successes | B2BHebeisen

  7. Pingback: #4. Marketing Automation: Lead Nurturing For Better Lead Quality … « Xtreme Advisors, LLC

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