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How to automate your marketing processes

Last week we discussed how marketing automation provides the tools and intelligence to separate “warm” leads from the “hot” leads that represent immediate sales opportunities.  

This week we cover 10 steps to help you automate your marketing processes in order to identify your "warm" and "hot" leads.  

1.     Email marketing  

Email marketing is often the most important online marketing channel and is even more powerful when combined in a single platform with landing pages and forms. Marketing automation platforms can usually replace an email service provider.  

An automated email marketing platform has the ability to create “what-you-see-is-what-you-get” emails and newsletters with easy-to-use design tools, send emails to groups of customers and prospects, and track and report on deliveries, opens, and clicks. It gives you a complete view of email performance.  

This behavioural marketing automation generates a lead score for each contact which determines how the contact is managed and how ‘hot’ the lead is. Download my whitepaper to read more..  

2.     Lead scoring  

Lead scoring is used to rank prospects against a scale that represents the perceived value each lead represents to the organisation. The resulting score is used to determine how leads are allocated (e.g. sales, telemarketing) and the best way to engage with them in the immediate future. The most accurate lead scoring models include both explicit and implicit information. Download my whitepaper to read more...    

3.    Dynamic Content  

Emails and landing pages that have been customised for specific segments drive much higher engagement. Customise text, images, and calls-to-action based on criteria, including location, industry, job title, and much more. For example, send different messages to current active opportunities than to early-stage prospects. Download my whitepaper to read more...  

4.     Data segmentation  

The ability to precisely and dynamically micro-segment your database and target specific leads and contacts lists is essential to the success of all marketing activities. This gives sales and marketing more flexibility with their targeting to deliver improved results. Download my whitepaper to read more...  

5.     Online behaviour analytics  

Reporting and analytics give businesses the ability to prove the impact of their marketing efforts. Marketing automation has the ability to track which emails prospects open and click, what web pages they visit, what keywords they use, even what they say on social networks – all with the goal of understanding who they are, what they are interested in, and where they are in the buying process with your business. Download my whitepaper to read more...  

6.     Marketing campaigns and tools  

Landing pages are an essential part of many marketing campaigns. By directing clicks to a landing page customised for a specific email rather than a generic home page, marketers can significantly improve their conversion rates. That’s why marketing automation platforms include the ability to build ‘what-you-see-is-what-you-get’ landing pages with a graphical interface without any help from an IT department. Download my whitepaper to read more...  

7.     CRM integration and delivery of sales-ready leads  

When marketing automation is integrated with a customer relationship management solution the result is real-time, actionable sales intelligence. Sales intelligence provides sales executives with easy access to the key facts and prospects’ behaviours, so they can focus on the hottest leads and opportunities as well as knowing what the prospect wants to talk about. Download my whitepaper to read more...  

8.     Lead Nurturing  

Lead nurturing is the ability to automate “drip marketing” campaigns that send relevant messages over time, based on a prospect’s behaviour and predefined campaign steps. This can include delivering a regular automated supply of marketing collateral and marketing communications, generating new leads from your target market through arousing curiosity. This capability is designed to engage, nurture and deepen relationships with prospects to get them to a sales-ready state. Download my whitepaper to read more...  

9.    Social marketing  

By adding tracking to social sharing applications, you get insight into who shares your content, your social conversion rates, how much “social lift” you are getting from your campaigns, and how social marketing impacts your bottom line. Download my whitepaper to read more...  

10.     Webinar and event management  

Event marketing capabilities streamline the entire event process, including personalised invitations, registration, reminders, and post-event follow up. They can also provide analytics, so know how many people have registered, how many attended, and so on. Marketing automation platforms can integrate with tools like Cisco WebEx®, Adobe Connect, Citrix GoToWebinar, ON24, and Readytalk to streamline the process further. Download my whitepaper to read more...  

To learn more about lead generation through marketing automation, please contact me for a free no obligation consultation or visit my website.    

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