B2B lead generation can be effectively leveraged with the help of
intelligent marketing automation services. Marketing automation solutions and
services provide the following benefits to B2B marketers.
Centralized database
Marketing automation software helps marketers to manage their
leads database from one centralized platform. Whether it is consolidation of
leads from different sources or providing separate visits and leads views, such
platforms can help manage leads coming in through marketing campaign form
fills, email campaigns, social media, etc.
Lead intelligence
Today, intelligent platforms are able to deduce lead intent and
provide actionable intelligence such as company details, decision maker contact
data, etc. Using this company level intelligence and buying intent of
prospects, marketers can easily plan for personalized nurturing campaigns as
well.
Identification of Marketing Qualified Leads
By providing marketers with lead intelligence, marketing
automation services help to separate the ready-to-buy leads from the
“low-intent driven browsing” website visitors.
Lead Scoring
For every visit and every activity registered on the site,
marketers can score, qualify and prioritize leads, so that sales teams can
focus only on the "higher quality" leads. Using lead trackers and
marketing automation services marketers will be able to score based on
demographics and website behavior. Also, these solutions help to set up email
alerts whenever a lead crosses a threshold scoring level.
Lead Nurturing
Over a period of time, through constant scoring and obtaining lead
intelligence information, marketers will be able to create marketing campaign
workflows that can be executed in a timely manner, in order to reach out to
those leads that have shown high interest in the company’s product. Marketing
automation services help to create time based triggers for email nurturing
campaigns. Such platforms also automate email campaigns in order to effectively
deliver the product or solution message to prospects and customers.
Social Connectivity
Being socially active has become an imperative part of B2B
marketing as well. Marketing automation services help to track social responses, track click throughs, and devise
special campaigns to reach out to them.
Reporting
Lead analytics is one of the highly rated benefits of B2B marketing automation services. The reports generated from leadtracker and marketing automation
services help to increase effectiveness of inside sales and take timely and
appropriate actions. Also, they are a great way to assess marketing spend and
calculate return on investment from a financial point of view.
When combined with a proper roadmap for revenue generation by the
company’s top management, services of marketing automation platforms can be
efficiently leveraged to close business deals faster.
Also read on - Sales Intelligence,
Email Marketing