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Marketing Automation - The Importance of Direct Scoring in B2B

I have spent a great deal of time of late studying various marketing related technologies to build out some efficiencies and adopt most of the newer tricks out now there. In an earlier content, I dug into my sight on the content management place. As it turns out there, several of the content material management and WEM suppliers also include Marketing Automation.So I thought I'd talk slightly how to use it to nurture leads.

Marketing Automation: What Is It?

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

"Marketing Automation is a software-based solution that intend advanced email marketing functionality including drip marketing, multi-step campaigns, landing page generation, and full analytical monitoring. It also can include tough one message testing and targeting features not commonly obtained in simple email marketing items. "

Essentially, these products exist to support marketing teams better nurture and qualify leads in the early stages of the particular sales funnel. That way, once a lead can make it to sales, the person is prone to be qualified, interested, and ready to dig straight into consider the product at length. They likely have a real project and budget, maybe even a desired time line, leading to a real opportunity waiting and ready for your sales team.

Lead Scoring: The Key to Nurturing and also Qualifying

In order to accomplish that vision just identified, it is absolutely critical you think carefully about how you intend to designate what a experienced lead is. This can be carried out very simply, or it can always be quite complicated in larger enterprises or businesses that has a broad product portfolio.

Simple Version: Response Indicates Interest

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

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

2. (Two weeks later) The second message including additional product information, as well as contact info should they need to demo a product

3. (Four weeks later) 1 / 3 message leading with a far more focused offer centering all-around a demo

4. (Eight weeks after) A fourth and also final message extending a more premium or urgent, time-limited offer that moves them under the sales cycle

Like I said, this is very uncomplicated. Basically, you are providing more closely motivation to respond every time. If this does not obtain response, then perhaps they may not be ready to buy pretty yet. Or maybe they haven't gotten the project sanctioned, even though they will certainly. But one way or one other, they were willing to let you be in touch with them. Unless they unsubscribe, you still have grounds to push on.