Contribution of Marketing Automation Software in Lead Generation & Management
In B2B marketing, keeping a healthy sales pipeline is a much desired objective of every organization. This literally means that only when “warm” leads are pursued, firms can sustain themselves in today’s highly competitive marketplace. But then finding good business leads is not a cake walk either. For firms struggling to keep their sales funnel buzzing, a marketing automation tool can really help in such situations.
Earlier, B2B websites have mostly used their websites as an online company brochure only. All marketing activities, be it online or offline, direct a number of company’s prospects to their website, which used to go unnoticed. But today, marketers have realized that a good amount of traffic can be generated to the corporate website and if they were left untended, the company could actually lose out on getting to know almost 95% of the people who have shown some level of interest because there is no mechanism to track their visits.
Marketing automation tools have now made a major difference to the working of B2B companies. They offer useful analytics and insights on both the kinds of enterprise visitors – those who disclose their identity and those who abandon the sites but maybe interested in the company’s offerings.
If generating leads is tough in a B2B set-up then managing leads and tracking their progress from one stage to another is equally tough considering that most B2B cycles take 12-18 months long for deal closure. So, it is important to constantly keep track of lead’s activities, their multiple stages of interest and push only the interested or sales-ready ones into the sales pipeline. Effective Lead Management can therefore make all the difference when it comes to successful sales closures.
- Marketing automation tools ease and simplify the process of Lead Management thereby making it simpler to track the activities of the leads.
- Marketing automation solutions can also be used to score leads based on their interactions with the website and even automate the lead nurturing emails.
- Such software can automate the pre-sales process by providing enriched lead contact information that enables sales teams to quickly make a connection with qualified prospects in real-time using built-in lead management and contact tools that integrate easily with existing CRM solutions.
With superior lead intelligence, B2B companies can increase the number of new leads, qualify and prioritize leads or decision makers, and proactively take steps to close the deal sooner.
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