In an ideal world, your leads would find their way themselves down the marketing and sales funnels. However, that’s now how things actually work. Lead nurturing can be a long and overwhelming process, to say the least. The fact that the buyer’s journey has increasingly become more complex in today’s new normal means success-driven organizations have to encourage leads, qualify them, convert them to prospects, and ultimately convert them to customers while tracking touchpoints and engagement across different channels. This is where lead management automation comes into the picture.
How Automation Can Help You Manage And Nurture Leads?
Maintaining a smooth and seamless flow of leads is usually a complex process with countless manual interventions. There are different moving parts – CRMS, FORMS, eCommerce platforms, email marketing lists, and so on. Shuffling information between them can even overwhelm the most seasoned and skilled professional. Thankfully, automation can help in simplifying and streamlining lead generation workflows by connecting the sources of leads to out-of-the-box lead management tools.
- The Art of Segmentation: One of the first things that you should consider while developing your lead nurturing strategy is to segment the prospects purposefully. This will help you classify the prospects as per their personas to determine the best method to win clients and close deals. For instance, you can tag prospects based on their website visits based on their duration of visit and stay on a specific web page. You can even leverage web forms by adding extra fields to segment website visitors based on their interests. This will help you access a segmented prospect list based on their geographical location, buying patterns, or preferences.
- Timely Follow-Ups: It is important to proactively follow up with prospects in a personalized manner. By automating follow-ups, your sales team can concentrate on its core activities while connecting with leads at the same time. These automated interactions can be performed through SMS, email, phone, or push notifications. For instance, drip series can be utilized on successful sign-ups to inform the customers about your products or services.
- Automating the Consumer Journey: A customer Journey involves a series of touchpoints and/or step-by-step activities a consumer goes through in his or her customer lifecycle. Automation can help you chart out the steps or funnel to stay ahead of the curve. For instance, you can prompt customers to download an eBook or attend a webinar once he or she gets driven to a landing page from a LinkedIn or Facebook advertisement.
- Lead Scoring: The next step is all about the assignment of scores based on user engagement and behavior. The primary concept behind this is to formulate a purposeful and relevant point-based system (or lead scoring) to prioritize follow-ups with prospects. For instance, activities highlighting a higher/deeper level of interest in your products and services should receive more points. This will help you assign lead scores to prospects to segment them as Hot, Warm, or Cold leads.
- Loyalty through delight: There is no denying the fact that the most powerful and result-oriented form of marketing is word-of-mouth recommendation. It happens only when customers are highly satisfied with the quality of your products and/or services. You can leverage CRM to gather personalized information of customers and use those invaluable insights to increase the ROI for your business.
- Analysis and Optimization: Analysis and optimization can go a long way in the success of a marketing strategy. Analytical marketing automation tools can help your marketing team quantify the success and failure of the marketing techniques. This will help marketers ascertain the parts of the overall marketing strategy that are succeeding or failing.