Marketing Automation
To Convert Your Visitors into Prospects
Marketing automation systems such as Eloqua are popular for finance and investment websites, to drive leads from the top of the marketing funnel to become sales-ready leads at the bottom of the funnel. Prospects who become contacts are scored, based on their activities and then presented drip campaign messaging via email and social channels for lead nurturing until they are ready to buy.
Marketing Automation Closes the Loop for Marketing and Sales
Marketing automation systems are designed to close the loop for marketing and sales teams. They help bridge sales and marketing, with marketing tools to execute campaigns, such as event and campaign management, lead scoring and nurturing. This enables your marketing team to effectively pass qualified leads through your auto-synched CRM (such as Salesforce, to your sales team. Marketing automation systems include four key steps for lead generation:
Lead Generation Automation Four-step Process
- Inbound leads, both email and phone are generally funneled to content such as a webinar or whitepaper, with a lead capture form where data is synched to a CRM system.
- Lead scoring tools that rank prospects based on key attributes, such as level of engagement, demographics and stage in the buying process.
- Outbound phone leads are inputted into a CRM system through list sourcing and marketing and sales offline initiatives.
- Then sales-ready leads are assigned to sales reps for appointments, while non-sales-ready leads go through an auto-responder email series with relevant, targeted and consistent communications for nurturing.
CRM and Email Integration for Lead Generation
(Click on the image on the left.)