Five ways marketing automation can help sales teams

Five ways marketing automation can help sales

Lead Capture

1

Five ways marketing automation can help sales teams

Marketing Automation offers two types of lead capturing.1. Landing Pages

Form protecting desirable content –e.g. white papers, ebooks, specialoffers, free trials etc…

Users will happily provide theirinformation providing you are offeringthem something of value.

See our guide to creating landingpages.

Five ways marketing automation can help sales teams

LANDING PAGE BUILDER

The best Marketing Automation platformsoffer landing pagebuilders.

Pardot’s (pictured) is oneof the most comprehensive.

Five ways marketing automation can help sales teams

AUTOMATION RULESSales team can be aided by automation rules which can automatically assign a prospect to the appropriate rep.

E.g. Prospect specifies location as Glasgow = assigned to west of Scotland rep.

Five ways marketing automation can help sales teams

Marketing Automation offers two types of lead capturing.2. IP Lookup

The best marketing automation platforms can provide informationabout your visitors based on their IP addresses.

Data augmentation from integrated third party sources such as data.com and linkedin can give you even more information.

Five ways marketing automation can help sales

Lead Qualification

2

Five ways marketing automation can help sales teams

Interactions with your website and/or emails. E.g. pages viewed, search terms used, materials downloaded and so on.

Lead qualification ensures sales teams are only passed ‘warm’ leads.

IMPLICIT CONSIDERATIONS EXPLICIT CONSIDERATIONS

Explicit information you know about prospects from past meetings, forms, IP lookup etc…

Five ways marketing automation can help sales teams

LEAD SCORINGThe process of scoring leads based on their interactions with your website and/or emails.

EXAMPLE:

White paper download Page view

+20 +3 +3

Link clicked

Five ways marketing automation can help sales

Email Automation

3

Five ways marketing automation can help sales teams

Drip email campaigning is a key component of marketing automation technology.

Read our guide to drip campaigns.

Relevant emails drive 18 times more revenue than broadcast emails. Jupiter Research

Five ways marketing automation can help sales teams

Drip campaigns take prospects on journeys – which can help sales keep in contact with lost opportunities.

Respondent

MQL

Example journeys:

Dormant MQL

Respondent

Lost opportunity

Respondent

Five ways marketing automation can help sales teams

On a practical level, emails can be personalised from a sales rep, who can (if they wish) be alerted to all behaviour alerts and replies.

Drip campaign email personalised from

sales person.Prospect responds

Jane Doe

has resp

onded

Relevant sales rep alerted

Five ways marketing automation can help sales

Lead Intelligence

4

Five ways marketing automation can help sales teams

Marketing Automation gives sales reps a level of lead intelligence that would have been completely unattainable in the past.

Lead

Materials downloaded

Search term used

Social media interaction

Page view

Five ways marketing automation can help sales

Real time lead alerts

5

Five ways marketing automation can help sales teams

Sales teams can receive desktop alerts of a prospect’s activity.

We are Scotland’s marketing automation specialists. If you are interested in discovering more about the ways in which the technology can help drive business growth for your SME, please visit our marketing automation technology website or get in touch.

4 Lynedoch CrescentGlasgowG3 6EQ

Tel: 0141 332 0126Email: contact@mcraeandcompany.co.uk