Generate High-Quality Leads With Marketing Automation

B2B lead generation through billboards, radio commercials, print marketing etc. have zero effect on the consumers of today. Owing to the changing sales journey, today’s self-aware customers buy experiences and not products. Modern marketers need to tailor their lead generation strategies to create a delightful customer experience, if they want to succeed in a customer-driven marketplace. 

Fortunately there are endless marketing automation services and tools designed to heat up your pipeline with high-quality leads. 80% of marketers that use some form of an automation software generate more leads- 77% of whom convert. That’s a high number, so integrating marketing automation platforms into your martech stack should be your go-to B2B lead generation strategy.

After ransacking the depths of the internet in search of lead generation best practices, here’s unearthing the top three of them:

1.    Automate Cold Email Campaigns

Content Marketing Institute found that 83% B2B marketers still use email as part of their content marketing strategy and as much as 28% of customers still prefer to receive promotional mails. With an expected 3% increase in email usage per year, email is the lifeblood to generating B2B leads. Advanced, automated email systems scale up B2B lead generation and improve your company’s bottom line.

Email marketing automation increases open rates and generates 320% more revenue than cold mailing. If personalised, these numbers more than just double up, clocking at 720%. Every B2B marketing company dreams about automating their email processes, which is the road to success in the era of elevated customer expectations.  

2.    Offer Personalised Website Experiences

There is a common denominator that blurs the line between B2C and B2B customers- personalisation. The idea that B2B personalisation is different from B2C is misguided. There is still a human behind the product or services you’re targeting. Marketing automation will help companies to anticipate their needs and make relevant suggestions before even making contact.  

For e.g. the team at Nuxeo personalized their blog post recommendations to customize at the one-to-one level for each blog reader.

3.    Conversational Marketing through Chatbots

With massive leaps in artificial intelligence due to machine learning systems, the complexities of human language can now be managed by chatbots. Website chatbots and AI vendors can speed up the process of lead conversion, whenever a visitor makes the first contact with your brand.

A marketing automation company can help you set up conversational AI platforms for your business so that customers don’t have to jump through endless hoops to get in touch with your sales team. Sales Rabbit reported a 50% increase in qualified leads after using conversational marketing through website chatbots.

In addition to chatbots, pop-ups, lead generation pages, and email software; a marketing automation specialist uses lead automation tools to generate leads, based on who visits your website. Marketing automation can effectively create a centralized database of information for following up with all leads — regardless of how you initially connected with them.