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    Amplifying Your Lead Generation Through Marketing Automation – HubSpot

    Table Of Contents

    Marketing automation consists of software that handles routine marketing tasks without the need for human action. Marketing automation uses software to automate monotonous marketing work. Compared to past decades, now it is an era of the digital industry, and marketing channels by extension, are in a state of constant evolution, which marketers should thoroughly consider when they think of building lead generation strategies. These days competition is high and so are the demands and requirements of different users. Marketing teams are busy drafting new strategies to generate new leads, sales teams work hard on making those potential leads permanent clients. Marketing automation, also known as lead generation software, can play a significant role in getting marketing and sales teams on the same page. 

    But the problem with multiple channels is that their management requires different software, thereby leading to a scattered approach altogether.

    The lead generation process can be simplified extensively by combining the efforts of all marketing channels and having multiple data points in a centralized software. This is where marketing automation comes in.

    How Marketing Automation Binds Lead Generation Processes?

    Marketing automation gives you a richer, more detailed picture of the behaviour of potential customers. Marketing automation software allows you to establish clear, objective measures of progress through the customer lifecycle. By making use of behavioural tracking methods such as following a user’s path through your website, marketing automation software can help your marketing team to understand a user’s interests and where they are in the purchasing lifecycle. Later certain customizations can be made around those parameters.

    Now, let’s say a particular customer is viewing a range of products. This might indicate that they are at the beginning of the purchasing process, researching and comparing while preparing a shortlist. If they later download details on a specific product, that could indicate a narrower focus and a readiness to be contacted by a salesperson.

    Compiling together information from these important areas including website visits and downloads, social media activity and direct marketing enables automatic scoring, qualifying, and prioritizing of leads. Constant efforts are made to maintain that engagement with potential customers. 

    How can marketing automation help your business?

    Generating leads and keeping customers engaged throughout their journey is one of the common challenges faced by businesses. Apart from just collecting that pile of data, putting that information to the right use is another struggle.

    Marketing automation software helps in overcoming these challenges by putting data to work by streamlining the workflows. When marketing automation is thoughtfully integrated, it creates a good opportunity for healthy, long-term relationships with your customers.

    • Personalized workflows help drive qualified prospects to helpful content, resulting in warm leads that can then be nurtured thoughtfully into customers.
    • Streamlined processes, With effective marketing automation, there’s no need for complicated hand-off procedures, everything is automatically saved in your central data storage, and internal workflows can help you prioritize tasks as they’re needed.
    • Integrated data and analytics help in using the prospects' data to understand them better, and helps in drafting a good marketing plan.

    Lead generation marketing automation- a process that lets you build a content client base- needs to be tackled strategically for the most benefit. As a marketer, one should focus on getting behind on every aspect entailed in the entire process. Without educating yourself, you could be doing more harm to your business than good. But, if one leverage it wisely, marketing automation has the potential to help business generate leads that are just the right fit for the business.

     

    Devdeep Singh June
    Hubspot

    FAQs

    Why choose marketing automation?

    Marketing automation has numerous benefits that can help you market your business with ease. Some of them are:

    • More effective and productive campaigns.
    • Increase revenue.
    • Improves relationship marketing.
    • Helps to schedule and monitor campaigns.
    • Increase consumer base.

    Will marketing automation reduce work for marketing personnel?

    Marketing automation won’t reduce the work but it will help them to organize the whole customer base more effectively. Moreover, the integrated analytics will help with converting potential customers into money-making leads.

    Does it work only for big companies ?

    No! Marketing automation works well for any kind of enterprise irrespective of its arena and size. It can be utilized by anyone who wants to generate leads and grow the business.

    What makes marketing automation effective ?

    There are many key elements to effective marketing automation. Some of them are:

    • Keeping up to date with your contacts and leads.
    • Put forth about 20-40% of your content using visuals, photos, videos, and specials.
    • Using proper segmentation.

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