B2B Inbound Marketing

5 Ways Marketing Automation Helps Qualify More Business Sales Leads

By Open Path

Finding the Right Business Sales Leads

Think a minute about the current status of your company’s website. Here are some question to briefly think through:

What is your process when following up with business sales leads?

Is there a set process to respond to all leads within a few minutes?

Or does that task fall to your sales team?

If so, how many of those leads end up being a waste of time?

And does that wasted time affect your sales team morale?

These are all important questions that every organization needs to be asking.

 

5 Ways Marketing Automation Helps Qualify More Business Sales Leads

 

So often, websites for manufacturing, industrial, B2B distribution, and SaaS companies expel copious amounts of technical information about their products--how the product is built and why it’s better from an engineering or design perspective.

The technology saturated information will be followed by a generic “contact us” form, which doesn’t adequately capture what the customer needs. Website leads identified in this manner usually are mishandled because there are no set procedures in place to effectively and efficiently contact the leads - leading to wasted time and energy for your sales team.

Now, take a minute to imagine a program that can automate many of the time-wasting, repetitive tasks that are dominating your sales staff’s time.

This is exactly what marketing automation does when used correctly. It is able to relieve pressure from the sales team and guide them in identifying qualified leads, which will result in closing more sales.

 

5 Ways Marketing Automation Help Find the Right Business Sales Leads

 
1. Provides Data

Marketing automation tools such as CRMs (Customer Relationship Management), provide data that shows how to attract potential customers to your website.

 

2. Solving A Leads Problem

First-time website visitors are usually trying to solve a problem. Marketing automation aids these customers in finding the information they seek.

 

3. Delivers Information

Automation provides follow-up with helpful information that is tied to the solution the customer is looking for. It also alerts the sales team when a customer is ready to talk.     

 

4. Ability to Qualify Leads

Marketing automation tools qualify leads and gather specific information, allowing your sales team to quote the needed solution rapidly.    

 

5. Following Up with Leads

Many times, follow-up after the quote is overlooked. Marketing automation provides 4 to 5 timed emails to cover key decision-making steps to close deals.


 

Creating an Effective and Efficient Marketing Automation Strategy

The sales team needs an understanding of how people search the internet for solutions to their B2B problems.

This understanding can be achieved through the use of analytic data that allows the CEO or Sales Manager to visualize the company’s digital presence and how to position the company in relation to competitors.

Your website design must place your company on a strong foundation to attract visitors. Once this foundation is in place, marketing automation is layered on it to capture, educate, and qualify website traffic.

Marketing automation is designed to accomplish the repetitive, time-consuming tasks that deplete the sales team’s efficiency and energy. The software also provides follow-up after the quote, utilizing your best practices to close deals.

Marketing automation software built upon a solid Revenue Growth Engine can help your sales team receive adequate website leads from educated business sales leads that know what they want and want you to sell it to them.

To see how a Revenue Growth Engine equipped with marketing automation works, download Open Path’s ebook.

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