Role of Marketing Automation in Lead Generation
Article by Ajax
In our highly digitized world, websites play a very important role. Websites are a company’s virtual home in the virtual world since they house all information on the company, welcome visitors, make them comfortable and make an attempt at befriending them and understanding what they want.
Companies spend a lot of money to make their virtual homes engaging and interactive for their visitors, but only a very minuscule percentage of them actually view their websites as a source for generating leads.
Any website analytics tool can tell that there are thousands of people visiting a website every month, but only very few actually fill in the contact form and disclose their identity – the other, almost 90% of the visitors leave the website, after consuming the information they wanted, without revealing their identity or their intent behind visiting.It would be safe to assume that at least 40% of those visitors would have been people interested in offerings similar to those offered by the company. Now if a B2B marketer could identify these 40% of the anonymous visitors to the web site even if they failed to fill the forms, they could increase the number of leads generated on the website by up to 400%!
On the other hand, inside sales teams are constantly frustrated by dead end calls because current lead-generation solutions provide incomplete lead contact information with very limited or no context.
Converting a web traffic into Qualified Sales Leads does not require a magic formula, but a good Marketing Automation Software, which can help marketers track the anonymous enterprise visitors/leads to their website, understand the intent behind their visit and based on its findings qualify them as a potential lead or not. Knowing what the lead wants surely makes it easy to approach him with a more targeted marketing or sales pitch.
In addition to finding leads among website visitors, robust marketing automation software also helps to measure the ROI of the company’s marketing assets and efforts, including the website. It ensures that marketers know exactly which marketing investments are yielding results by generating the desired number of leads.
Here are some more key reasons for using marketing software for lead generation.
• Eliminates lead-lag with early detection of prospect visit and intent.• Automates the pre-sales process by providing enriched lead contact information that enables sales teams to quickly make a connection with qualified prospects• Offers real-time analytics using built-in lead management and contact tools that integrate easily into existing CRM solution.• Capture qualified leads enriched with information that helps sales generate faster sales and develop a more targeted response to prospects browsing the website.• Leads generated using marketing automation software have a significantly higher conversion success rate than cold contacts, because the prospect is pre-qualified as a sales opportunity before the marketer even receives the lead.
It is fitting to conclude that marketing automation software can truly drive more leads through constant monitoring thereby allowing marketers to respond to prospects in the right fashion.
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