Marketing automation
Posted: Sun Dec 22, 2024 5:47 am
One of the most striking aspects of Inbound Marketing is that each action or campaign we develop has a fundamental objective: to advance our leads along the conversion funnel. Acquisition is always a complicated process. Converting a stranger into a contact or potential client requires a lot of strategy. But what is the point of expanding our database with leads that do not convert? Do you want to know how to boost your sales through lead marketing? Follow these tips.
Table of contents
Lead Scoring: Assigning a value to each lead
Lead Nurturing: How you will mature your leads
Marketing automation
Tips for Lead Nurturing
Automation tools
The first step is to establish criteria to assess the lead (lead scoring). Next, it is time to work on our relationship with the lead to convince them and direct them to the next step; a new step that brings them closer to our products or services. How do these two techniques work?
Lead Scoring: Assigning a value to each lead
This concept will depend on the characteristics of each business model and many other factors such as economic potential, the decision-making power of the lead within the company, the history of interactions with your different communication channels, etc.
What information do we have?
- Information provided directly by the lead: When creating our form, we can establish a wide variety of fields that help us get to know the lead better . Here we must assign a value or a priority level, taking into account the characteristics of our buyer personas. Some examples:
Company size
Sector
Company needs.
Workstation.
Location
- Information extracted by us: In this case, we will take into account aspects related to the lead's behavior: interactions with our social networks, visits to our pages, eBook downloads, contact forms, email openings, etc.
- Extra information: On the other hand, in cases where doubts arise about the quality of the lead or we lack information of interest, we can always carry out a little research. For example, if it is important for us to set limits on economic strength, we could extract interesting data from financial report directories.
In this work, the key is to assign a series of positive and negative attributes for each filter or segmentation. Here we must set a value threshold between what we consider positive and negative attributes . For example, we can find owner of cell phone number free philippines establish as a positive attribute that the lead already follows us on Facebook or has visited our product page more than once.
Lead nurturing: How you will mature your leads
Once the contact has been qualified, it is time to establish a qualification ( lead nurturing ). The previous step has allowed us to establish initial scores that help us place the lead within the purchasing process. In this sense, we can talk about:
Information Qualified Leads (IQL) are contacts who are in an initial, fully informative phase. Users show interest in a topic or need, but are not yet clear on what it is exactly. They may have downloaded a resource with the intention of staying up to date or researching a topic of interest in their professional environment. Within the marketing funnel, they would be in the first step of information and awareness.
Marketing Qualified Leads (MQL) These leads are in a more mature phase. They have already interacted with your company; they have downloaded several resources or shown interest in certain content that your company distributes through your communication channels. In addition, the explicit information they have provided shows that they are more aware of what their problem is. These are leads that are in the consideration phase. They know what they need and are looking for options to satisfy their need.
Table of contents
Lead Scoring: Assigning a value to each lead
Lead Nurturing: How you will mature your leads
Marketing automation
Tips for Lead Nurturing
Automation tools
The first step is to establish criteria to assess the lead (lead scoring). Next, it is time to work on our relationship with the lead to convince them and direct them to the next step; a new step that brings them closer to our products or services. How do these two techniques work?
Lead Scoring: Assigning a value to each lead
This concept will depend on the characteristics of each business model and many other factors such as economic potential, the decision-making power of the lead within the company, the history of interactions with your different communication channels, etc.
What information do we have?
- Information provided directly by the lead: When creating our form, we can establish a wide variety of fields that help us get to know the lead better . Here we must assign a value or a priority level, taking into account the characteristics of our buyer personas. Some examples:
Company size
Sector
Company needs.
Workstation.
Location
- Information extracted by us: In this case, we will take into account aspects related to the lead's behavior: interactions with our social networks, visits to our pages, eBook downloads, contact forms, email openings, etc.
- Extra information: On the other hand, in cases where doubts arise about the quality of the lead or we lack information of interest, we can always carry out a little research. For example, if it is important for us to set limits on economic strength, we could extract interesting data from financial report directories.
In this work, the key is to assign a series of positive and negative attributes for each filter or segmentation. Here we must set a value threshold between what we consider positive and negative attributes . For example, we can find owner of cell phone number free philippines establish as a positive attribute that the lead already follows us on Facebook or has visited our product page more than once.
Lead nurturing: How you will mature your leads
Once the contact has been qualified, it is time to establish a qualification ( lead nurturing ). The previous step has allowed us to establish initial scores that help us place the lead within the purchasing process. In this sense, we can talk about:
Information Qualified Leads (IQL) are contacts who are in an initial, fully informative phase. Users show interest in a topic or need, but are not yet clear on what it is exactly. They may have downloaded a resource with the intention of staying up to date or researching a topic of interest in their professional environment. Within the marketing funnel, they would be in the first step of information and awareness.
Marketing Qualified Leads (MQL) These leads are in a more mature phase. They have already interacted with your company; they have downloaded several resources or shown interest in certain content that your company distributes through your communication channels. In addition, the explicit information they have provided shows that they are more aware of what their problem is. These are leads that are in the consideration phase. They know what they need and are looking for options to satisfy their need.