Take the example we gave above, of an e-commerce site that sells books and electronics. Each lead generated will have its own interest.
Who like books more, for example, there will still be those who like science fiction, horror, romance, comics, technical or history books.
In this scenario, marketing automation helps by identifying and segmenting the leads created into two different filters.
The first is the consumer’s personal taste. The automation software will identify the lead’s personal tastes through their behavior and segment them accordingly.
The second filter is the lead’s participation in your marketing strategy
To do this, the software must take three factors into account:
Purchasing power (B2C companies) / Decision-making power (B2B companies);
Level of engagement cambodia email list with previous company materials;
Positioning within the sales funnel.
Thus, a purchasing department manager of a client company who is already in the Consideration phase, for example, will receive different marketing material than an intern who is still in the Attraction phase, for example.
Lead Nurturing
Did you know that, on average, 79% of all leads generated by companies end up not converting into sales?
The main reason for this statistic is poor lead nurturing in marketing strategies
Lead nurturing is the provision of relevant information to help consumers progress through their purchasing journey.
The more nurtured the lead is, the more likely it is to close a deal. The less nurtured it is, the less likely it is to close a deal.
Therefore, marketing adb directory automation uses the identification and segmentation of leads seen in the previous item to deliver the ideal material they need to each contact.
And this b2b digital b2b marketing and big data technique brings results, did you know? According to a survey by DemandGen , around 67% of marketing professionals in B2B companies noticed a 10% increase in their sales opportunities with well-nurtured leads.