How Automation is Improving B2B Lead Generation

Automation is creeping into just about every industry, but it made its mark in the marketing field years ago. Software programs and online platforms have been helping marketers reach and convert leads for quite some time now, but new developments are making even more improvements in B2B lead generation.

Improved Data Collection

It’s hard to generate leads without data. Thankfully, software can help automate the data collection process, allowing to document all information received through email click-throughs, websites and advertisements.

Some platforms will compile data and help determine which ones are ready for contact.

Other platforms, like Uplead, provide users with rich business contact data. Uplead brings “leads to life” by using social and demographic data to create profiles for leads with social links, photos, bios, and more.

The more detailed the data, the better the platform can connect with leads and tailor a business’ message to their needs. Automation software can help businesses do this quickly and easily.

Better Landing Pages

Landing pages are the pages leads land on when they arrive on a site. Traditionally, landing pages took tens of hours to create between the copy, formatting and presentation.

While it still takes time to create these important pages, automation software can help businesses create and publish highly targeted pages.

If the idea of automated web pages turns businesses away, it’s time for them to rethink their stance. HubSpot even offers landing page templates that allow for personalization and testing.

Improved Drip Email Campaigns

Email marketing is even more effective than social media and should be the heart of any online marketing strategy. Email drip campaigns are designed to nurture leads and guide them further into the sales process.

There are numerous types of drip campaigns, but none of them would be easy to do manually. Campaigns can include:

  • Free offers
  • Event registration
  • Follow ups
  • Affiliate program promotion
  • Invitations
  • Birthdays

Nurturing leads is important, and email drip campaigns can help businesses do just that. But automation software is required for drip campaigns.

More Personalization

Personalization can mean the difference between converting a lead and losing them for good. A survey from Econsultancy found that 74% of marketers believe personalization boosts customer engagement.

Personalized and targeted email messages perform better than generic messages. Customers want to feel important. Using the customer’s name and other personalized data can help boost engagement, foster trust and ultimately boost sales.

Improved Sales Funnels

Using automated software helps marketers quickly identify bottlenecks in the sales funnel and make changes to improve performance.

Most platforms offer automatic reporting that identifies areas of the sales funnel where leads are getting stuck or falling through. With this information, it’s possible to create content that helps break down those sales barriers and smooth out the path to making a purchase.

Continued Growth

It takes time to set up a campaign for lead nurturing, but once everything is up and running, it will continue doing work for businesses.

A well-planned campaign can do the work on its own, allowing marketing and sales teams to focus on other tasks.

Melissa Thompson
Melissa Thompson writes about a wide range of topics, revealing interesting things we didn't know before. She is a freelance USA Today producer, and a Technorati contributor.