Blog Insight

Capture and Keep More B2B Leads Automagically

It’s a tough day in the executive chair. Data on your latest marketing campaign is late and incomplete. But you can see that leads are down and some are even getting plucked right from the top of your sales funnel by your competitor. And there’s nobody to yell at because your sales and marketing teams all seem to be out of town. What’s a CMO to do?

It could be that some of your competitors are leveraging the full capabilities of marketing automation tools to distribute relevant content, generate leads, and steal sales. Marketing automation platforms such as HubSpot, Marketo, Acton, or LeadSquared replace manual processes and man-hours for automated platforms that run campaigns more effectively through multiple channels. Adoption is growing fast among B2B companies, growing by a factor of 11 in the last five years.

With the right marketing automation platform in place, follow these five steps to fill your pipeline.

Step 1: Leverage Multiple Contacts

Since many sales decisions are made by consensus, it’s helpful to have a central decision maker with a backup of additional contacts that express interest. According to the corporate insight and technology company CEB, it takes a group of up to 5.4 people to gain consensus on a buying decision.

A custom-fit marketing automation platform coupled with your seasoned sales strategy will help you see who is weighing in on a buying decision.

Step 2: Throttle up Your Engine

Your competitors aren’t turning on the marketing automation switch to find that it runs itself, and neither should you. Get under the hood to see how you can maximize its potential. Chances are you’re only using a fraction of its capabilities, and the true value has not been placed on untapped cross-team workflows. In addition, leveraging the right data can influence your next campaign that projects your message to an eager audience.

Step 3: Cut the Fluff

I’ve found that the best work gets attention in under five seconds or two swipes on a mobile device. So cut the fluff. Tailored messaging that leverages data insights will match content to your target audience and also help you generate more leads.

Step 4: Tear down the Walls

Sales and marketing teams are often saddled with differing (if not conflicting) agendas and goals. Use your marketing automation platform to create better understanding between departments by sharing agendas and goals and then by aligning what items are common to each. Configure the platform to deliver the same data to both teams so they can both react quickly and in unison.

Step 5: Be Sales Responsive

Rapid engagement is key when prospects are in research mode. Engage while solution research is still underway. Set up automated notifications that notify the sales team of prospect activity on their mobile devices. Your team will have the insights they need, a clear path to engagement, and can formulate a prescriptive sales strategy to develop a more productive relationship.

Don’t lose your leads to competitors. With a marketing automation platform you can connect with high-quality leads and leverage more effective workflows so your sales team can do what they do best: Sell. Yes, you can have it all. And keep it.