A quick explanation of why marketing automation is so powerful.

1. Why Marketing Automation?
Five Common Problems
Marketing Automation Solves
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Malcolm Friedberg | 650.561.3435
malcolm@leadtargets.com

2. Malcolm Friedberg | 650.561.3435 | malcolm@leadtargets.com
Five reasons why you have to Automate.
Solution - Lead Scoring
1. Unqualified leads cost your company money
Lead Scoring automatically ranks the quality of your pros-
Most B2B marketing organizations generate thousands
pects, and it improves sales efficiency by allowing your
of leads for their sales team. With no automated system
sales team to focus on leads that are more likely to buy.
in place, you are probably sending over volumes of un-
What’s the impact? The average increase in year-over-
qualified leads and asking sales to manually qualify each
year annual revenue of 180 enterprise companies was
and every one.
49% (Aberdeen Group).
Solution - Lead Nurturing
2. Most of your “unqualified” leads buy anyway
Sometimes prospects take their time learning about your
Would it alarm you to know that 14 out of 20 leads are
solution. A multi-touch nurturing program enables you to
“unqualified”―as determined by you and your sales
convey bite-sized nuggets of information and remain top
team? But here’s the bad news ... 12 of those so-called
of mind. While they’re getting educated, you’re collect-
unqualified leads end up buying from you or your com-
ing data and observing their behavior, giving you critical
petitor within two years (Sirius Decisions).
insight into which ones are truly qualified.
Solution - Create a Lead Management Solution
3. Out of 100 leads, most marketers only follow up on 20
Marketing automation allows you to create programs that do
Web traffic, trade shows, inbound calls, online ads, print
the work for you. Build segmented campaigns to automati-
and radio … without automation it’s simply impossible
cally touch every lead in your funnel with the right message.
to follow-up on a large volume of leads. And when you
And set up trigger-based responses that nurture prospects
muster the resources and execute for one campaign, the
each time they engage you. Without an automated solution,
next one is days away.
you’ll never reach the other 80% of your leads.
Solution - Sales Alerts, Personalized Emails & Custom Pages
4. Don’t miss the people knocking on your front door
Instantly generate an email and create a CRM task to
If you don’t have a clear-cut process to immediately
alert your sales rep that a prospect is ready to talk. At the
capitalize on your most interested prospects, you’re
same time, send a personalized email notifying the pros-
missing golden opportunities. How quickly should you
pect that they are about to receive a callback―the email
respond? The odds of reaching a prospect that checks
can even come from a specific rep based on geo, prod-
“contact me” drop by 100 times in the first 30 minutes
uct, or other criteria. Drive the prospect to a landing page
(InsideSales.com).
tailored to their interest while they wait for your sales call.
Solution - Personalize your communications
5. Generic marketing looks a lot like spam
Show your prospects that you know something about
Most email marketing comes from “Marketing,” and the
them by personalizing your communications. Dynamically
messaging is often so high level that it fails to address
create email content that is relevant to each prospect‘s
the specific needs of your distinct customer segments.
interest without having to manually import from one list
And the more generic, the less likely that it will make an
to another. Use forms to capture additional qualification
impact.
information and route those prospects to nurturing cam-
paigns that match their needs.