Your business development teams are working hard to deliver messages that resonate with a specific persona or set of personas within a given market. To do this requires significant focus and personalized attention. Without personalized, automated marketing assistance, it’s impossible to scale your growth and important messages may be missed
Let’s look at four ways marketing automation assists in the business development process:
- Resource download follow-up
- Lead routing
- On-demand webinars
- Lead scoring
Resource download follow-up
When a specific resource is downloaded from your website, specific actions can be programmed to occur. For instance, if a document about funding for K-12 school security is downloaded, we can assume that the person downloading the document is concerned with obtaining funding for security.
As a result, we may want to send an automated email to that person about funding or have the website show them the next step for funding their project. The alternative is to send a generic message or send them to an unrelated website page, both of which would be counter-productive, causing the hot lead to lose steam.
Lead routing
Continuing with the example above, what do we do with the lead next? Perhaps your team has a K-12 specialist on the business development team. That person can be handed the new lead that just downloaded the funding resource for K-12 entities. Now, the lead rests with a topic-specific expert.
This will likely result in immediately valuable conversations for the prospect. And this can be done in an automated fashion by programming your marketing platform to route K-12 leads to the assigned team member.
On-demand webinars
Still using the example above, perhaps the automated follow-up email can contain a link to an online seminar specifically related to K-12 security funding. Why not include the link to that webinar to provide additional, immediate value to the prospect.
Plus, if you see in your marketing platform that a person not only downloaded a document, but also watched a webinar, the new lead owner will have a good idea that this is more than a warm lead.
That lead owner will also know exactly what information has already been consumed by the prospect to immediately continue the information delivery process where it left off.
Lead scoring
As mentioned above, knowing exactly which and how much content is downloaded can help determine the interest level of the prospect.
With marketing automation tools (like HubSpot) you can create custom score properties for your contacts based on the actions they take on your website and instantly send an email to your salespeople when they hit a specific number.
Lead scoring helps your sales team or lead-owners determine how and when to engage the prospect saving time and ensuring you don't miss opportunities.
Automation for Success
Creating and promoting content that resonates with clients and prospects is critical, and delivering applicable, valuable follow-up content can mean the difference between cultivating or losing a valuable lead. Every persona in every unique vertical market may require specific follow-up content.
The Vector Firm team has years of systems sales and marketing experience and can provide fresh ideas on which messages and content will be desired by specific prospects. We are here to help create and support your automated content delivery program.
Contact us today to discuss your sales initiatives and content marketing needs.
