The possibilities of marketing automation!

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With the help of these elements mentioned above, you can manage lead generation, lead segmentation and lead nurturing.



1. Lead generation: Generate organic traffic and, with it, new leads on your website with helpful content. You can set up a workflow based on the content you provide. For example, a reader is looking for information about agile project management and finds a detailed blog article on the topic on your website. In the blog article, you have placed a call to action offering an e-book on the topic. The user wants to find out more and clicks on the CTA, after which they are automatically redirected to a landing page. The landing page contains a form in which the reader must enter their contact details to receive the e-book by email. Conversely, you can also link a workflow to specific actions that a user must perform before a process is triggered. This could, for example, be the length of time a user stays on a website before they see a window for signing up for a newsletter. Either way, you get the contact details of the potential customer from the contact form and can (automatically) enter them into your CRM. A new lead is generated. You can find a detailed article on the topic here: 7 measures for lead generation via the website .



2. Lead segmentation: To set up sensible workflows that work effectively and effectively, kenya phone number data the people addressed in that workflow must meet certain criteria. Therefore, it's important to assign leads to specific lists in Customer Relationship Management, or CRM for short, based on specific criteria such as purchasing behavior, demographics, gender, downloaded content, or completed workflows. This information, which you obtain from user behavior on the website, clicked CTAs, or completed forms, gradually gives you a precise picture of your lead, allowing you to send them increasingly specific content. As the information from completed forms or completed workflows increases, you can address your lead in a very targeted manner. More satisfied leads lead to a higher ROI.



For example, you run a car dealership. Your lead is interested in VW buses. Instead of sending them a newsletter about small cars, you would target them in the van, vans, and perhaps even station wagon segments, and automatically inform them with newsletters about this topic.



3. Lead nurturing: If you've acquired a lead who hasn't yet completed a purchase, you can guide them through the marketing funnel using suitable automated workflows. This could be an email campaign, for example. Set a realistic goal for the email campaign workflow and determine the trigger conditions for it. For example, if a reader downloads an e-book from your website, you can automatically send them further email newsletters on this topic (if they have checked the box to agree to receive further marketing information), with a delay of one or two days, for example, and provide them with helpful information until they are ready to complete the purchase. The great thing about marketing automation is that you can address your lead personally in subsequent emails using the information from the submission form when they download the e-book. For more information on lead nurturing, read the article Lead Nurturing: B2B Marketing with X-Ray Vision .