How to Get Better Quality Leads and Increase Revenue with Marketing Automation

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

Marketing automation is a crucial element of most marketers’ overall strategies. It streamlines lead generation, automates lead nurturing, improves personalization, accelerates sales, and replaces guesswork with analytics.

“Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost.” — Forrester Research

Addressing Business Needs

As more businesses embrace marketing automation, vendors are responding with new and improved capabilities to provide desired results at reasonable costs. A good marketing automation system should include these features:

1. Scoring and Tagging

Scoring and tagging will help increase your knowledge of your prospects and customers, as it analyzes their preferences and activities. It’s a great way to create a more comprehensive customer profile and a perfect automation workflow. It’s best if marketing and sales establish scores and tags together to determine marketing qualified leads, sales qualified leads, and how and when to hand off leads to sales.

2. Tracking Website Traffic

Tracking website traffic increases your prospect and customer conversion and engagement. It allows you to understand the interests and behaviors of your subscribers in terms of what pages they visited and what actions they took. You’ll then be able to evaluate your website pages with the highest traffic and assign tags or scores to each visit. This is easily accomplished by adding a tracking code, provided by your Marketing Automation platform, to your website pages.

3. Creating Campaigns

You can design custom landing pages and emails that can be personalized and sent in automated campaigns at set intervals or triggered by a visitor behavior to capture and nurture leads, and/or encourage a transaction.

To get a jump start, create an onboarding program, engagement program, and retention program. To see examples, check out these articles:

“B2B marketers who have successfully deployed lead nurturing programs average a 20% increase in sales opportunities from nurtured leads versus non-nurtured leads.” — DemandGen

Aligning customer marketing and Marketing Automation strategies can be challenging and time consuming. The right Marketing Automation platform and experienced external resource will streamline and simplify the process, ensuring that your Marketing Automation strategy is on-point, on-budget, implemented properly and optimized for success.

To learn how to best use Marketing Automation to increase ROI, check out this article.

As a recognized Marketing Automation leader for the past decade, we work with firms to help them utilize their marketing technology to increase revenue. To see how we can help you, schedule a no-obligation call or email Lori Berson at

BersonDeanStevens has been a recognized brand strategy and marketing leader for over 25 years, including over a decade in Marketing Automation. We work in partnership with you to differentiate your brand and achieve your business goals. Client list.

Optimize Leads with Marketing Automation [Survey]

Optimize Leads with Marketing Automation [Survey]

Lead Nurturing and the benefits of Marketing Automation

B2B marketers have found lead nurturing programs, created and managed through marketing automation tools, can generate greater volumes of leads. The benefits include an increase in the volume of warm leads, better prospect segmentation and improved targeting efforts to reach them.

Marketing automation tools are beneficial, but prior to implementing any lead nurturing program it’s important to:

  • Cleanse your data.
  • Align your marketing and sales teams.
  • Develop your marketing strategy.
  • Create the right content for each stage of your marketing funnel.

Benefits of Lead Nurturing Programs
Primary Benefit Generated by Lead Nurturing Programs According to B2B Marketers Worldwide, July 2016 (% of respondents)

A July 2016 survey of B2B marketers, conducted by Pardot and emedia, shows more than a third (36%) emphasized the programs are helpful simply because they generate a greater volume of leads. Another 26% mentioned the ability of lead nurturing programs to segment prospects based on their interests and behaviors, while 26% also noted the programs’ ability to improve targeting and segmentation.

Most Significant Goals vs. Barriers to Lead Generation Success According to Senior B2B* Marketers Worldwide, Aug 2016 (% of respondents)

The ability of lead generation programs to simultaneously maximize the volume of new potential customers while still maintaining high levels of quality is critical for B2B marketers. An Ascend2 August 2016 survey of B2B marketer goals found that improving the quality of leads and acquiring new customers were the most significant goals.

As more B2B marketers rely on lead generation programs to generate business, many are also experimenting with content marketing strategies to help find new business. According to an Ascend2 study in June 2016, content marketing is as another key lead generation tool for B2B marketers.

Are your lead generation programs increasing sales?
Contact Lori at 877.447.0134 or to learn how.

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

Marketing Automation Growth Opportunities

Lead Conversions
Few businesses are maximizing marketing automation opportunities.

Marketing automation will only get bigger in the coming years as marketers grow more comfortable with the technology. The adoption and usage has a way to go. A December 2014 study by Ascend2, indicates 24% of marketing professionals worldwide reported using marketing automation extensively. 35% had a limited use of marketing automation and 34% who weren’t using it said they planned to in the future.

December 2014 polling by CallidusCloud found bleak results among sales and marketing professionals worldwide from business-to-business (B2B) firms—often considered more advanced at marketing automation than their business-to-consumer counterparts. Just under 13% of respondents said they had successfully automated 75% or more of their sales and marketing processes. Meanwhile, more than half said fewer than 50% of their processes had been automated, with the majority of that group automating less than 25%.

Marketers looking to accomplish a list of goals would be wise to jump into automation quickly. Among Ascend2 respondents, 86% said marketing automation was successful to some level at achieving important objectives. However, just 25% ranked this as “very” successful, suggesting room for improvement among users.

Increasing sales revenues and lead generation were the most important objectives of a marketing automation strategy, each cited by 47%, followed by improving lead nurturing (44%), customer engagement (37%) and marketing productivity (33%). Though personalization is hot, just 25% ranked improving campaign targeting as an important objective.

Despite the powerful effect of sharing data companywide and the ability for marketing automation technology to help with that, only one-fifth of respondents said improving marketing-sales alignment was a top priority for marketing automation. Technology solutions were fragmented across B2B sales and marketing departments. About three in 10 (31.4%) respondents said both departments had automation technology solutions, and among marketers only, just 28.6% said so.

Are you using marketing automation to nurture and convert leads?
To lean how, call Lori today at 877.447.0134.

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

Content Marketing – The Most Effective Inbound Tactic

Content creation
Marketers are looking to inbound marketing to increase conversion rates, improve lead quality and quantity, and increase sales revenue, finds Ascend2 in its latest report conducted with its Research Partners. With the vast majority of respondents (primarily B2B marketers) rating their inbound programs as successful, marketing content creation emerges as their most effective tactic. Indeed, asked which inbound tactics are most effective, 59% of respondents cited marketing content creation, with search engine optimization (54%), a related tactic, close behind. (Previous research from Ascend2 has found content to be a central component of B2B marketers’ search marketing efforts.)

Inbound marketing tacticsWhen it came time to consider the most difficult tactics to execute, respondents to the Ascend2 survey were again most likely to identify content creation (54%), this time considerably further ahead than others such as inbound tactic integration (39%) and SEO (30%). While integration is a challenge for respondents, 9 in 10 integrate inbound tactics such as social, SEO, and content marketing to a limited (65%) or extensive (25%) extent.

As for inbound’s most challenging obstacles? Difficult-to-execute tactics fall behind strategic concerns, as the lack of an effective strategy is the most commonly cited obstacle (46%), ahead of lack of content creation (41%), inadequate budgets (33%) and lack of tactical integration (32%). An inability to prove ROI, for once, is not a primary obstacle.

Other study results:

  • Only 42% of respondents use in-house resources only when performing inbound marketing campaigns; and
  • Roughly 7 in 10 make limited (53%) or extensive (16%) use of marketing automation to manage their inbound marketing.

About the Data: Ascend2 and its Research Partners fielded the Inbound Marketing Survey and completed interviews with 270 marketing, sales and business professionals from around the world. A majority 63% come from companies with less than 50 employees, and 72% hail from companies in North America. Three-quarters are B2B-focused.

Take your content marketing to the next level. Call 877.447.0134 today.

How to Get Better Quality Leads and Increase Revenue with Marketing Automation

8 Benefits of Social Media Marketing For B2B

Social Media
As more businesses launch successful social media campaigns, it’s becoming clear that opting out of the social revolution can put companies at a competitive disadvantage. Social media offers the immediacy and interactivity consumers want and anticipate.  It can intensify customer engagement, drive quality leads and produce higher ROI.

Brands understand just how essential and effective social media marketing can be. Procter & Gamble, for instance, is now spending more than a third of their $9.5 billion marketing budget on digital initiatives in this year alone.

Business Decision-Makers Use Social Networks

Even top business leaders socialize with family and friends online in their free time. Just as someone else might check out the Facebook page of a favorite band or clothing line, executives are likely to check out companies they might do business with. Rigid demographics no longer apply to social media platforms; people of all ages are on social media and they are using it for business, socializing, shopping, research and more. Furthermore, social marketing can provide unique benefits like real-time interest and attribute data that can be a game-changer for B2B strategies.

Forward-thinking B2B brands like IBM, Cisco and Intel have harnessed the power of social media marketing through intelligent strategies and powerful campaigns. They understand what many B2B marketers do not — that in an increasingly digital world, companies who sidestep the social revolution are positioning their brands for failure.

Here are the eight benefits social media marketing can deliver for your B2B business.

1. Thought leadership. Social media is often your first chance to make an impression on leads. Offering content like webinars and articles from your company’s subject matter experts can convey your credibility and expertise, as well as overcome typical buyer objections. The resulting feedback can provide valuable product insight as well.

2. Engagement. People still like to do business with people they know. Posting video demonstrations, company news and customer stories can build a sense of trust and drive greater interest and attribute data on an opt-in basis.

3. Leads and traffic.  Implementing a strategy of persistent marketing and high-quality content is the key to both fostering credibility and attracting high-quality leads. Because the data and feedback are real-time, the insights are that much more valuable. Also important: the B2B sales cycle is typically longer and more complex than the B2C, meaning that a compelling and consistent content strategy will drive traffic and leads that eventually convert.

4. Cost savings. With the right tools, you can launch, measure and modify your social marketing campaigns immediately, eliminating months of slow and expensive production. Instead of waiting through a traditional marketing cycle to see and analyze results, you can get real-time feedback and quickly adjust multiple campaigns to make the highest impact possible.

5. Campaign reach. Extending seamless campaigns across all three delivery paths (web, mobile, and social) creates a unified and pervasive brand presence that ensures you reach the right audience at the right time while reaching an overall greater number of leads.

6. Interest and attribute data. Social media provides a treasure chest of data that gives insight into buyer dynamics and motivations. Analytic tools and interest and attribute data can help you identify specific buyer communities, and then refine and tailor your content to launch resonant, high-performing campaigns.

7. Network. Building a diverse network of online industry contacts can lead to your next great employee or vendor or even a great referral.

8. Relevance. As more B2B companies create engaging social presences, a failure to participate can make your company look like it’s behind the times. Both companies and consumers often measure brand profiles in part by their digital visibility; brands who lack a strong social presence risk looking irrelevant and out of touch.

Social media marketing is a golden opportunity for B2B. From fostering new business relationships to acquiring customer insights, the benefits are numerous. Smart B2B companies will build strategic digital initiatives and join the conversation.-MarketingLand

Take your social media marketing to the next level. Call Lori at 877.447.0134.