Why automate lead generation?
All this talk about automated lead generation has been circling meeting rooms for millennia now. So, one wonders why most marketing campaign conversations don’t include turn key automation. Perhaps it’s just us wondering what the hang up is with programatic lead gen execution. Then again, the topic sprouts up like an internal marketing weed with nearly every company we’ve worked with.
Let us bore you to tears with a summary of automated lead generation campaigns.
For starters, let us briefly bore you to tears with a simple summary of automated lead generation campaigns.
A business leverages customer data insights to build personas.
Appropriate marketing collateral is designed to engage these personas.
Subject matter experts collaborate on the campaign’s workflows.
Collateral is scheduled to post on specific marketing channels.
Ads are scheduled with dynamic collateral for specific personas.
Follow up email templates might also coincide with inbound campaigns.
Campaigns go live and interested prospects are nudged to a landing page.
Landing pages offer a value proposition in return for lead contact details.
Incoming lead form details fire up a planned out lead generation workflow.
Workflows route the contact info to the marketing group, sales team & others.
Dynamic Dashboards are in place to track real time results for the campaign.
The VP of Marketing enjoys free time on the driving range or whatever.
If all goes well with the process above, the VP of Marketing enjoys free time to work on their golf game or whatever. Of course, should something go wrong, a workflow might be set up to alert the VP’s Bat phone. Naturally, one would never want to interrupt the leisure of a VP. However, the debate between “bugs” and “features” remains strong amongst automation rascals.
Okay, wake up the marketing director next to you.
Okay, wake up the self important majestic marketing director next to you. Relax, we’re kidding. But, that should cover the lead gen recap. Consequently, many businesses do not have an internal marketing team. Therefore, we hope this list provided them with a basic understanding of automated marketing campaigns. Certainly, it’s not meant to be an exhaustive list. In addition, there are also frequently campaign specific variables that need to be considered.
In short, lead generation is a process that begins by understanding your clients. Use that insight to generate new prospects by sharing valuable content through various channels. In the end, this should begin a brand new, mutually beneficial business relationship.
Wait, was that a mouthful?
Apologies, that was a mouthful. To clarify, lead gen is used by companies to make meaningful contact with potential customers. Above all, automating lead generation should free up time for the finer things in life. Yes, you could focus on other aspects of your business. Likewise you might end up with valuable quality time to spend with family. Basically, you could pursue whatever happiness you aspire to. Congrats!
The VP of Marketing enjoys free time to work on their golf game or whatever. Of course, something might alert their Bat phone.