Generating leads is the first piece of the puzzle when optimizing your paid advertising efforts.
Generating quality leads is the second, and most important.
Qualifying leads by moving them down a well structured sales funnel is the final piece to the puzzle.
This is something that isn't related to generating leads, but more so, what you're doing with your leads once they're generated to qualify them even further.
Doing so results in higher conversion rates, shorter sales cycles, and a number of other key benefits for your business.
Automatically qualifying leads with email marketing and engagement scoring involves several strategies that leverage automation tools and data-driven approaches.
Here are some strategies our clients put into practice every day:
1. Lead Scoring
Data doesn't lie: Track and analyze actions your leads are taking such as email opens, link clicks, downloads, and website visits. Assign scores to each action to determine lead interest and engagement.
2. Automated Segmentation
Dynamic Lists: Automatically segment your leads into lists based on their behavior and attributes. For example, create segments for highly engaged leads, new subscribers, and even inactive leads.
Personalized Content: Tailor email content based on the segment, providing relevant information that moves leads through the sales funnel, or even re-engages those older inactive leads.
3. Drip Campaigns
Nurture Sequences: Using automated email sequences that deliver valuable content over time, while adjusting the frequency and content based on lead behavior and engagement.
Triggered Emails: Send emails based on specific actions, such as downloading resources or visiting pricing pages, to keep your leads engaged and moving towards taking some action or converting.
4. Behavioral Triggers
Website Tracking: Use tracking tools to monitor lead activity on your website. Trigger emails based on specific actions, like visiting a product page or abandoning a cart.
Engagement Triggers: Automatically follow up with leads who open emails, click links, or engage with your content to keep the conversation going.
5. Automated Follow-Ups
Sequence Optimization: Use A/B testing to determine the most effective follow-up sequences. Automate the follow-up process to ensure timely and consistent engagement.
Re-engagement Campaigns: Automatically reach out to inactive leads with special offers or content designed to re-engage them.
6. CRM Integration
Data Sync: Ensure your email marketing platform is integrated with your CRM to keep lead data up to date and accessible for your sales team.
By implementing some of these strategies, you can automate the process of qualifying leads while keeping the status of those leads up to date for your sales team.