2 Steps to Convert Your Leads into Customers with Triggers and Marketing Automation

[tonmoypramanik]

The Internet and social networks allow buyers to be completely independent in their purchasing decisions . They have all the information they need to make a relevant decision at their fingertips: information on your offers, on your competitors and on your market in general.

In this situation, you need to implement an effective Inbound Marketing strategy to attract the buyer to your website during their consideration period and convert them into a lead.

Then, depending on their maturity, you transmit these leads generated from your website to salespeople so that they can convert them into customers. But here's the thing, not all the leads you generate are ready to become customers at the same time .

With Marketing Automation, you have the ability to identify the most mature leads and provide feedback to others, all in an automated manner, to optimize your conversion rate.

How to convert your leads into customers faster and more often with Marketing oman email list Automation? Here are the 2 steps to follow!

1. Measure the qualification level and maturity of your leads
Marketing Automation allows you to automatically measure the qualification level and maturity of your leads thanks to its Lead Scoring functionality.

Concretely, based on demographic and behavioral information, Lead Scoring automatically assigns a score to your leads, generally out of 100. The higher the score, the more qualified and mature your lead is.

To effectively use the Marketing Automation tool and the Lead Scoring functionality, you must first define the typical profile of your ideal prospect – the Persona – by listing all the criteria that characterize a qualified and mature lead and the naturally discriminating characteristics (which ultimately characterize a “bad lead”).

This Persona work must be carried out by the Marketing department and the sales department .

Once your Lead Scoring is configured, you will be able to automatically determine what actions should be taken for each of your leads .

the lead management matrix to convert

As you can see in this Lead Management Matrix that we use for our clients, some leads are to be contacted immediately by the sales department while others require a little more work by the Marketing department.

In concrete terms, Marketing takes care of the “Dig” and “Feed” boxes of the matrix while the sales department deals with the “Contact” box as a priority. As for the “Flee” box, it speaks for itself!

2. Send the right message to the right person at the right time
The buyer follows a 3-step purchasing journey:

buyer journey: how to attract customers with inbound marketing

Depending on their position in this purchasing journey, their content needs vary: they do not ask themselves the same questions in the Awareness phase as in the Consideration or Decision phase.

Let's be clear, if you are an innovative company, the vast majority of your leads will not be mature. A Hubspot study specifies that 73% of leads generated in B2B are not ready to purchase .

To convert your leads into customers, you will therefore very often have to “work” them by sending them quality information to help them mature their thinking.

Marketing Automation allows you to automatically feed your leads' thinking and to be alerted when they have reached maturity . The best practices aim to do this based on the behavior of your leads.

To do this, Marketing and Sales must align and think together about Trigger Events.

The Trigger Event is a “triggering” behavior : commonly, if a lead performs a certain action, he will automatically receive a certain email.

For example, when a Lead for whom you have measured a high level of qualification but low maturity returns to your site and consults the products and services page, it may be interesting to automatically send them an email offering them an appointment with one of your sales representatives.

Better yet, you can even set up an automatic alert so that an email informs the salesperson in charge of this lead that they are visiting the pricing page and that it is therefore relevant to call them immediately.