The Need for Marketing Automation in Lead Generation
Today, there is a huge increase in the number of channels marketing uses for creating brand awareness
and for generating leads. Despite this, there is a visible shortfall in the number of quality leads generated
by the marketing team. A difference in perceptions is where the divide between Sales and Marketing
starts.B2B companies are losing huge amounts of money because of the Sales-Marketing disconnect in
The Sales and Marketing disconnect largely reduces the effectiveness of the marketing campaigns and
the efficiency of Sales’ efforts to pursue and close deals. Marketing automation can empower marketers
with the required lead intelligence while marketing content can instil the ‘trust’ factor with the marketed
In B2B marketing, the lead generation process plays a crucial role. It is a phase where B2B marketers
actively identify buyers who are interested in their offerings and aim to procure the prospective customer’s
contact information.To differentiate a prospect from a website visitor is quite challenging because the
marketer is not aware of the intent of his visit. The possibility that a visitor is a prospect depends on the
source from where he has reached the corporate website.
Marketing Automation makes lead generation and lead management a real-time collaborative process.
The communication process is two-way, where Sales provides input to help Marketing optimize its
campaigns and, Marketing runs targeted campaigns to drive quality leads.
Marketing automation software platforms provide a solution for resolving the sales and marketing split
and keeps both happy by ensuring a sales funnel full with qualified leads. Used optimally, marketing
automation can actually deliver extraordinary results in a short time-frame.
It significantly shortens the time between lead generation and lead closure because it recognizes the
buying process as a group activity and hence takes into account all activities by an enterprise at different
times before qualifying them as a ‘sales ready lead’.
Some of the other benefits for B2B marketers are listed below.
● Sales teams can be empowered with ample prospect information that can help them to focus on
lead nurturing programs, and hence, bring down the overall sales cycle.
● Marketing outreach programs can be improved by using effective social collaboration techniques.
● Webpage optimization groups can easily find ways to increase website traffic and refine webpage
Above all, sales teams can assess whether the prospect can be converted into a business opportunity
based on the interest areas on the website and the buying power of the prospect. And, this information
becomes important for Sales to carry on with lead nurturing programs as well.
Read on - Marketing automation, lead management software