Did you know that a sales team can waste up to 70% of their time contacting people who aren’t ready to buy? Marketing automation can significantly reduce the time your business spends contacting unqualified prospects so you can spend more time contacting those who are ‘sales ready’. Businesses that employ marketing automation increase their qualified leads by 451% and revenues by 417% (Focus.com).
How does marketing automation work for energy service providers (ESPs)?
Marketing automation is a lead generation technology that detects, scores, and ultimately, generates a steady stream of qualified leads for your sales team. These are the steps to make marketing automation work for your company:
Obtaining contacts: First, collect your web site visitors’ contact information by having them fill out an online form in return for valuable content. For example, visitors could fill out a request a quote form, gain access to your business’ case studies, or sign up for your company’s mailing list. This will also give you the information needed to track and contact this lead in the future.
Lead scoring: Marketing automation platforms like ActiveConversion rank your most qualified leads based on their online behaviors. This allows you to prioritize your leads so that you only contact those who are the most qualified.
Handoff to sales: Once leads are qualified, your marketing automation platform notifies your sales team with detailed intelligence. This automated analysis will send the most qualified leads, their contact information, and their needs for your sales team to follow-up on, at the right time!
Measuring your performance: Unlike traditional marketing, marketing automation allows you to track your online marketing performance to determine what marketing strategies are working for you. This is done by calculating ROI for any online marketing campaigns such as banner ad, email, Google AdWords, and social media campaigns.
Upcoming post: LinkedIn Marketing. 65% of business users have acquired a customer through LinkedIn. We’ll discuss how oil and gas service providers can use LinkedIn for lead generation in the next post.
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