Ever heard the phrase ‘teamwork makes the dream work?’ It sounds corny, but there’s a kernel of truth to it when it comes to converting leads. You get better results with a complementary pairing of tools and tactics than by putting all your eggs in one basket.
Take automated lead generation and personalised marketing. Both are powerful strategies on their own, but using them together? That’s where businesses can start to build a seriously strong sales funnel.
Using ScoreApp, it’s easy to fully automate the lead generation process while gathering insights at the same time. Those insights then power personalised marketing campaigns to draw leads further in and improve the chances of making a sale.
Better data, stronger engagement, and higher conversion rates. What’s not to love?
How does it work? To answer that, it’s best to look at the individual processes before examining how to best fit them together.
Let’s start with automated lead generation.
Key elements of automated lead generation
Automated lead generation takes the strain of nurturing leads through to conversion. It’s not as simple as pressing a button marked ‘on’ and waiting for the leads to roll in, but a well-planned and optimised automation process is hugely effective.
For a start, automated lead generation is designed to scale. Removing recurring and time-draining tasks from businesses increases efficiency. That means more leads come through, and more leads equals more sales.
That’s the simple overview, anyway. Here’s what really goes into automated lead generation.
Data collection
Data collection is what makes automated lead generation work. Without data, it’s impossible to understand who it is you’re speaking to. It’s even harder to work out how you should be selling to them or nurturing them towards a sale.
You want as much relevant information as possible to increase the accuracy of your automated lead generation process, and a quiz is a great way to get it.
When a potential customer fills out a quiz, form, or survey, you don’t just get their basic details. Instead, carefully curated questions can reveal:
- Pain points
- Future goals
- Business priorities
- Emotional responses
- Values
With that knowledge, it becomes easier to score leads effectively.
Lead scoring
If you’re using automated lead generation, then chances are you know who your ideal client is. Finding them amongst the large number of leads who engage with you is where things can get difficult. That’s where lead scoring comes in.
Scoring lets you immediately assess the quality of leads based on your specific criteria. That way, you can see who needs your nurturing attention (and how much) and which potential leads are so unlikely to lead to a sale that they can be crossed off the list of priorities.
Set pre-qualifying questions to make the distinction between the quality of leads and assign a score. The higher the score, the hotter the lead. The hotter the lead, the less nurturing it will take to get them to convert.
Nestling pre-qualifying questions within a ScoreApp quiz can give you valuable intel about:
- A lead’s budget
- Their experience with similar products or services
- Their understanding of the problems you offer solutions to
- Their readiness to work with you
All the information from pre-qualifying questions feeds into the lead score, helping sales teams focus their attention on those most likely to buy.
CRM integration
With so many cold, warm, and hot leads coming in through lead magnets, you need to store the information properly. A client relationship manager (CRM) will keep track of leads and your interactions with them, even when there’s a high volume to deal with.
With so much data to handle, managing a CRM can be a highly involved task to keep up with. That’s before you factor in running automated lead generation.
And that’s why ScoreApp has been built to integrate with the world’s most-used CRMs, to make it easy to store, manage, and act on lead information without switching between programmes.
Key elements of personalised marketing
Automation can feel cold and impersonal. That’s why businesses should balance out automated lead generation with personalised marketing.
Strong personalised marketing makes leads feel that they’re being spoken to directly, almost individually. That you’ve gone to lengths to understand them and offer a solution to the problems they’re facing.
Here’s what’s behind a good personalised marketing campaign.
Segmentation
Personalised marketing starts with lead segmentation. Think demographics, specific interests, the pages they’ve visited on your site to start with.
You can find out even more about leads from a ScoreApp quiz and pre-qualifying questions, with their answers and lead scores creating even stronger segments. Once you know where leads land, what matters to them, and how likely they are to buy, you can start personalised marketing in earnest.
Customised content
Thanks to well-defined segmentation, you know who your leads are and what they’re about. Now’s the time to get personal.
Creating a distinct email series is a strong start. A good nurturing series will ensure any leads feel seen. That you’ve recognised their issues and can help. They should also be relevant and engaging, naturally.
Switching up the content and frequency to respond to the needs of different groups is the key to good personalisation. And since ScoreApp integrates with your email marketing platform, it’s easy to build campaigns that bring in visible results.
Behavioural triggers
Reacting to a lead’s behaviour is another way of personalising marketing.
Once you can see what topics leads have gravitated towards, you can understand them better. What webinars have they signed up for? What did their quiz answers highlight? What pages did they linger on? With that understanding, you can create follow-up quizzes and surveys on particular topics to yield even more data (should you need it).
Following up with related webinars and offers based on behavioural triggers is an especially useful remarketing tool for converting warm and hot leads who need a final push.
Integrating automated lead gen with personalised marketing
With automated lead generation and personalised marketing demystified, it’s time to put them to work together. Here’s how.
Use interactive tools
This is where ScoreApp quizzes come into their own. By asking particular questions, you can collect detailed lead information. Not only that, but giving leads something interactive to do also increases engagement to build a stronger relationship. You’re giving them something fun and interesting to get stuck into that also has a huge value to your business.
Analyse the data
All that lovely data from the quizzes can be analysed and put to work. With it, you can better understand the preferences, views, and behaviours of each lead. That will come in useful for the next step.
Automate personalised campaigns
Now you know who you’re talking to and what’s important to them, you can roll out your personalised marketing using a CRM and email tool alongside ScoreApp.
Send different email sequences that appeal to specific concerns, or give access to incentives and targeted resources like webinars, and conversions will increase.
Conclusion
Businesses build a sales funnel that is far more effective by combining automated lead generation and personalised marketing.
Gathering key data on leads – to segment and market to them – lets you demonstrate an understanding of why they’re drawn to you. Show them you can solve their problems and watch the conversions from those ideal clients roll in.
ScoreApp brings automated lead generation and personalised marketing tools together for better campaigns. Try it for free today.
