Acquire: leverage marketing assets to capture new prospects
Score: measure lead engagement with scoring to help prioritize outreach
Empower: give your sales team complete visibility into the buyer’s journey and ability to influence it
Optimize your lead management process across marketing and sales functions
One of the primary benefits of marketing automation is that you can unify and streamline your lead management process across both marketing and sales organizations. You can accomplish this in several ways:
Leverage assets and website tracking to feed the funnel with new prospects. As prospects are acquired, you can track their engagement and assign them a corresponding lead score. This information can also be used to put them in a nurture program designed around their identified interests, buyer persona or specific behaviors.
Gauge each lead’s readiness to buy based on their lead score. Once a lead reaches a predefined threshold, it’s automatically routed to the right salesperson inside the CRM. This helps prioritize sales outreach around more mature leads.
Empower sales with both lead intelligence and the ability to take action with that intelligence. As hot leads are pushed to them inside the CRM, so is each lead’s digital journey. Every email they’ve opened, link they’ve clicked, webpage they’ve visited and so on is captured inside the contact card. Your sales team will be able to quickly asses each contact’s interests and customize their conversations around them.
If, during sales outreach, the salesperson identifies that the lead isn’t ready to buy yet, sales will have the ability to directly influence their journey from there on. They can push those leads back to marketing for further nurture, even adding them to specific campaigns, all from inside the CRM. This give and take unifies marketing and sales around common workflows and data, creating a significantly better experience for your buyers. It also offers a unified voice across your entire sales and marketing organization.
Unify workflow between marketing and sales
Streamline lead management with lead scoring and actionable lead intelligence
Prioritize sales outreach based on lead scores or behaviors
Segment your prospect database based on interests, buyer personas and behaviors
Create real-time automated alerts for your sales team when people engage with content, campaigns or specific web pages
Give sales full visibility into each lead’s digital engagement
Provide sales the ability to add or remove prospects from campaigns from inside the CRM