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Ian Dyer
By: Ian Dyer – Bayshore Solutions Vice President
If you are responsible for lead management including the delivery of quantity and quality leads to your business, then you are familiar with the ageless disagreement between marketing and sales on lead quality. Given this, A key way for marketers to improve their effectiveness is through lead nurturing campaigns.
This means taking great care to educate and stimulate leads that have entered the top of the funnel to a defined point of “sales readiness”. An often overlooked segment of this audience includes current customers. Marketers that are effective at implementing lead nurturing will begin to leverage marketing automation tools (such as Marketo, Pardot, Eloqua, MakesBridge, etc.) to take their programs to the next level.
With the ability to score leads, create buyer profiles, define lifecycle stages, and deliver relevant content at the right time, these tools allow marketers to empathize with the buyer’s journey. Through automated technological processes these next-level tools will enhance the effectiveness of your lead nurturing campaigns.
This being said, these tools are secondary to an effective digital marketing presence. Without first demonstrating a solid digital strategy your efforts to automate will be wasted. This begins with an effective website that aligns the story of your company with your unique value proposition targeted to your customer audience.
Today’s audiences are seeking immersive experiences that are highly visual, social, current and just plain enjoyable. Ask yourself:
- What absorbs your attention?
- What in a day holds your attention longer than most?
- What questions can you answer for your target audience that they might not have considered?
It is essential to Design your core web presence from the blueprint of digital strategy keyed to thorough knowledge of your audiences. Building with device inter operability, a flair for the visual, and web best practices such as clear calls to actions, will provide the results-provoking experience that support a healthy marketing automation lead nurturing program. When this is done correctly, you will have yourself a win and many more wins to come!
Bayshore Solutions will develop your digital brand story into series of experiences as seen through your customer audience on your website. Your website and digital campaigns will seek to distinguish you from the competition, present your brand in the proper offsite digital channels, and streamline your marketing programs through structured lead management strategies. With accomplishment will come growth; and with growth… effective automation through technology.
To learn more about how can help you successfully prepare for and execute effective marketing automation, contact Bayshore Solutions today – we help our clients sell more!
Ian Dyer is a Vice President at Bayshore Solutions—a Web Design, Web Development, and Digital Marketing Company.
