7 ways to use marketing automation to generate leads

Two salespeople with a laptop in an office building

Marketing automation is your gateway to effectively managing marketing campaigns without endless manual work and updates. However, it's not just about streamlining operations. According to Invespcro:

  • Marketing automation drives a 14.5% increase in sales.
  • 91% of marketing automation users confirm it is important for the overall success of the marketing campaigns.
  • 4 in 5 marketing automation software users were able to increase leads.

Although investing in marketing automation software allows companies to generate more leads, 25% still do not automate marketing tasks, according to Social Media Today's 2019 report.

If you want to dive into marketing automation but aren't sure where to start, let’s explore seven of the best ways to use marketing automation to generate leads.

How to use marketing automation for lead gen


1. Create effective landing pages

Landing pages aren't just crucial for digital marketing campaigns, they're also an important part of marketing automation. With a great landing page, you can:

  • Segment your audience and show a targeted version to each visitor.
  • Direct qualified leads who complete your landing page forms to your sales team.
  • Analyze the audiences that visit your website and use this data to influence future campaigns.

Marketing automation tools like Unbounce and HubSpot allow you to create custom contact forms for every landing page or create campaign-specific contact forms. This is one of the most effective ways to optimize conversion rate and overall leads.


2. Sync contact data for better personalization

Successful marketing automation enables you to use the data at your fingertips to deliver customer experiences at the right time, without having to lift a finger. You can compile and leverage all of your marketing data by syncing the contact data in your apps two ways.

For instance, if you’re using HubSpot for your marketing automation but collecting email addresses in Outlook, you need the latest contact data in each app so your automated workflows can keep up.

You can sync your HubSpot and Outlook contact databases with PieSync so that as data changes in one app, it's automatically reflected instantly in the other.

Here's what setting up the sync looks like, with some customization based on Outlook categories and HubSpot owners:

Syncing HubSpot and Outlook databases with PieSync


3. Send drip emails

An email drip campaign is a series of automatic messages that are sent on a schedule to deliver certain information. When done well, it's a fantastic way to nurture early-stage leads and increase sales-qualified leads.

To optimize drip emails, pay attention to:

  • Relevance. Successful email drip campaigns deliver emails with timely information that is relevant and valuable to your audience. You can get this right with audience segmentation.
  • Design. To avoid your drip emails ending up in the trash bin, create a well-designed, engaging and relevant message.
  • Tools. Top-performing drip emails require good marketing automation tools. Apps like Customer.io and Mailchimp perform audience segmentation and determine the right time that messages should be sent.

Also don't forget about testing. Over time, you can optimize your conversion rate by making both small and larger tweaks to content, design, segmentation, subject lines, and more.


4. Use a chatbot to collect leads while you sleep

A chatbot has become essential in a world of marketing where conversational marketing rules.

Intercom has found that 74% of consumers expect a chatbot to be available to provide website assistance. Not only do they take a lot of work off your customer support’s shoulders, but they also help you to redirect potential buyers to corresponding landing pages and sales information.


5. Use A/B testing to maximize results

Also known as split testing, A/B testing allows you to split your audience and test several variations of a campaign and determine which one performs best.

This allows you to calculate:

  • Bounce rates
  • Time spent on page
  • Which page version generated more sales

Many A/B testing tools enable easy automation of this process, such as VWO and Omiconvert.


6. Nurture leads to customers

To benefit from marketing automation, you need to do more than just generate leads – you also need to know how to nurture them.

Conditioning and nurturing leads is probably the most beneficial feature of marketing automation. It can:

  • Warm up your leads with information to keep them thinking about your company and your products.
  • Nurture leads with upsell opportunities by sending the right message at the right time.
  • Increase visitor engagement and customer retention rates.

Marketing automation also helps to re-engage passive customers with timely information that's super personalized.


7. Move leads through the funnel

The whole process of buying and selling can give marketers a headache – there are just so many things to consider. A typical lead goes through several stages:

  1. Subscriber
  2. Lead
  3. Marketing-qualified lead
  4. Sales-qualified lead
  5. Customer

To interact with a lead during each stage of the funnel, you need marketing automation. Today, marketing automation tools make it easy to learn which stage of the funnel a lead is in and trigger the right actions and content to move them to the next stage.

From streamlining your sales funnel to increasing personalization and engagement, marketing automation is a key part of optimizing lead generation and converting those leads to customers.

To get the best results, choose a strong marketing automation tool, use A/B testing for continual optimization, segment your contacts, and sync contact data across your apps.

About Vlad Matveeff

Vlad Matveeff is a marketing specialist from New York. He enjoys reading and writing on different aspects of entrepreneurship, most of all finance and marketing. If you want to read more of his work, you can find it at Essay Writing Service, academic writing website.