Marketing Automation Lead Generation and Management

Marketing automation lead management can give your business the ability to produce sales lead generation results without the usual time investment experienced with traditional outreach and sales. The process of automated lead management works by using technology, machine learning, and AI to automate aspects of lead generation automation and lead nurturing. Marketing automation gives you and your team the ability to get the same results from lead generation efforts without investing significant time and energy.

With marketing automation platforms transforming how marketers and small businesses structure their workflows, there has been a sensible aim to help them market more effectively while saving them time.

What is Automation Lead Generation Management?

Automation lead generation management is the means of using digital tracking and scoring leads, viewing communication history, creating segmented lists, and streamlining outreach to improve customer engagement. Having one source of record allows you to stop juggling your lead tracking across multiple tools for automated lead management. This way no time is wasted, and all of your lead touchpoints are located in a single system to close more deals.

At its core, marketing automation lead management is all about generating leads and nurturing leads. Whether that conversion occurs on a landing page, social media post, form, or email, automation gives you the ability to centralize lead management and follow up with nurturing tactics to qualify your leads for sales.

lead automation funnel

Benefits of Automation Lead Generation Management

Having access to the right data when you need it is the key to successful sales and providing a memorable customer experience. With lead management generation, spending time finding leads will no longer be your main focus. You will have time to focus on closing sales. An all-in-one platform like SharpSpring will provide accurate customer information, so you will be aware of new prospects and evaluate the success of your marketing campaigns targeting your ideal audience.

Five benefits of automation lead generation management that contribute to converting initial interactions to purchase and beyond can be broken down into:

  1. Efficient Lead Tracking: Closely tracking leads can optimize their customer experience drawing them closer to conversion and making better use of the team’s timeline.
  2. Impactful Lead Nurturing: Leads nurtured throughout the buyer journey at each phase of the funnel are most likely to convert. Make sure your team recognizes what stage the lead is at and nurtures them accordingly to secure the purchase.
  3. Accurate Filter for Leads: Lead filtration is best optimized when a lead scoring system can pinpoint qualified leads for sufficient targeting of the prospect.
  4. Productive Team with Automation Implementations: Processes like lead distribution can organize leads to generate more prospects and conversions by having a more focused sales funnel. With a CRM tool, your team can work harmoniously on well-outlined data reports, saving them time as they improve ROI.
  1. Sharper Insights: With advanced tracking capabilities to follow along the customer journey, a platform solution can showcase unprecedented perspective during the decision-making process to better engage with future prospects during their customer journey.

By having your sales and marketing automation efforts support your entire customer lifecycle, you will see your level of efficiency increase, lead generation management provide scalable next steps, and accurate reporting line up strategies to increase conversion rates.

How to Start Lead Generation Automation

Lead management automation kicks in once a lead has entered your CRM based on a specific action. Using templates, email sequences, and calendar integrations, your lead management automation will serve content to an individual user while providing the appearance of a thoughtful, personalized follow-up from your sales or marketing team.

If you’ve set up your lead automation workflows correctly, a marketing automation lead won’t know that they’re in an entirely automated process.

Once you have prospect information, it can be added to a specific sales representative’s lead generation list in addition to entering the designated nurture workflow. At a specific point in the workflow, a personal outreach from this team member can be triggered with an alert directly from the automated lead generation system.

1. Choose a Platform 

To kick off your automated lead management efforts, you need to begin with a comprehensive platform and CRM. Customer data is at the core of marketing automation lead generation, and lead generation is all about collecting and centralizing that data. By setting up lead generation automation, your business goals can be well calculated aligning with your sales and marketing strategies already in place.

2. Determine What You Can Offer

Begin considering what value you can offer that might incentivize people to opt-in to receive emails and marketing outreach from your brand. This may include scheduling regular blog posts or   curating downloadable assets that offers answers to common problems. Extending a sign-up for an interactive event or webinar could also be a fitting way to nurture your leads coupled with a contest or giveaway for increased activity by your audience.

3. Set Up a Short, Easy to Fill Out Lead Form

Make sure that whatever tactic you employ, your lead form is short, simple to fill out, and the input data pipeline goes directly into your CRM. If form responses are sent down the wrong workflow, there’s a greater margin for error and fewer opportunities for effective lead management automation.

How Lead Generation Automation Works

One of the primary benefits of a centralized marketing automation lead generation platform is the ability to enhance cross-team collaboration between sales and marketing. Both groups have unique expertise to bring to lead generation and nurture efforts. The marketing team has the capacity and skill to generate new content, while the sales team has  unique insight into decision-making factors and common objections.

When building your lead generation funnel, use a systematic approach to target your audience through the distinct stages. When the customer experiences the first interaction with your brand, they should receive awareness that attracts them through email, video or another content medium. Once the prospect is in your funnel, take this time to nurture them using lead automation showcasing case studies or whitepapers. Get them to understand the value of your company until they reach the bottom of the funnel and close the sale. Your sales representatives can even provide more personalized experiences to get them to follow through on the sale converting the customer from prospect to loyal brand customer.

By monitoring a centralized CRM and automated lead generation system, both of these teams can get actionable insights about prospect behavior, content performance, and user actions that fuel lead automation efforts.

map of lead generation automation

Choosing SharpSpring for Your Automated Lead Management

When selecting the best marketing automation lead generation software for your business needs, be sure to look both holistically and tactically at the tools you consider. While marketing automation does save time and improve lead nurture effectiveness over the long term, it can also require detailed strategic thinking and set-up ahead of time.

Make sure your chosen automated lead generation has all the features you need to maximize your marketing automated lead management efforts:

  • Customer Relationship Management (CRM) system
  • Interactive forms and landing pages
  • Email marketing workflows
  • Centralized reporting and analytics
  • Social media management with social listening capabilities
  • Multi-user access for cross-functional collaboration with various teams

When you’re ready to get started, be sure to talk to your team about implementing the new tools, take time to map your lead journey, and consider all the potential factors of the buyer path-to-purchase that may impact your marketing automation lead generation tactics.

Contact us to find out more about marketing automation for lead generation or get a free demo today.

Frequently Asked Lead Generation Management Questions

What is lead generation automation?

Lead generation automation is the process of curating systems designed to feed information into the software that enables leads to be acquired without having to identify them manually. This method saves time for sales and marketing efforts since qualified leads can be sourced regularly and nurtured down to the bottom of the funnel.

How do you automate lead generation?

Making and nurturing connections prioritized by qualified leads by understanding what channels they’re active on determines how to automate lead generation. Find a combination of strategies to achieve lead generation automation. This could be by optimizing your content for search engines, creating lead magnets or by using social media.

Do you need a CRM to automate lead generation?

A centralized source for what it takes to see success with lead generation is easiest and most efficient functioning through a CRM system. CRMs collect customer data and help sales and marketing teams when tracking customer behaviors and hidden opportunities. Incorporating this technology and strategies will contribute to effective lead generation and customer relationship management.

What is lead lifecycle management?

Lead lifecycle management lies with the marketing and sales team to begin nurturing potential leads through the cycle into a qualified lead opportunity. Marketers rely on various processes such as lead enrichment, lead segmentation, or lead routing to take the lead to customer status.

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