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You can automate your lead generation in several ways:
Optimize your content for search engines.
Create lead magnets.
Develop a digital presence on social media.
Use chatbots for customer support.
Offer a referral program.
You may have been asked to generate more revenue than last year. But there’s good news. Many of your sales and lead generation efforts could be automated, saving you both time and money.
We’ve broken down solutions based on lead generation channels to provide some structure. This way, you will be able to see where automation can jump in and help.
What Is Lead Generation?
Lead generation is finding new prospective customers for your business and turning them into paying customers using various marketing and sales techniques.
It involves attracting new people interested in your products and services, sending them useful, valuable, and engaging information, and giving them favorable offers or deals.
Lead generation is always a never-ending yet crucial task for business owners.
Even the most successful marketing managers and business owners face trouble finding leads for their company every once in a while.
This is because it is dependent on one of the most dynamic and evolutionary aspects of business – people.
Outbound Lead Generation
This consists of direct mail, email marketing, and cold calls.
Inbound Lead Generation
This consists of PPC, content marketing, and SEO.
Pipedrive uses your new lead’s email address to retrieve profile data and build a clearer picture of your potential customer.
Instead of Googling each new lead, data from Google, LinkedIn profiles, web listings, and other public online sources will wait for you in your dashboard.
Track specific information with custom fields. There’s no need for sticky notes or extra spreadsheets to keep track of your leads’ custom data.
Lead segmentation is the essential part of automating your lead generation process. With segmentation, you can personalize the emails you send to your subscribers.
With OptinMonster, you can specify the list you want to store the leads and the tags you want to add.
Instantly access B2B data lists of qualified leads with Leadiro.
Your sales team won’t need to spend hours crawling through LinkedIn to identify prospects and can spend more time having conversations with sales qualified leads.
Leadiro’s data is regularly verified for accuracy and is ideal for sales teams who want to increase the ROI from their outbound and ABM campaigns.
Develop hundreds of high-quality leads in weeks using Kennected’s lead generation tool, Cloud Kennect.
With automation tools on LinkedIn, you can grow your outbound lead generation while expanding your professional network.
What Is Artificial Intelligence?
It involves setting up technological systems and processes that allow you to generate more leads without putting in a lot of manual effort.
You get to generate a consistent and regular set of high-quality leads without spending too much time sourcing them manually.
In addition to chatbots, pop-ups, lead generation pages, and email software, automated tools generate leads based on who visits your website.
Why Are Automation Tools Important?
Your pipeline is full of sales-qualified leads on Monday, and by Friday, you’re already thinking about how you can add more relevant leads, as half decided not to purchase, and the other half need more time.
If you want a lead pipeline that’s always full to the brim, you need to automate your lead generation activities.
Successful lead generation, as well as lead nurturing, hinges on relevance.
Why do you need to automate your lead generation process?
For starters, as much as 80% of marketers use some kind of automation software to generate more leads for their business.
Falling into the unequipped 20% would simply render you incapable and far behind in the competition, ultimately risking losing your business.
Secondly, lead generation automation helps save a significant amount of time by speeding up repetitive and redundant tasks that demand a lot of time.
Sales automation will save you lots of time and let you close more deals.
You can create relevance through personalizing content, prompt responses, or combining the two through automated email campaigns.
Introducing automation to your lead generation efforts makes the process fast and efficient by eliminating low-value and repetitive tasks from your workday.
Your team can spend time on high-impact work like closing deals, and investing time in new strategies to further increase your growth.
Automation will end up being quicker, but you’re also going to get better results.
For many businesses, this is the holy grail. It’s why companies invest millions into their sales and marketing efforts.
But, you don’t need to have raised a $20 million Series A round to start automating your lead generation. Any business with access to a few simple tools can do it.
With this in mind, it’s important to identify the best tools to automate lead generation and why your team should invest in them.
By automating these processes, teams can avoid missing out on converting these landing page leads.
Automatically adding new subscribers from your landing pages to the company CRM is one way, especially if you’re using tools like Unbounce or ClickFunnels.
Sales And Marketing Departments Need to Automate Lead Generation
When working in sales, situations like this often happen due to poor lead generation and nurturing practices.
Most of the time, the problem can be attributed to a misalignment between the sales and marketing departments.
The lack of clear processes and guidelines leads to annoying consequences for both the employee and the business, such as:
- Lack of a proper handoff
- Leads get left behind, buried in your CR
- Flawed targeting
With a tool like Wishpond, you can easily create topic-specific landing pages, offer irresistible resources and send your leads straight to your CRM.
What about those visitors who don’t fill out the form on your landing page?
They almost certainly have a high interest in the specific challenge that led them to your website, but they got distracted and left without leaving a trace.
Your website analytics contain a mountain of data that needs to be unlocked.
Being on the phone is still a massive part of many sales professionals’ day. Phone calls might seem pretty straightforward, but things get challenging when trying to hold a conversation while:
Juggling with open tabs and notes about the prospect
Looking up information on the CRM while talking
Remembering what’s been discussed last time
Identify the gaps in your content strategy during the audit.
Take note of which pieces you’re missing, and what search intents they serve, and create content to tap into those opportunities.
Each piece you create should be informational and help the user make an informed purchase decision.
Use a content generation tool if you want something powerful to scale your content creation and see results faster.
According to LinkedIn, over 62% of B2B customers respond to salespeople who share content and relevant insights.
Optimize all your content. Start with a quick content audit. Identify the pieces created for a specific stage in your sales cycle.
Optimize these pieces of content using the keyword list you created earlier to make them more search engine friendly.
Optimizing your content for search intent is the hack to reaching automated lead generation from content. You need to know what your target audience desires to know.
Only then should you start to create high-value articles that keep bringing you traffic and leads over a long period.
Create a spreadsheet where you start taking note of the seeming intent behind each keyword, revealed by its search results.
Are the people searching for these keywords looking to inform themselves or make a purchase?
At which stage are they in the buying cycle?
Map them onto your funnel once you have identified keywords that reflect the two search intents – inform and purchase.
If you sell a marketing CRM product, you’ll be able to quickly identify keywords that relevant customers are searching for and create content that satisfies the search intent.
Use tools like Ahrefs to quickly find queries your customers are searching for.
Once you identify keyword opportunities, you can then create new blog posts, landing pages, or other on-site assets that will help drive new
Those falling under ‘inform’ are top-of-the-funnel users, and those under ‘purchase’ are much closer to the bottom-of-the-funnel.
Search Engine Optimization
Once you identify keyword opportunities, you can then create new blog posts, landing pages, or other on-site assets that will help drive new qualified leads to your business.
We don’t usually think of SEO and sale going hand-in-hand, but it’s one of the most effective methods of generating new leads without you having to lift a finger.
In terms of SEO automation, they offer a variety of tools (such as rank tracking, on-page SEO, and competitor SEO analysis) to streamline searches and drive more qualified prospects to your website.
Remember, founders, CMOS, or your sales reps shouldn’t be the ones writing your content. Consider hiring a writer, or outsourcing the work to scale this quickly.
You can also map your content to your sales funnel and send leads to different lead nurturing campaigns to ensure every interaction feels personal, even if it’s automated.
Hootsuite is one of the most popular tools when it comes to content marketing automation.
It not only allows you to automatically schedule content and review posts in a simple calendar view, but tracks your latest social engagements, trends, and brand mentions.
When setting up your referral program, pay close attention to how your customers already interact with your brand.
It indicates how they will engage with the program and what will keep them motivated. A successful referral program is an excellent automate lead generation hack.
Another great approach to automated lead generation is by creating lead magnets.
A lead magnet is an incentive that a business offers to potential buyers in exchange for their contact information.
The more time you spend talking with potential customers, the more you learn about them.
Once their work is automated, your team can spend more time on the phone with leads, learning about what they want from your solution.
This has benefits that will trickle down through your whole business.
Today, the customer journey has changed. Customers buy experiences, not products. Seventy-three percent of users say the customer experience is an important factor.
But, only 49% of consumers say they’re getting a good customer experience. Modern marketers need to react to what is happening to the customer journey.
A pleasant and good experience is what’s going to multiply into good leads and loyal customers.
And an excellent customer experience depends on how much value you give them and how valuable you make them feel.
You can’t be available in all places at all times. This is where chatbots will help you.
They help immediately address concerns and allow customers to feel valued in being attended to.
This gives them a good customer experience which automatically leads them to become leads and ultimately paying customers.
Retargeting emails, messages, pop-ups, and notifications can be set up to be sent out on the performance of certain trigger actions, such as when the customer downloads a case study on your website, or tries to book a call with your sales team, but doesn’t complete the form.
You could also feature customer stories, experiences, and use cases on your blog or in a case study format.
The idea is to have your existing customers bring you more customers without asking them for direct referrals.
Customer Relationship Management (CRM)
Sales and marketing teams spend millions of dollars to bring visitors to your website.
But do you track your customer’s journey? Do you know who buys and why? Around 8% of your website traffic will sign up on your lead forms.
What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?
Using Integromat, you can easily connect your CRM to LinkedIn, and automatically gather information on new companies or leads.
If you are looking for more robust customer service options, HubSpot is a popular CRM choice.
Their sales CRM is designed to enhance sales teams’ productivity, processes, and pipeline visibility to win over more customers and close deals.
This is also a task that can easily be outsourced to your VA, or delegated to your marketing team. Webinars are huge in B2B sales and marketing right now.
Seventy-three percent of B2B marketers say webinars are their favorite way to generate qualified leads.
Automatically qualify and segment your leads based on their answers.
Online assessments are questionnaires that website visitors can take when they want to evaluate their needs or pain points.
Once they’ve filled out the assessment, it’s up to you to show the results, give feedback, and take the chance to ask for their contact details.
Social Media Marketing
Social media can be an amazingly awesome source of leads.
However, social media is so much more to your business than a way to generate leads.
These platforms have also become customer service channels through which people expect immediate responses — no matter what time zone they’re in.
While social selling is a great addition to sales arsenals, social media can also be leveraged to automate internal processes in every team.
We know how little time salespeople spend selling due to the administrative tasks they take care of during the day.
One of them is to research companies online, which is usually followed by copying and pasting information into the company’s CRM.
Spend an hour (at most) each week preparing your posts in a tool like Buffer. Use Buffer to quickly share your knowledge, ideas, and content to build your personal brand.
You need to spend one hour each week scheduling posts to be sent out on LinkedIn using a tool like Buffer, and your posts will get sent out on a regular schedule.
Your email marketing will be a critical factor in determining whether someone chooses your business or a competitor. You need to be using it.
Use email to send prospects relevant information that helps them with their decision.
This could be a blog post, a personal email from a sales rep asking a question about their pain points, or an invite to your next webinar.
Automating lead generation is the best way to collect and send email addresses to a marketing list. This will help you start converting more website visitors to paying customers.
According to Content Marketing Institute, 93% of B2B marketers still use email as their content marketing strategy.
With an expected 3% increase in email usage per year, email is the lifeblood of generating your B2B leads.
Advanced, automated email systems improve your bottom line.
Once customers submit their info, you can use an email marketing system to automatically send follow-up email over the next several weeks.
These follow-up messages should provide more tips and tools that they’ll find useful.
As a follow-up to an event you hosted (trade shows, webinars), pre-write a series of emails and then use a marketing automation tool to send them out over the next several weeks.
You could also email the attendees a survey or poll to determine their level of interest in your services.
Tools like Mailshake can help scale your leads through automated email marketing. GrowthScore generated 500 leads in 72 hours using an automated email market.
If a customer spends a lot of time reading a particular blog on your website, you can set up an automated email to be sent out suggesting more blogs of the same kind, talking about the same product for them to read.
It banks on the chance of an interest expressed by the reader and uses it to push the product until they make a move to purchase it.
Here are some ways you could use email to create an automated lead generation machine for your organization.
Lead Nurturing Campaign
Identify the inactive leads that your sales force has given up on calling. Create a series of “value-added” emails you can send over the next 12-18 months.
Each email should include articles, white papers, industry trends, or other information that the prospects will find useful.
Drip campaigns are trigger and event-based marketing channels that help reach out and influence customer decisions, at the best times.
Thoughtfully designed email drip campaigns can have automated messages crafted with powerful words.
Marketing teams use landing pages to target specific segments of users.
In turn, users tend to land on these pages after clicking an online ad or searching for a specific keyword on Google and clicking one of the search results.
Lead Capture Forms
You probably have a “contact us” page on your website, but there are better ways to gather contact information from your web visitors.
Give them the option to download a free white paper, recorded webinar, or e-book in exchange for their contact info.
Once they submit their info, you can use an email marketing system to automatically send follow-up email over the next several weeks.
So, you have contact details for qualified leads, but how do you reach out to them?
While you can do everything manually, a tool like Mailshake can enable your team to automate repetitive work.
If you’ve ever run cold email campaigns, things can get quite messy. Between the incoming data, email cadences, and A/B testing, it can be hard to keep track of everything.
All that data should be going directly to your CRM.
You can automate cold email campaigns with Mailshake.
You’ll be able to send emails to prospects out at scale and can personalize your email subject lines and copy by using mail merge fields.
If you’ve implemented any of the tactics I’ve already mentioned, you will have a steady stream of prospects entering your pipeline.
Now, you’ll need to identify those who are purchase ready. Most CRMs and email marketing software have lead scoring built-in.
Use this to score your leads based on when they take relevant actions like:
Attending a webinar
Downloading a whitepaper
Visited your pricing page
The goal here is to ensure your sales team doesn’t have to manually review your list of leads often, and can instead rely on purchase-ready leads being automatically identified
How Kennected Can Increase Your Lead Generation Tenfold
Your lead generation efforts are never over. No matter how much work you put into it, you’ll always want more leads next month. You’re not alone.
Over half of B2B marketers dedicate over half of their budget primarily to lead generation activities.
Fifty-three percent of all B2B marketers spend more than half of their budget on lead generation. However, lead generation can feel like rolling a boulder uphill.
Automating your sales process as much as possible will significantly improve the ROI on your sales reps’ time.
They’ll be able to take a break from repetitive tasks and focus on activities that move the revenue needle.
Being able to automate parts of your sales process isn’t only reserved for companies with cash to blow.
We hope that this blog has been helpful. If so, we encourage you to check out these other resources to take lead generation to the next level.
Cloud Kennect generates new leads, offers insight into your customers, and can help you increase your marketing ROI. If you liked this blog post, you’d probably love Cloud Kennect, too.
Visit Kennected today!