The internet has allowed businesses to expand their reach and generate more leads. However, the key to driving sales is qualifying every lead before pitching the product. 

There’s a catch, however. If you spend too much time on lead qualification, you may see an increase in the drop-off rate. 

B2B companies across verticals are capitalizing on marketing automation to reduce response times. And the results have been dramatic. 

• 44% who implement marketing automation software see a return within 6 months
• Businesses using marketing automation software when engaging prospects have seen a 451% increase in qualified leads
• For 39%, it leads to higher lead quality, and for over one-third of businesses, it results in more leads or conversions

Building a strong B2B lead pipeline with marketing automation

It makes sense to automate time-consuming but critical business processes such as lead generation and qualification. It can give your sales team a crucial first-mover advantage and increase revenues by a significant margin.

Here’s how:

1. Increased sales pipeline visibility

Sales teams often complain about poor MQLs, which marketing teams will promptly defend. Marketing automation enables both teams to score leads based on specific criteria and target those with the highest conversion probability. 

More often than not, a centralized tracking platform gives sales and marketing a better appreciation of each other’s perspectives. In fact, 1 in 3 companies see improved cross-team collaboration after introducing marketing automation.

It can also help eliminate redundant workflows and optimize the overall Customer Acquisition Cost (CAC). 1 in 10 businesses report a reduction in marketing costs thanks to centralized software. It also allows a seamless hand-off of leads between a business and its distribution partners.

2. Lead nurturing through trigger-based campaigns

Monitoring customer intent and responding with relevant messaging in real time is critical to driving engagement and conversion. With marketing automation, you can set up trigger campaigns. These campaigns automatically send push notifications or emails throughout different buying journey stages.

McAfee Anti-virus Software increased its conversion 3x and generated quality leads after delivering pertinent information to its customers at the right time.

3. Deeper understanding of customer needs

With an explosive increase in the number of marketing channels, segmenting leads is not as simple as it used to be. However, by integrating your marketing automation solution with CRM, you can address the pain points of different cohorts with hyper-personalized content.

Your team can then prioritize leads most likely to convert and continue nurturing others based on their behavior patterns. For example, you can optimize landing pages and emails for different buyer journeys with offers and discounts that are most relevant to them. 

The result? Better customer experience and higher conversions.

How CALS can amplify your lead generation efforts

Marketboat’s proprietary Campaign and Lead System (CALS) tracks 150+ data points to identify qualified leads with the highest conversion probability. You can set custom specifications to run personalized campaigns with accurate user segmentation. 

It provides automated quality assurance to save time on marketing. CALS also shares information on real-time conversion, program budgets, campaign status, and the health of the lead lifecycle to optimize marketing efforts. 

With all of these features combined, CALS can reduce lead rejects by up to 45%. 

Wrapping it up

Lead quality and rapid response times are critical to driving sales in the digital era. A marketing automation solution like CALS can allow you to meet and exceed your sales and revenues consistently, like never before. For more information, check out this demo video or contact us at sales@marketboats.com