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Quick Guide to follow-up on web leads using marketing automation

I was asked on how best to follow-up on leads generated via the web by Richard Hill. Richard writes over at the Idea Exchange blog on marketing automation-related topics.

Marketing automation tools are useful because they can give us a ton of visibility into the visitors to our website, what they looked at, etc., and when visitors fill out a form, we can link their contact information to their other offline marketing touch points.

The question is how do we use this information? Should we wait? Should we pounce right away and call them? What’s the best way to do this that helps us best identify leads? Here are my thoughts on this question via a short interview I did with Richard Hill on, “To pounce or not to pounce?”

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Here are some tips Richard captured on how to better engage web leads:

  1. Marketing and sales should jointly develop a website visitor engagement strategy.
  2. Develop follow-up materials and content that your sales team can use to bring extra value to enhance their follow-up interactions that extend beyond the content future customers can get via your website.
  3. Create a call guide to help your sales team to be a resource first before they try “qualifying” the sales opportunity. What questions are must have versus nice to have?
  4. If you’re using marketing automation, coach your team doing follow-up calls not to directly mention your marketing automation tracking capabilities (that can be ‘creepy’) think instead of how you can tailor a relevant conversation based on the content consumed being the topic your sales team starts with.

Also, I would add if you are generating a good volume of leads online consider creating or outsourcing a specialized lead engagement and qualification team.

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