Effective lead nurturing requires a personalized approach that responds specifically to the needs of each prospect.

When every prospect is unique, how do you streamline the process of growing your leads to become sales? You do it by using the strategy that online retail giants like Amazon have perfected – marketing automation. Lead nurturing through marketing automation strategies and software means that you are available to your prospects, to provide what they need when they need it.

Traditional automated marketing has involved hit-or-miss methods like releasing emails based on time delays or actions like email clicks. Marketing automation becomes much more sophisticated and effective when it has an inbound focus. Your message is based on interaction, so instead of anticipating needs, you are responding to them. Imagine that lead generation is at the top of your lead-to-sales funnel. Marketing automation allows you to track leads within the funnel to understand the needs and timing of each prospect. The goal is to deliver the right information at the right time, when it is needed to make the purchase.

Effective marketing automation considers the developing needs of your prospects through the behaviors and interactions they have with you across all of your online marketing channels. Using behavioral data from social media, page views, or downloads gives you the context you need to fully understand your leads and how to guide them. Marketing automation should not only gather data from multiple channels, it should use those channels to send marketing messages.

Since marketing automation is a responsive process, ongoing measurement can also show you what’s working and what isn’t. This allows you to make adjustments along the way.

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