Discover five ways marketing automation can help your organisation make more sales.

1. Five ways marketing automation can help sales teams

2. 1
Lead Capture
Five ways marketing automation can help sales

3. Marketing Automation offers two
types of lead capturing.
1. Landing Pages
Form protecting desirable content –
e.g. white papers, ebooks, special
offers, free trials etc…
Users will happily provide their
information providing you are offering
them something of value.
See our guide to creating landing
pages.
Five ways marketing automation can help sales teams

4. LANDING PAGE BUILDER
The best Marketing
Automation platforms
offer landing page
builders.
Pardot’s (pictured) is one
of the most
comprehensive.
Five ways marketing automation can help sales teams

5. AUTOMATION RULES
Sales team can be aided by automation rules which can automatically assign a prospect
to the appropriate rep.
E.g. Prospect specifies location as Glasgow
= assigned to west of Scotland rep.
Five ways marketing automation can help sales teams

6. Marketing Automation offers two
types of lead capturing.
2. IP Lookup
The best marketing automation platforms can provide information
about your visitors based on their IP addresses.
Data augmentation from integrated third
party sources such as data.com and linkedin
can give you even more information.
Five ways marketing automation can help sales teams

7. 2
Lead Qualification
Five ways marketing automation can help sales

8. Lead qualification ensures sales teams are
only passed ‘warm’ leads.
IMPLICIT CONSIDERATIONS EXPLICIT CONSIDERATIONS
Interactions with your website Explicit information you know
and/or emails. E.g. pages viewed, about prospects from past
search terms used, materials meetings, forms, IP lookup etc…
downloaded and so on.
Five ways marketing automation can help sales teams

9. LEAD SCORING
The process of scoring leads based on their interactions with your website and/or emails.
EXAMPLE:
+20 +3 +3
White paper download Page view Link clicked
Five ways marketing automation can help sales teams

10. 3
Email Automation
Five ways marketing automation can help sales

11. Drip email campaigning is a key component of
marketing automation technology.
Read our guide to drip campaigns.
Relevant emails drive 18 times more
revenue than broadcast emails.
Jupiter Research
Five ways marketing automation can help sales teams

12. Drip campaigns take prospects on journeys –
which can help sales keep in contact with lost
opportunities.
Example journeys:
Respondent Dormant MQL Lost opportunity
MQL Respondent Respondent
Five ways marketing automation can help sales teams

13. On a practical level, emails can be personalised
from a sales rep, who can (if they wish) be alerted
to all behaviour alerts and replies.
Drip campaign email Relevant sales rep alerted
personalised from sales Prospect responds
person.
Five ways marketing automation can help sales teams

14. 4
Lead Intelligence
Five ways marketing automation can help sales

15. Marketing Automation gives sales reps a level of lead intelligence
that would have been completely unattainable in the past.
Search term used
Social media interaction
Lead
Page view
Materials downloaded
Five ways marketing automation can help sales teams

16. 5
Real time lead alerts
Five ways marketing automation can help sales

17. Sales teams can receive desktop alerts
of a prospect’s activity.
Five ways marketing automation can help sales teams

18. We are Scotland’s marketing automation specialists. If you are interested in discovering more about the ways in
which the technology can help drive business growth for your SME, please visit our marketing automation
technology website or get in touch.
4 Lynedoch Crescent
Glasgow
G3 6EQ
Tel: 0141 332 0126
Email: contact@mcraeandcompany.co.uk