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Inbound Marketing Blog

4 Benefits of Automating Lead-Nurturing Workflows

4 Benefits of Automating Lead-Nurturing Workflows

By Patty Cisco, MBA, Principal February 21 2017 Inbound Marketing, Inbound Sales

Would you like to increase overall sales in 2017, while also shortening your sales cycle by 50% or more? That’s the power of using an automated lead-nurturing system!

For those unaware of automated lead-nurturing systems, they are a way for salespeople to automatically touch base with leads using personalized content until those leads are sales-ready. Sound too good to be true? Here are even more reasons why switching to an automated lead-nurturing system may be the right move for your company in 2017.


What Are the Benefits of Automating Your Lead-Nurturing Workflows?

#1 Improved conversion rate

According to eMarketers, “B2C marketers who take advantage of marketing automation have seen conversion rates as high as 50%.” Don’t let your leads forget you. Automated lead nurturing stops you from letting hot leads slip through the cracks.


#2 Improved revenue measurement and management

Research conducted by Gleanster found that 70% of companies indicated their investment in marketing automation generated a positive return on investment (ROI) after only the first year. The best part is that the revenue growth doesn’t stop after the first year but continues to grow annually. Start an automated lead-nurturing system this year and watch that ROI continue to rise!


#3 Improved marketing and sales efficiency

The implementation of lead-nurturing workflows requires aligning the responsibilities and goals of sales and marketing. Sales and marketing use lead scoring, workflow enrollment and other methods to identify triggers that move a lead from automation to personal contact. When sales and marketing work together in lead nurturing, conversion rates significantly increase.

#4 Maintain customer relationships and brand engagement

The most important thing salespeople need to remember to avoid losing out on leads is to maintain customer engagement. Remember: Out of sight, out of mind. It’s important to keep brand engagement high. With the busy lives of today’s salespeople, automated lead-nurturing systems save salespeople time with just as good or better results.


Where do I go from here?

Automating lead-nurturing offers your organization many benefits. However, when and how should you implement it? Marketing Essentials partners with you to leap over barriers to advance your business. For a personalized, 30-minute consultation on how best to position your business for marketing success, contact us.

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About the Author

Patty Cisco, MBA, Principal

As founder of Marketing Essentials, Patty’s continual quest and drive for helping businesses grow is her passion. With over 30 years of strategic business management and leadership experience, she is known as a catalyst and understands the challenges CEO’s and Marketing Directors face in executing inbound digital marketing & sales strategies that yield results. No surprise you will find her feeding her hunger for life long learning with a good book and latte!