Getting the sales team to cold call an unqualified list of leads is like giving up smoking or going on a diet.
There’s always something that gets in the way. Tomorrow is always a better time to start than today.
And in any case, it often turns out to be an unfruitful waste of valuable time.
But how do you increase the flow of sales-ready leads and opportunities to the sales team?
The answer, increasingly, is marketing automation. Thousands of B2B organisations – and quite a few B2C ones – are investing heavily in marketing automation systems from vendors such as Hubspot, Pardot and Marketo. These systems provide scalable and automated marketing processes that boost the number of warm leads and drive opportunity conversion rates.
So what exactly is marketing automation? And what are the essential marketing automation terms that matter in any discussion on lead generation? Terms such as content marketing, lead nurturing, lead scoring, sales qualified lead and marketing qualified lead.