How to Maximize Marketing Automation ROI for Lead Generation and ABM

Lead generation and account-based marketing offer the potential for large returns on investments. You can increase those returns further by incorporating marketing automation into your marketing process. Marketing automation relieves mundane jobs, keeping you away from core business tasks while equipping you with the tools you need to accomplish more than you can using manual methods alone.

Learn eight ways to maximize your marketing automation ROI through Hushly’s AI-powered customer experience platform.

Why Is Marketing Automation Crucial for Lead Generation?

Lead generation is becoming increasingly more complicated. For instance, writing one blog post took 2 hours and 24 minutes in 2014, but it takes nearly four hours in 2023. The same applies to creating emails, web pages, and social media posts.

Why is content creation for lead generation becoming more challenging?

Buyers want more information before making a purchase decision. They want to interact with several pieces of content and educate themselves. Buyers also have more options than before, so companies must hold themselves to a higher standard to stand out.

Because marketing is becoming more complex, most marketing teams can’t maintain the same workload as they did in the past. However, marketing automation allows marketers to keep up with the demand for higher-quality, personalized content and experiences.

8 Tips for Maximizing the ROI from Your Marketing Automation

Hushly’s marketing automation platform streamlines your marketing tasks so you can accomplish more with fewer resources and in less time. Here are eight tips to help you make the most of your platform and maximize your lead generation and account-based marketing ROI.

1. Integrate Your Systems

While Hushly can work independently, it works best as part of your marketing stack. It integrates seamlessly with your other platforms, like your CRM platform. You create a flow of information by connecting Hushly to your other platforms.

Each tool you own contains data, and much of that data may overlap. For example, customers who visit your social media sites may also visit your website. By keeping those databases separate, you end up with two contacts for the same lead. Integrating systems not only combines lead information but also helps you fill in data gaps, identify old and outdated information, and connect your teams so everyone works with the same data.

2. Optimize Your Landing Pages

Landing pages provide customers with unique experiences. Without a landing page, every customer would enter your website through the same home page. However, not every customer is looking for the same products or has the same demographics.

Creating landing pages elevates the customer experience by highlighting what is most relevant to each visitor. For example, when you search “best customer management software,” one of the top results is Salesforce. Clicking on Salesforce’s link brings you to a landing page with no distractions and only one call to action.

Image from Salesforce

Create unique landing pages that adjust depending on a visitor’s search intent, whether the visitor is a new lead, and where they came from. Hushly’s system allows you to create a landing page once, and AI will automatically customize it for each customer so they see the most relevant offers and content for a higher chance of a response from the visitor.

3. Engage Your Audience

Websites would see a much higher conversion rate from leads and accounts if a team was available 24/7 to greet every visitor the same way store associates greet in-person shoppers.

While most marketing teams don’t have the staffing to provide constant live service, marketing automation can accomplish similar results.

Hushly uses AI chat integrations to engage customers. Chatbots provide a way for customers to find quick answers. You can also integrate AI chat features into your content so readers can receive further customized insights directly in blog posts and other assets.

4. Simplify Your Form Fields

B2B buyers are busy and often won’t fill out forms if they find them too long or complicated. The ideal length of a form is three to five fields. You can boost conversions by 160% by having under four fields and increase your conversions by 50% more by going to three fields.

If you have short forms, how will you generate other essential data you need for nurturing along with capturing the lead?

Hushly’s automated tools work in the background to gather data from visitor activity. The software tracks where leads came from and what content they interacted with. It predicts future behaviors to fill in data gaps. This allows you to create customized strategies without losing leads from overly complex forms.

5. Recapture Your Leads

Many visitors to your website won’t stay on the site. Without marketing automation, those leads leave, and you will have no trace of their visit except for an uptick in your bounce rate on Google Analytics. Every time you lose a lead, you also lose potential returns on your investment.

Marketing automation allows you to recapture many of those leads. First, Hushly’s system attempts to keep leads on your site through customized content suggestions. The content suggestions relate to the visitor’s browsing history and behavior, making them more likely to find relevant information.

Then, Hushly’s automation encourages visitors to stay longer through pop-ups that greet customers as they leave. The pop-ups offer enticing opportunities in exchange for contact information or customized content.

If the lead still decides to leave, the automated system employs a retargeting campaign. Lead retargeting suggests products or content on other sites through native ads to encourage visitors to return, increasing your B2B marketing ROI.

6. Segment Your Audiences

As you generate your leads, you’ll increase your conversion rate by grouping your leads with similar characteristics. Audience segmentation helps you customize your emails to those shared characteristics.

Hushly helps you segment your audience further by scoring your leads. Lead scoring assigns points to leads based on behaviors so you understand their intent and where they are in the buyer’s journey. Leads in similar stages will respond to similar marketing content.

7. Personalize Your Lead Nurturing

Once you have your leads in segments, personalize your lead-nurturing content. Personalized content addresses each recipient’s unique pain points, industry, and titles.

Creating unique content for every audience is time-consuming, which is why many companies are looking toward marketing automation. Hushly’s marketing automation personalizes lead nurturing campaigns based on firmographic data and behavior. Each lead receives lead nurturing content recommendations based on their individual needs, ensuring you address all potential roadblocks that may prevent them from buying.

8. Measure Your Success

To ensure you achieve your desired return on investment, continually measure your success. Before you begin your lead nurturing or account-based marketing campaigns, establish benchmarks. These benchmarks consider past performance, how others in your industry are performing, and where you would like to see yourself in the future.

Some metrics you might include in your B2B marketing ROI benchmarks are:

• Conversion rates
• Qualified leads generated
• Web traffic goals
• Cost per lead

Regularly compare your results to your success to ensure you maximize your marketing automation platform and realize its full potential.

Transform Your Marketing Automation ROI with Hushly

Hushly can help you surpass your marketing goals with its cutting-edge AI-powered technology. Our marketing automation platform helps you perform all your marketing processes in less time and more efficiently. This frees up more time for you to focus on content creation and selling to your leads as Hushly manages your lead generation and nurturing processes.

Contact us to learn more about our marketing automation system.