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 Integrating systems not only combines lead information but also helps you fill in data gaps, identify old and outdated information, and connect your teams so everyone works with the same data.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.

7 B2B Marketing Automation Strategies to Nurture Leads

hushly blog

You’ve already heard about how important B2B marketing automation is for generating prospects, engaging your audience, and converting leads into customers.

You just have a few questions and concerns.

  • How can I afford marketing automation without my budget bleeding?
  • What can I do to make sure my automation tools work for me?
  • Which kind of automation features do I need, and which are a waste of money?
  • Why does my data suck and how can I collect correct data to fuel my personalization campaigns?

Yes, incorporating automated tools into your marketing strategy is intimidating—you have a delicate process and you can’t afford to risk screwing anything up.

However, your buyers expect personalized automation when they visit your site. Here’s how to make it work for you.

7 B2B Marketing Automation Strategies You Need to Nurture Leads

A full stack of B2B marketing automation tools isn’t worth a thing if you don’t have a long-term strategy. Start by putting yourself in the shoes of your visitors and ideal leads. Develop some long-term goals.

Do you want more conversions from current leads? More leads? Increased brand awareness?

Jot some notes down and use these strategies to make it happen!

1. Human Lead Verification to Start with Accurate Data

62% of businesses say they’re working with data that’s up to 40% outdated or otherwise inaccurate – that’s not good for their personalization strategies.

Every B2B marketing automation strategy feeds on data. If something is wrong or your information is old, that means you’re wasting money.

Human lead verification is a critical part of your automation strategy. At Hushly, for example, we only collect data from verified business email addresses, and we use human verification to cross-reference each lead’s information through LinkedIn.

2. Dynamic, Interactive, and Adaptive Content Hubs

When leads visit your website, they want things to click, read, and play around with. An adaptive content hub puts all your best content in one place so visitors can easily find things that interest them.

With an adaptive content hub, you can organize your content by type and format it into an interactive layout. Once a visitor clicks on a piece of content, your B2B marketing automation technology will make a note of the type of content and topic so it can continue suggesting relevant materials.

Not only that, but you can also use the information you collect from this content hub to send personalized emails and retargeting campaigns.

Source: Hushly

3. Self-Nurturing Landing Pages with Content Bingeing

Content bingeing features should be at the heart of any modern marketing campaigns.

Like analyst Brian Solis says, “Business buyers don’t go to work and forget what they do as humans. There’s a new normal that blurs the line between B2B and B2C. They just want things personalized.”

Plus, most of your buyers are young. Back in 2015, Think with Google reported that 46% of B2B buyers were between the ages of 18-34. If trends continued or stayed the same, that means most of your buyers are either millennials or Generation Z.

Your landing pages need to keep up. Leads want to educate themselves at their own pace. They don’t want to submit an email address and talk to you on the phone. A self-nurturing landing page gives them an endless stream of personalized content – just like Netflix – so they can research as much as they want.

4. Personalized Email Campaigns Based on Triggered Events

Email is an effective retargeting tool if you know how to use it. In other words, if you can take advantage of intelligent B2B marketing automation.

Using an email service provider, you can use data you collect from your website to send out segmented and highly relevant email campaigns to your leads.

Set up some campaigns based on triggered events. For example, do you have some niche lead magnets or blog posts? Create unique email campaigns for them and schedule them to go out after someone visits the pages.

These are called triggered campaigns and they get much higher engagement than generic campaigns with open rates of up to 45%.

5. Intelligent and Highly Relevant Retargeting Campaigns

LinkedIn is one of the best platforms for retargeting your leads thanks to its robust audience insight tools.

However, it’s easy to blow your budget if you aren’t careful.

It’s simple to set up automated campaigns with LinkedIn by targeting people who have visited not just your website but specific pages on your website.

6. Data-driven Content in the Right Formats

According to research from LinkedIn, B2Bs aren’t just looking for white papers and case studies. 49% of them want video while 64% like listening to podcasts during their research.

For your automation to do its job, it needs relevant and valuable content to give your visitors and leads.

Do your research and listen to your audience. Create the kind of content they want.

7. Exit Intent Monitoring and Abandonment Strategies

Forms are a big no-no going into 2020. Your leads don’t have time to fill out clunky forms on their phone and they simply won’t want to.

However, you still need an abandonment strategy.

Instead of bombarding your visitors with a form when they move their cursor to leave the page, give them more of what they came there for in the first place: great content.

Using B2B marketing automation tools, you can present them with more content like eBooks and podcasts based on the materials they already consumed on your website.

Update Your Website for 2020 Now and Watch Leads Grow

Writers and digital marketers talk about creating a user-centric website all the time but few B2B websites truly put it into action.

The first step towards creating a data-driven and user-friendly website optimized for leads and mobile browsing is removing forms so your content can take center stage. Once you ditch forms in favor of B2B marketing automation strategies like content bingeing, your leads will skyrocket by at least 51%.

Are you interested in learning more about creating mobile-friendly lead magnets without forms? We’ve got the perfect eBook for you!