Marketing Automation: Key elements of the lead nurture journey

Marketing automation is probably the best way to optimize the number of intricacies that go into executing your work as a marketer. Automation helps perform a number of organizational benefits such as segmenting, tagging, timing, scheduling and more. Breaking this down into a flow might seem daunting but operating systems such as Zoho can help you get the job done seamlessly.

As we’re bringing you insights on best practices for launching as a new product or service, here are some key ways to use marketing automation to optimize repetitive tasks from triggers, tags, identifying quality leads and eventually assigning actions that help close deals.

Finding your customers

So your new product is ready for the world and market research identifies exactly who your product helps. How can you contact them? You can reach prospects through our InFynd B2B database by getting straight to the source. Simply search people, companies and advance through filters to find exactly who you need. Now you’re ready to gear up your CRM with contacts waiting to meet you via your email announcement.

Begin the Journey

Once you’ve prepared your email launch announcement start your marketing automation off by creating a trigger to nurture leads through a journey. You can do so by assigning specific tags to leads that will follow them throughout the journey. Ideally, let’s say your email campaign was about introducing your product but also encouraged contacts to visit your website to learn more in detail about it. An example of how you might map this journey is by creating action flows based on leads’ response to your email. This optimizes who responded to links on your website which will later help measure hot or cold leads.

Automate and Nurtur

Now that your automation has tagged and differentiated between the responses you’ve assigned, you can now design how to segment and nurture each tagged lead throughout the rest of the flow. Perhaps for the leads that opened the email but didn’t click links, you can send them follow up message emails. You might tag a group of this nature as ‘’cold’’ to segment them into more aggressive nurturing prior to their journey ending. For leads that responded at a higher rate and followed the action flow of clicking specific links, you might funnel them through the flow by scoring them or marketing their lead stage. This could be considered a warm or hot lead.

Ending the Journey

There are a few ways the journey could conclude. This will depend on how you wish to further be nurturing your leads outside of the marketing automation initiatives. One way might involve just simply having your leads segmented and tagged to later run more targeted campaigns to. For instance, if all cold leads are tagged this might be an opportunity to execute A/B testing to get know your cold leads better. Another option to wrapping up your journey is to immediately assign tasks to your salespeople especially if the leads are hot or warm. An opportunity for your sales team to convert customers will tell a lot about the effectiveness of your automation journey as well.

These key elements could help you target, define, and make evaluations of your marketing practices for your products. Keep these tips in mind and the launch or announcement your product could see a great return!

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