Marketing automation was specifically built for B2B marketers. Its primary focus is lead generation and customer engagement, and it does this through the use of automated marketing programs that manage prospect interactions in order to improve lead conversions. The ultimate goal is for higher lead quality, increased volume of prospects, and faster sales cycles.
One of the primary ways that B2B automation helps marketers to develop quality leads is through lead grading. Automatically qualifying leads with grading can help you to save resources and time while improving marketing and sales alignment and increasing close rates. Grading inbound leads will ensure that the leads that are moving from marketing to sales will match the ideal customer profile.
With lead grading, leads will automatically be evaluated based on several factors and will be assigned a letter grade from A to F. Some of these criteria that are examined include:
Lead scoring is often used along with lead grading, and it helps to ensure that only highly-qualified leads make it from marketing to sales. A lead score will be displayed as a numerical value and can indicate just how interested a lead is in your service or product. There are several actions that can affect the score of a lead:
B2B marketing automation is one of the best ways to get high-quality leads that can lead to future sales. By utilizing lead scoring and grading as part of your marketing automation process, you’ll increase your qualified prospect volume, leading to more revenue.
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