Qualifications of the person in charge

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As we mentioned above, marketing automation has email features that allow you to automatically send emails through triggers, step emails (a series of emails sent in succession), and bulk emails. You can even segment your list and send emails to each person only when it’s truly relevant to them.

 

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The third stage, Qualification, means to "qualify" or narrow down your list to the most approachable prospects. You must extract the hot prospects who fit your target niche and appear ready to buy. Qualification is necessary because you want to be able to pass the highest quality list to sales rather than have your list be 70% cold prospects who will immediately reject any sales pitch.

 

Marketing automation makes lead qualification easier than ever because you simply set the criteria for what you define as hot leads, then sit back and watch the program automatically shortlist the leads that meet your criteria. You can narrow your list by looking for specific demographics, locations, industries, browsing history, and more.

 

There’s also a method called lead scoring used in some marketing automation tools, where you automate qualification by setting up rules that determine the status of a lead. You assign points to each ghana telegram number database action a user takes. For example, if they visit a pricing page on your website, that’s 1 point. If they download an e-book, that’s 4 points. If they open an email you sent, 2 points. And then once they hit 10 points, they’re considered hot. By explicitly setting up these qualification rules, you can eliminate variance in the quality of leads you pass on to sales — something your sales team will surely appreciate.

 

To learn more about demand generation, check out this article: What is demand generation? Breaking down the three-step process

 

 

Marketing Automation Terminology
 

A/B Testing

AKA split testing, this is an experimental method where you run multiple tests, changing just one variable at a time to see its effect. Marketers often conduct A/B testing to find out what type of emails are most effective, varying variables like subject line and design.

 

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