Demand Generation – How to Build Marketing Automation Campaigns That Prompt Desired Behaviors From Your Leads

In enterprise, most individuals view buyer conduct as one-dimensional—one thing to be noticed and responded to. Because of this, advertising and marketing efforts turn into solely a reactive course of.

Nevertheless, what for those who may design your advertising and marketing to allow—to really elicit—particular behaviors?

Advertising and marketing automation permits you to effectively plan and allow the conduct you want to see out of your prospect.

It is about planning what you need out of your leads—and designing campaigns to elicit precisely that desired conduct.

This text explores why it is essential to construct campaigns to elicit the conduct you want to see, and the way to try this successfully.

What conduct would you like folks to show?

So, how do you create a marketing campaign that initiates desired behaviors in prospects?

For many companies, the specified conduct is conversion: leads’ turning into paying prospects. Nevertheless, there are possible intermediate steps, corresponding to…

  • Studying sure weblog posts
  • Downloading lead magnets
  • Subscribing to a e-newsletter
  • Clicking on e mail hyperlinks
  • Visiting gross sales pages
  • Requesting particular data

It is doable to engineer conduct, proactively, fairly than solely observing and reacting.

Nevertheless, you have to first determine what actions you need your result in take, so you may construct a course of—or journey that prospects can go on—to get to that time.


It’s essential to concentrate on the behavioral shows indicating prospects are transferring via the customer’s journey. That can let you determine any gaps inflicting results in drop off; from there, you may intervene and optimize the method.

And we do all that by using advertising and marketing automation.

What position does advertising and marketing automation play in planning desired conduct?

Advertising and marketing automation is the car that permits companies to seamlessly ship the proper content material on the proper time to drive prospects via the consciousness phases. It is an efficient technique to transfer your leads from Advertising and marketing-qualified to Gross sales-qualified and convert them into paying prospects.

Lead magnets are efficient in driving demand era in alternate for acquiring useful data from leads. Nevertheless, one of many largest errors B2B companies make is that they cease nurturing on the finish of the preliminary lead magnet sequence.

The bottom line is to teach your results in transfer them alongside the notice journey. Then, at every stage, give them the following factor they should transfer them nearer to buy.

The position of consciousness phases in planning desired conduct?

There are 5 phases of consciousness within the buyer journey, figuring out the content material and get in touch with your lead is prepared for.

These are the 5 phases:

  1. Utterly Unaware: Prospects are feeling signs of issues they do not but perceive. They do not but know who you’re or how one can assist.
  2. Drawback-Conscious: Your prospect is aware of they’ve an issue; they’re studying about it and in search of options. Nevertheless, they do not but learn about any particular merchandise or corporations.
  3. Answer-Conscious: Prospects are actually conscious of the potential options to their downside, however they have not narrowed their analysis down but to particular merchandise/companies/corporations.
  4. Product-Conscious: Your prospects are in search of particular merchandise to suit their wants. They’re exploring {the marketplace} to match merchandise/companies towards their created standards.
  5. Most Conscious: Your prospects are conscious of and fascinated with your product/service. However they should justify and validate the explanations for buy, evaluating towards the choice.

It’s essential to get very particular about understanding your prospects’ consciousness stage and use that data to engineer the conduct you want to see. At every stage, your leads will want several types of content material, so you need to design your campaigns accordingly.

You should utilize advertising and marketing automation to ship that content material and allow your prospects to maneuver alongside the phases of consciousness from MQL to SQL.

This is an instance:

Think about you’ve leads who’ve downloaded an entry-level lead magnet referred to as “What’s advertising and marketing automation software program.” Chances are high excessive they’re within the problem-aware stage of consciousness and they also aren’t able to commit to purchasing software program but.

At this level, it is your job to nurture these prospects via the notice phases. And you are able to do that by designing a marketing campaign that provides them the pure subsequent step, and push them additional alongside the notice journey. The content material you employ may very well be one other lead magnet, a product demo, or one thing else that caters to the following stage in consciousness.

However, finally, you have to inform your prospects what you need them to do subsequent; that is the important thing to engineering the conduct you need prospects to show.

So, for instance, if studying a purchaser’s information will assist make your lead Gross sales-qualified, it’s worthwhile to supply this information on the acceptable time. Take into consideration how one can get them prepared and keen to obtain your purchaser’s information, and plan your advertising and marketing automation round that aim.


What occurs if a marketing campaign would not end in desired conduct?

This is your perfect state of affairs: A lead comes into your funnel via a particular marketing campaign, consuming the content material you comply with up with (together with weblog posts, lead magnets, and so forth.). They transfer easily via the notice journey and convert right into a paying buyer.

Sadly, that state of affairs is not all the time how issues work, particularly for B2B, the place the everyday shopping for journey is lengthy and a couple of decision-maker is concerned. So, in actuality, every lead would require a hefty quantity of nurture so as to ultimately show Gross sales-qualified conduct.

In truth, in these conditions, it is important to design processes and extra campaigns that comply with up with leads if they do not exhibit the specified conduct.

It is often known as planning the “if this, then that…”

It is all based mostly on the premise of sure behaviors’ triggering conditional statements. Within the case of promoting automation, it means putting in sequences that plan for desired conduct, together with contingencies.

Examples of the right way to use advertising and marketing automation to Gross sales-qualify your leads when issues do not go to plan

There are quite a few methods to salvage prospects who haven’t transformed from MQL to SQL. Some examples:

  • Retargeting
  • Nurturing long-term
  • Nurturing short-term
  • Bringing Gross sales into the loop

Once more, all these approaches goal to “catch” folks—so, fairly than shedding them, you’re simply nurturing them in a different way.

Hopefully, the top outcome would be the similar; you are simply guaranteeing they get there in a different way.

This is extra on every of these 4 approaches.

1. Retargeting

Successfully finished, retargeting can massively improve your conversion charges. In truth, in line with Google, you may promote 50% extra with an excellent retargeting technique.

What does retargeting appear like with advertising and marketing automation?

Once more, all of it comes right down to understanding the notice phases.

Retargeting these nonetheless within the early phases of consciousness—those that do not know what resolution they need—will possible be unsuccessful. Nevertheless, retargeting these within the later phases of consciousness (notably the most-aware stage) permits you to construct on the present relationship and improve the possibilities of conversion.

2. Lengthy-Time period Nurture Sequence

Totally 96% of tourists who arrive on an internet site aren’t but prepared to purchase, and 80% of leads by no means translate into gross sales.

Even after an preliminary lead magnet and e mail collection, prospects may not be able to buy.

Nevertheless, we all know that corporations that prioritize and excel in lead nurturing generate 50% extra sales-qualified leads at 33% decrease price.

If that is the case, you have to be transferring leads right into a long-term nurture sequence fairly than letting them fall via the cracks. So, once more, that is an automatic e mail sequence that provides potential patrons a value-add.

Lengthy-term nurture sequences are important for B2B corporations with an extended gross sales course of as a result of they let you nurture and preserve a relationship regularly.


Lengthy-term lead nurture could be profitable as a result of it…

  • Is an everyday touchpoint along with your buyer
  • Lets you convey who your small business is
  • Engages your checklist
  • Drives site visitors to your web site
  • Will increase conversions
  • Will increase buyer lifetime worth and buyer retention

And, most essential, it permits you to keep up a correspondence in a significant means with prospects who usually are not prepared to purchase but.

3. Quick-Time period Nurture Sequence

Is your prospect additional alongside the notice journey?

As an alternative of a long-term nurture sequence, you may first transfer them into one other short-term nurture marketing campaign.

This method will goal leads with particular content material and campaigns based mostly on what you have discovered about them. So if you realize they’ve a specific downside or want, you may handle it.

If they do not convert, you may transfer them right into a longer-term nurture sequence.

4. Bringing Gross sales Into the Loop

Think about you downloaded a lead magnet about advertising and marketing automation software program. The subsequent factor you realize, you are getting a name from a gross sales staff.

It is in all probability the very last thing you need. You need time to analysis your self and transfer alongside the notice journey earlier than talking to somebody.

Nevertheless, typically it is acceptable on your gross sales staff to achieve out to prospects to construct relationships and overcome objections immediately. Once more, it is not more likely to work within the early phases of consciousness, however in case you have leads partaking along with your e mail advertising and marketing however not changing, involving Gross sales is an effective last step.

It permits Gross sales to offer the perception for Advertising and marketing to handle objections and reply questions which may be holding the lead again from transferring ahead.

Are you able to plan the behaviors you need to elicit from prospects?

Many companies view conduct as one-way: observing and reacting. However that is not as highly effective or efficient as being proactive and planning your campaigns to elicit desired behaviors.

Advertising and marketing automation is essential to delivering a marketing campaign that leads to the specified end result. For instance, understanding the notice phases permits you to design campaigns that transfer leads from Advertising and marketing-qualified to Gross sales-qualified.

Get in contact for those who need assistance implementing advertising and marketing automation and the campaigns that go alongside it.

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