Marketing Automation for Leads and Sales

07 Jun

The ultimate goal for your online marketing is to generate more leads and convert them into paying customers.

A good marketing automation for leads and sales solution can multiply your effectiveness to attract more website visits and nurture your leads through their entire buying process.

Here are five ways to automate your marketing and gain leads and sales across multiple channels:

Wise up to what customers want

By digging deeper into your website analytics and social media feedback, you can identify what content works best. Once you know this, you can focus your messages to qualify and segment prospects according to their preferences.

Your site’s analytics and the feedback you get through comments and social media make up a cornucopia of data and insight that’s waiting for you to dig into like Thanksgiving dinner.

This abundance of information you have on your customers allows you to profile, qualify and segment the people who show interest in your products and services. Once you know exactly who your customers are, you can create targeted messages and campaigns that will increase your conversion rates across the board.

Practice Powerful Email Marketing

Email is one of the best ways to drive engagement. Sending the right message to the right people at the right time will turn your emails from an impersonal broadcast into meaningful correspondence. Additionally, you can use automated emails to send tailored messages at timed intervals after a call to action is triggered.


Marketing automation’s use of email isn’t your father’s email marketing. We’re not talking about a single email blast to hundreds of customers because let’s be serious, that kind of impersonal outreach doesn’t do much good in this day and age.

These days, it’s all about personalization. And I know what you’re thinking: how does automation = personalization? And the simple answer is, it allows you to do things that are manually impossible (or at least difficult).

For example, when a customer gives you their email address in exchange for a downloaded resource, you can set your marketing automation software to automatically send them an email, perhaps with a link to another resource, or even your main call to action now that the lead is qualified.

This is something you just don’t have the time to do multiple times a day, so in the end, yes it’s “automated” but it’s undoubtedly more personal too.

Improve Landing Page Personalization

You can continue your customer’s 1:1 experience by personalizing your landing pages. By presenting the most relevant offers or product selections aligned to their online behavior, you can successfully lead customers through their buying cycle.

Marketing automation for leads and sales

Marketing automation helps you tap into the benefits of 1:1 marketing, and it all starts on your landing pages (which are the pages your visitors generally arrive on).

Matching offers, products and information to the interests and digital behavior of incoming visitors is a great way to personalize your marketing, not to mention increase your conversion rates!

Be Ready to Further Relationships

Your marketing automation system can alert you to relevant events such as likes, comments, retweets or shares enabling you to reach out and develop relationships on a more personal level.

One of the greatest aspects of marketing automation is you’ll still be privy to everything that’s going on with your campaigns. In fact, you’ll have a bird’s-eye-view of the whole shebang, which in our opinion, is the best view you can have.

You’ll get updates as to how your content is performing, and alerts when people digitally engage with you in any way. What this means is that instead of focusing on what get published when or who you have to email next, you can focus on developing relationships with customers in real time.

It seems counter-intuitive, but automatically receiving information about your marketing campaigns allows you to be more personal with your customers

Consider Using Curated Content

Targeted content is key to the whole marketing automation process. To help, consider curating relevant content from other sources while making sure to put your own twist on it to enhance your message for your audience.


Writing and sharing your own great content is necessary, but curation is a fantastic way to further immerse yourself in an industry, with the hopes of being viewed as an authority.

When you show a willingness and ability to add your opinion to existing content, it proves you know what you’re talking about and that you don’t operate in a bubble.

Curation is also a concrete example to your customers that your main interest is finding answers and solving problems for them, which fosters a trusting, and hopefully long-lasting, relationship.

In conclusion, be consistent and patient as you begin your automated marketing campaigns. Get it right and you will enjoy a steady stream of followers, new leads and increased sales.


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Dolapo Esho

Dolapo Esho is a search and social marketing specialist who has earned certification through WSI's Advanced Internet Marketing Program as well as the WSI Adaptive Search Engine Academy. She works with clients in the areas of marketing strategy, search engine optimization, pay-per-click marketing, and social media technology, such as blogging.

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