Marketing Automation

With marketing automation systems, you can send email communication, and view data on the performance of emails after they have been sent. You can look at open rates of emails, as well as click through rates and bounce rates. Additionally, you can download a full list of people who have opened an email, clicked through, bounced, or were suppressed from the email with the date and time of the actions as well. This data can be very beneficial to a sales team. If a prospect is engaged with an email, it would be important to follow up with them as they would be considered a more qualified lead than prospects who are not engaging with content.

Additionally, you can create trigger campaigns with marketing automation systems, which is a series of automated email communication based on engagement with messaging, landing pages, and form submissions. In marketing automation systems, you can create behavior scoring for your prospects as well. You can provide scoring for actions taken in many areas, including: opened an email, clicked through an email, filled out a form, visited a specified number of landing pages on your website. For instance, you can provide a scoring of 1 if someone opened an email, and a scoring of 10 if someone submitted a form. You can use this data to send communication to prospects with a minimum behavior score, and create a campaign specifically for highly engaged prospects.

If you have not invested in a marketing automation system, I highly suggest that you do! Hubspot and Act-On are two great options to look at.