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Lead Gen for Small/Midsized Businesses: It’s All About Marketing Automation
Guide to Success in Lead Generation / eTrigue Corporation
Marketing automation solutions provider eTrigue has produced a great resource on lead generation for marketers in small and mid-sized businesses. The ebook, titled “The Guide to SMB Success in Lead Generation,” highlights the importance of marketing automation for companies challenged with staffing, financial, and resource limitations.
The forward to the book, from Andrew Gaffney of Demand Gen Report:
For small and mid-sized marketers looking to grow revenue, deploying marketing automation for generating qualified leads can be the perfect answer. After all, the right leads can help organizations of all sizes better target customer segments and create highly compelling marketing campaigns.
The good news is small and mid-tier marketers need not invest in overly-complex and resource intensive marketing automation systems to gain access to world-class lead generation tools. Rather, thanks to easy-to-use features such as drag-and-drop interfaces and simultaneous campaign views, any marketer can get a campaign up and running in a short period of time and with limited training.
However, the secret to lead generation success is not about relying on tools with sophisticated theories and indecipherable user manuals. Instead, mid-sized marketers that stick to the fundamental principles of prospect engagement, clean data and compelling content across multiple channels are most likely to achieve long-term success. It’s a back-to-basics approach of connecting
with a targeted list of prospects via a relevant stream of content that promises to deliver a maximum return on investment.
Despite the successful expansion of marketing automation across many verticals, some small to midsized organizations continue to be intimidated by the prospect of rolling out new systems.
However, as case studies continue to show, these tools are helping marketers better engage prospects and generate leads, and are winning over a new generation of SMB marketers.
Since the latest versions of marketing automation systems are designed for ease of use and don’t require hefty investments in IT infrastructure, they enable the fast action growing businesses require.
And because these modern-day marketing automation tools are nimble, marketers have the flexibility to change campaigns on the fly without having to start from scratch.