How to Use Marketing Automation to Track Marketing-Sourced Leads - dummies

How to Use Marketing Automation to Track Marketing-Sourced Leads

By Mathew Sweezey

Many marketers are measured on how many leads they pass to sales and the percentage of those leads converted into opportunities. Luckily, marketing automation can help you develop a way to measure leads. Getting visibility into the leads after submitting them to the sales team is a bane for many marketing departments.

After implementing a marketing automation tool, both sales and marketing will have a singular view of a prospect, lead, account, and opportunity. Marketing can easily see whether leads are being followed up on, worked, and created into opportunities.

The benefit for marketing is more than just presales lead visibility. On average, only a small percentage of leads passed to sales ever make it to a phone call with a salesperson. You can attribute this situation to the fact that salespeople want to work only the opportunities that offer the best chance to close this quarter, and don’t want follow-up on fresh leads.

Or sales reps might distrust the quality of the leads being passed on to them. Either way, a large number of leads passed to salespeople either can’t or won’t be worked for various reasons. By giving marketing the visibility to leads that are in the salespeople’s hands, the marketing team can see the leads falling through the cracks and bring them back into the marketing funnel.

This capability can easily help the marketing team reach their revenue goals by getting more value out of leads already created. With the long length of many B2B sales cycles, the ability for the marketing team to pull leads back and track what happens to marketing-sourced leads has allowed many companies to drive more revenue out of their existing performance.