Lead Generation Automation: How To Maximize Its Full Potential

For B2B and some B2C companies, leads are the critical input required to power the rest of the sales pipeline. To handle the challenge of generating these leads, many marketers and sales reps turn to automation. In a DemandSpring report, 50% of respondents reported that they wanted to boost lead generation with marketing automation.

The investment is paying off. A recent Ascend2 survey found that 86% of sales teams deem their marketing automation efforts somewhat successful (64%) or very successful (22%). Of course, with over 625 vendors in the lead generation software vertical, there are many avenues and sales channels to pursue. How do you know which automations are the best for your business? We’ll walk you through three of the highest ROI lead generation automation opportunities in 2022.

What Is Lead Generation Automation?

Lead generation automation is the use of software to perform tasks that help with attracting leads and capturing their information.

Keep in mind, lead generation is distinct from inbound marketing. The goal isn’t just to capture traffic but to transform anonymous visits into identified prospects.

Let’s say any time a potential customer fills out a “Request a quote” form on your website, they receive an automatic email from a sales representative. The welcome message contains a link to some scheduling software so the lead can book a meeting with the sales rep. In this instance, there are several lead generation automations at play: the trigger email, the lead routing/matching in the CRM, and the real-time updates to the sales representative’s schedule.

Why Is Lead Generation Automation Important?

According to an automation survey from Marketo and Ascend2, 91% of those who use marketing automation software say doing so is “very important” to their program’s overall success. But what makes automation so effective?

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