Why Marketing Automation is a Key Piece of Lead Nurturing?

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A well-built lead nurturing process wastes the time and energy of your sales team while also frustrating your prospects. Automation, on the other hand, gently guides your target prospects through the sales funnel, removing barriers to conversion and supercharging your sales cycle. Here’s why marketing automation is a key piece of lead nurturing. Alex is the director of strategic internet consulting in London and helps companies generate qualified leads with inbound marketing.


Effective lead nurturing begins when a visitor lands on your website and continues throughout the customer relationship. Emirates, for example, nurtures its leads through a personalized email campaign. Their “Let the celebrations begin” tagline is tailored to the Indian market, but their customers are worldwide. By building relationships with them, Emirates is able to attract and retain customers. Email MarketingFX marketing automation helps businesses do this.

Today’s lead generation process requires businesses to persuade several stakeholders. A residential roofing company must persuade a variety of household members. Similarly, a commercial roofing business must persuade several stakeholders. And most B2B sales depend on seven to 12 stakeholders. Automated lead nurturing software allows businesses to build journeys for each decision maker based on their needs and interests.

Marketing automation allows marketers to easily deploy campaigns across multiple accounts. They can schedule interactions to meet the needs of each lead and save time. Automated communication with prospects allows companies to keep in touch and build relationships. It is also a powerful tool for identifying customer segments. This marketing automation software can create a database of relevant content that is customized for each customer and brand. The emails, blogs, and ads are all relevant to the buyer persona and your brand.

Emails that nurture leads should build trust between them and the business. The initial hooks for these emails are the subject line and a personalized greeting. Emails sent to leads should be educational, helpful, and persuasive. They should move the lead toward doing business. If they’ve engaged with Dropbox for a long time, they should be directed to download their free trial or demo. Lead nurturing emails should be targeted, but they also need to be tracked to gauge effectiveness.


Marketers may want to personally follow up with leads, but they may not have the time to do so. Marketing automation tools, like Zapier, can help marketers offload repetitive tasks and focus on high-touch efforts. Marketing automation software integrates different marketing tools to automate tasks such as lead re-keying and welcome email sequences. Marketing automation tools reduce the chances of human error and ensure that leads are treated as valuable customers.

Modern advertising takes place across platforms like Facebook and Google. Businesses can create targeted ads that draw users down different funnels based on demographics and interests. If businesses spend too much time managing these ads, they won’t be able to sustain the effort in the long run. Zapier automates processes across different marketing tools. For example, if a business wants to automate Facebook ads, it can use Zapier to connect Facebook and Google.

Automated email campaign software is a popular choice for sales-oriented businesses. It automates marketing messages at specific intervals. It also automates various tasks such as managing email subscriber lists. With Zapier, you won’t have to spend time configuring multiple apps and manually integrating them. Zapier connects your favorite tools and automates them. Zapier automates many aspects of marketing, from advertising to tracking leads to managing events.

Zapier connects social media accounts, blog posts, and email providers. It is also used to connect various online apps. For example, Zapier can send an email when a new email is received or copy it to Dropbox. It can also notify users in Slack when an email has arrived. Other functions are customizable. You can create as many as you need for your lead nurturing strategy.

HubSpot’s workflows tool

Workflows are a crucial piece of lead nurturing in HubSpot. They allow you to automate internal processes like sending follow-up emails and notifications when your leads have made a purchase. By using workflows, you can automate processes that would be time-consuming otherwise, like sending follow-up emails to prospects who have not purchased from you yet. Workflows are a great way to automate processes that would take you hours or days to complete manually.

Workflows let you create automated processes that move leads from awareness to consideration to decision. Each step of the workflow can have a goal, such as requesting a consultation. This goal should be quantifiable in HubSpot. Once the lead meets the goal, they will be removed from the workflow and will no longer receive automated marketing emails. But it is not enough to simply assign workflows to your leads; they must follow the right steps in order to be nurtured.

A good lead nurturing workflow should provide value at every stage of the buyer’s journey. Workflows should encourage conversion. HubSpot’s workflow tool automates nurturing of your prospects and helps you measure the results of your campaigns. This tool can send curated content based on interactions with your website or lead form. You can also set up follow-ups to convert prospects.

HubSpot’s workflow tool is another important piece of lead nurturing in HubSpot. Workflows can automate marketing tasks and eliminate repetitive activities. They make lead nurturing a breeze by making it easier for you to connect with your leads and show them that your business values them. In fact, 79% of marketing leads never make it to a sale. But with HubSpot, you can automate your entire lead nurturing campaigns by setting up workflows for different scenarios and possible outcomes.


One of the most important parts of lead nurturing is segmentation. Segmenting leads allows you to deliver a more tailored message and increase the quality of your lead generation program. This process is not straightforward, however. To create an effective lead segmentation program, you must target your audience by their specific needs. For example, a marketing company for BMW X5 must understand what key selling points attract BMW X5 buyers. Once you know what these buyers are looking for, you can create content that will attract them.

Marketing automation is critical for lead segmentation. This process allows you to track more data about your leads. You can target them by their interests and behavior, and you won’t waste your marketing team’s time with unqualified leads. The goal is to turn your leads into customers. Segmentation allows you to do this with less effort. To make it easier, you can also automate lead nurturing.

When it comes to lead segmentation, the process of breaking leads into smaller groups based on similar characteristics will improve the likelihood of converting them into customers. For example, you can create separate lists for visitors to your homepage and those who visit specific product pages. This will help you create a more targeted lead nurturing program and maximize sales. By creating a separate list for each group, you can easily send personalized messages to those who are most likely to make a purchase.

Lead nurturing should focus on creating relationships and building brand loyalty. This means understanding which messages resonate with your audience and creating content accordingly. The messages sent should be value-based and relevant to their needs and stage in the buyer’s journey. The more value-based content you deliver to a lead, the more likely they will convert into customers. It also helps you establish trust with your customers. This is crucial in today’s short sales cycles.


A good marketing automation solution will support multifaceted lead nurturing campaigns. Lead nurturing is an integral part of the sales process, and can improve your company’s overall customer experience by automating processes, increasing personalization, and streamlining processes. Automating your lead nurturing efforts with marketing automation software will save your company time and effort while allowing your sales team to focus on building relationships with customers. Here are some key benefits of using marketing automation for lead nurturing:

First, flexibility is a crucial piece of marketing automation for lead nurturing. A marketing automation system can streamline the process of sending out emails to leads, including those who are in the decision stage and have a high chance of becoming a customer. It can help you prevent lost leads, and send the right content at the right time. Another benefit of using marketing automation is the ability to personalize content based on customer behavior and demographics.

Flexible campaigns allow you to customize the way you engage with your customers. You can create a branching workflow for each customer, based on their interactions or filters. Flexible re-engagement workflows help your marketing team increase customer retention and improve conversion rates. Flexibility is essential for reaching modern customers, especially millennials. In fact, according to a survey conducted by 2020, 96% of consumers said they would consider switching brands if they were unhappy with their experience.

In addition to providing greater personalization, marketing automation for lead nurturing helps you track and analyze the results of your campaigns. It is possible to segment your leads and create campaigns that can automatically email them with relevant content. You can also send automated surveys after an interaction to improve your ROI. It’s important to understand your audience before launching a campaign and marketing automation is a great way to achieve that.