Your leads can come from a variety of places, from a demo request form to an email nurture sequence.<\/p>\n\n\n\n
No matter their source, you can manage each effectively by using marketing automation. Why? Because marketing automation allows your customer-facing teams to uncover hot leads in real time, access invaluable insights on each, and take action\u2014all without leaving your organization’s business communications platform (e.g. Slack<\/a>).<\/p>\n\n\n\n We\u2019ll review how, exactly, marketing automation can support your lead generation and nurture efforts by walking you through 3 examples.<\/p>\n\n\n\n Related: <\/em>The ultimate guide to implementing marketing automation<\/em><\/a><\/p>\n\n\n\n To have any chance at converting an inbound lead, you\u2019ll need to respond to them in minutes. Research by the Harvard Business Review<\/a> proves why: Delaying your organization\u2019s response time from 5 to 10 minutes lowers your odds of qualifying a lead by 400%.<\/p>\n\n\n\n So how can you enable your reps to contact inbound leads within 5 minutes? By routing leads intelligently. <\/p>\n\n\n\n Here\u2019s how your lead routing workflow<\/a> can work:<\/p>\n\n\n\n Once a new lead comes in, an enterprise chatbot can message the appropriate rep in a platform like Slack and notify them of the lead. The message can include the note the lead left when they submitted the demo request (if applicable), their details in your CRM (if it exists), insights from an enrichment tool like Clearbit<\/a>, etc. The rep can then decide whether to accept, reject, or reassign the lead with the click of a button.<\/p>\n\n\n\n1. Route leads intelligently and through the platform your reps already use<\/strong><\/h3>\n\n\n\n