How to Generate and Automate Leads with Inbound Marketing

Generating leads and engaging with customers requires a bit of a time commitment. However, there are ways to streamline your leads and automated your follow-up. Read on to learn about how to generate and automate leads in your inbound marketing campaign.


What is Inbound Marketing?

Inbound marketing is customer-oriented and customer-driven. Simply put, inbound marketing starts with valuable content that your target audience wants, instead of just advertising your services. In a traditional marketing model, you would simply “spread the word” about your business through print or online ads. With inbound marketing, you instead focus on providing valuable information or items your customers can use. For example, you might start with an ebook, a quiz, a checklist or a blog that your ideal customer might find useful. You dangle that content offer to get nibbles in exchange for a form fill or phone call and then follow-up with more direct advertising. 


Lead Generation

Lead generation is about building awareness of your brand and engaging customers as they move through buyer’s journey toward a purchase or decision. As part of an inbound strategy, lead generation is part of the second stage as visitors know a little bit about you and more towards sales. So, how do you generate leads?

You dangle an enticing offer in front your lead, in exchange for their contact information. The goal is to get just enough information so that you can gauge where in the buying process that new lead is and send them the next most relevant information, so they hopefully buy your product or sign up for your service. Trial offers, referrals, blog posts or even an optimized video can generate leads for you. The key is planning what marketing channels you are going to invest your time in and what assets will be attractive to potential leads.


Lead Automation

Now that you have your landing page set up and marketing and sales leads coming in, you can free up even more time by automating some of these steps, through lead automation. Lead automation can eliminate, and channel leads appropriately for you. For example, a chatbot on your site can eliminate the need for customers to call salespeople for location directions and hours. You can also add email automation reminders when a customer has left something in a shopping cart or visited your site multiple times without becoming a customer. Offering more information, valuable downloads or an offer at this stage might compel your lead to become your customer.

The real value in automation isn’t eliminating communication with your customers, but instead building communication on their terms, guiding them through the buyer’s journey towards a purchase. These lead nurture campaigns build authority and integrity because you are providing solutions to specific problems without cold calls or awkward emails messages. 

Your lead generation efforts should drive organic leads to your site, where inbound marketing automation tools (like HubSpot) can assist in nurturing leads to sales decisions. Nurturing leads and offering valuable content and assets is important because people typically don’t make purchasing decisions without a perceived value. By building these automation channels early, you can streamline lead follow-up and save yourself time later.

Free Download: Everything You Ever Wanted to Know About Inbound Campaigns

Content is critical, and the best way to create compelling content is by providing value. Inbound campaigns help you find, target, and convert your ideal audience. Click "get my eBook" below to learn how to create buzz-worthy Inbound campaigns that drive action. 

BizzyWeb is a Minneapolis-based digital marketing and web design agency that helps companies get the high-quality leads they need to grow and thrive. Our tactics include inbound marketing, SEO, advertising, web design, content creation and sales automation. We are an accredited HubSpot Platinum Partner and we offer full-service HubSpot onboarding, enablement and strategy for new and current users.

Dave Meyer
Author: Dave Meyer
Dave Meyer is President of BizzyWeb. Dave has more than 20 years of experience in marketing and communications and has presented digital marketing topics to thousands of people across the US and Canada.