How to Automate a Lead Engagement System

landing pageTechnology has allowed us to move past the days when we simply drove a prospect to our website, captured their name and email address, and started them in a drip system in hopes that at some point they would click on a link in one of our emails and buy something.

Today’s lead generation system is a fully automated lead engagement system aimed at delivering the right information to the right person at the right time – and helping the sales team spot the perfect prospects ready for further engagement. By chaining together a series of web based applications you can create a system that engages, analyzes, and even gets pretty close to thinking about how to create better leads.

Below is an example of how a system like this might flow

  • Run a series of ads using Adwords and Facebook promoting a free downloadable eBook
  • Create seriously interactive and user friendly landing page forms with wufoo
  • Automatically test two versions of landing pages using a landing page tool like Unbounce or Google website Optimizer
  • Landing page success page includes Audio Acrobat audio recorded instructions on what to expect next
  • When prospect requests copy of free eBook Solve 360 CRM creates a record and sends email to Flowtown
  • Flowtown analyzes the social media activity associated with email and appends CRM record with social media data
  • Based on social media activity criteria Flowtown creates influencer alerts and tags records for segmentation
  • Segmentation information is sent to Constant Contact to enroll prospect in one of a series of email follow-up campaigns based on social media participation
  • Email series invites prospects back to a series of video landing pages using personalized URL technology from SendPepper that also creates a post card mailing with personalized data from the campaign
  • When a SendPepper pURL landing page is visited the Solve 360 CRM creates a task and the appropriate sales person receives a mobile alert to call the prospect

A system like this can be created by any size small business and gives you the kind of fire power that would make a salesperson at a Fortune 100 company giddy – as long as you also monitor every aspect using a tool like Google Analytics to help improve conversion at every step.

The entire process can be designed, monitored and tuned in such a way that it feels appropriate and elegant for each prospect that experiences it. While few things will ever replace person to person contact in the world of engagement a well designed lead engagement system is the front line tool that can help you create the know, like, and trust required to get that all important first meeting.

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  • KristenD

    I think the term “engagement” is key here. There is something to be said for having a strong system in place, as long as in the end you remember the end result which is to engage potential new clients. Great post. Thanks for sharing all of the great info that you do! It is very helpful.

  • ducttape

    Absolutely – if this comes off like a robot with no personal feel, even in the email copy, it won't have nearly the impact and might actually turn some off.

  • Anon

    11 unique points of potential failure – realistic?

  • Brecht

    With you get just about all of that (no PURLs) in a single package with a single bill, we recently added this to our mix and eliminated half of our tools.

  • Paul

    John, sounds like a pretty kool solution. How important is it to have all/most of these functions in one place (application)?

  • marshallengland

    I've got to agree that the approach above is what folks are going to more and more. I recently went through this evaluation process for my new company and came to the conclusion that was one of the foundational tools to implement the above. I had not demoed them in over 2 years, and my have they grown.

  • ducttape

    I think one application would be the holy grail, but in my experience nobody has pulled it off. Even the solutions that position themselves that way have to make compromises in every element to get things to work together. When a provider is focused on only their one element they can make the best of class for that tool.

  • Mike Volpe

    As Brecht and Marshall said (thanks guys!), we believe that HubSpot has build an all-in-one system that has all the essential marketing tools you need – blogging, SEO, social media, email marketing, landing pages / forms, lead management, lead nurturing / drip email, marketing analytics, website management / editing, and more.

    Sure, HubSpot doesn't have crazy things like audio instructions on a thank you page (I would personally find that annoying and always browse with my sound off), but you can still use other tools with HubSpot if you want (like the ones you mention above).

    Disclosure: I work at HubSpot.

  • Nori

    Another area that is worth starting to take a look at in the 'lead generation' space is how mobile internet traffic fits in. The mobile internet space is exploding right now, and soon a good amount of your users will be accessing your website through their mobile devices.

    Are you advertising in the mobile web?
    Will your lead gen pages work well if someone is coming from a mobile phone?
    How does your website look on a mobile phone?

    If people are interested, I am starting to explore some of these topics in a project I'm working on called
    here is an invite code for folks interested in checking it out….still very early days and i'd love to get folks' feedback on what they want.

  • budget planner worksheet

    sounds a pretty cool solution, thumbs-up from my side!!