A lead magnet within LSH is website-provided content targeted to HCPs or patients in exchange for contact
information. Examples of frequently used lead magnets include gated content, e-learnings,
webinars, animations, infographics, tutorials or free trials. The purpose of a lead magnet is
usually to generate new business.
The lead magnet should be relevant and problem-solving for the target audience. Only
then is there enough added value to convince the prospect to submit some contact information, at least name and email address. By obtaining this opt-in / consent, the
first target has been achieved.
Opt-ins generated through a lead magnet arrive at the top of the funnel. These are ‘marketing qualified leads’, the prospect is looking at the topic and might be interested in related ones.
If the prospect is interested in your product or service, by properly nurturing the leads, these can be converted to ‘sales qualified’.
The success of lead magnets is not only determined by obtaining contact details.
Why is a lead nurturing flow important?
Warming up your leads is called lead nurturing. This can be done through relevant flows of
follow-up activities and messages, based on the original lead magnet.
This increases the conversion rate to the bottom of the sales funnel. Ultimately, the goal is to prepare the prospect to receive more information about your
organisation and product/services, by having multiple touchpoints before your sales
team takes over.
If you skip this process, it will likely ruin your effort into the lead magnet. Therefore, marketing
teams are responsible first before giving the sales team approval to reach out.
Using marketing automation tools for your workflows
Lead nurturing workflows can be fully automated by using automation tools. This allows you to
efficiently organise a series of sequential interactions. For instance, by using an automated flow of email
marketing or follow-ups through other (social media) channels. Some of the most popular marketing automation tools used in LSH are ActiveCampaign, Hubspot, Salesforce
and Marketo. Some of these also feature more advanced inbound marketing features, such
as content management systems.
Email marketing remains a powerful method for warming up prospects in Life Sciences & Health.
You can get attention without imposing yourself, which is more likely to happen when cold calling is applied.
In addition, the recipient can decide for him or herself when to take a look at the information. Follow-up activities in your lead nurturing strategy can be triggered based on the
interaction with the content. Extra insight is obtained into the interactions due to the automation
tools. This enables the marketer to optimise the flow.
Prospects that have gone through the flow eventually end up being ‘sales qualified’. By now, they
are more familiar with the organisation and its services. Sales will also know exactly through
which magnet and follow-up interactions the lead came in. The use of generated insights into the buyer’s
journey results in better conversion.
Lead scoring
To measure the quality of incoming leads, marketing automation tools give a score to each
prospect. This score is based on the number of interactions the prospect has had during the
marketing process. When a prospect has gained a certain number of points, it is transferred to
the sales team.
A prospect can be qualified as a ‘warm lead’ when it has interacted with multiple assets. These
would typically be; emails, webinars and your website. In some cases, there are specific interactions that can instantly mark a lead as sales qualified. For example if the prospect filled in a specific request form (e.g. sample/quotation). As long as there are no interactions, the
prospect is considered to be a ‘cold lead’.
Audience segmentation
Based on the data that marketing automation tools collect, segmentation can be applied within the
target group. These different subgroups are then targeted with the most relevant marketing
strategy. The segmentation of the target groups can be done based on location, the pages
visited or other characteristics. Then, buyers’ journeys can be personalised based on the
audience segment. This creates a better customer experience overall.
Benefits of marketing automation
Marketing automation helps you ease marketing efforts and provide results based on a continuous flow of marketing activities. We have listed down a few points explaining the benefits of marketing automation.
More insight into your prospects through a central database: Marketing automation tools use a central database. This gives you more insight into the communication with the (new) prospects. It also helps you build your own database that you can always fall back on. Based on these insights, you optimise the buyer’s journey from opt-in to customers.
Closer collaboration between marketing and sales: Usually, the marketing department is responsible for supplying leads and then sales take over. Marketing automation tools provide insight into the entire buyer’s journey. This makes it easier to determine the right moment for sales to get in touch with the prospect and to discover and solve pain points during this handover. The closer collaboration brings marketing and sales together and creates a valuable sales funnel, better conversion rates and overall communications in a similar tone of voice.
Ready for the future: Due to continuous technological development, more and more processes and tools are suitable for automation. Its importance is described as follows:
– Saves time
– Tailored journey
– Nurturing
– Data insights
– Data management
– Better results
Looking to implement marketing automation?
The experienced digital marketing specialists at Medical Digitals are happy to help you create
and optimise your lead generation processes. Do not hesitate to contact us. Mail to
info@medicaldigitals.com or call +31 (0)20-3080208
