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Does Automation Impact Lead Conversion Rates? [CHART]

Monday, May 7, 2012

Author: Paul Teshima

We have been tracking lead conversion rates from campaigns for the past 3 years, and when we did an analysis to compare campaigns with automation, to those without, we were not surprised to see that automated campaigns on average have a >200% higher conversion rate.

lead-managementHowever what we were surprised to see was that as conversion rates have decreased, automated campaigns dropped only 30% over the past 3 years, compared to 75% for "batch n' blast" campaigns.  So not only do automated campaigns have higher conversation rates, they also have been much more resilient in maintaining them.

But you may be asking yourself why?  The answer is simple...time. Time has become one of the most important ways to personalize your message.  Sending campaigns based on your buyer's timeline, will ensure they are more interested in the content you deliver.  In fact we would argue recency = relevancy in many cases today.

So what should you do?  Automate your campaigns, so they can respond in real-time to your buyer's actions.  For some good campaign ideas, take a look at this Grande Guide to Lead Nurturing, one of the more popular types of automated campaigns.

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