How To Coordinate Lead Generation and Marketing Automation

With around 70% of marketers increasing their budgets for marketing automation year after year, you might be missing out on a significant portion of profits by not synergizing lead generation and marketing automation. The more consumers you process, the greater the importance of having a streamlined, automated, and personalized marketing pipeline.

The good news is that AI-driven systems like Phonexa can effectively coordinate lead generation and marketing automation by handling most, if not all, of business objectives in the background while you are focused on more important strategic decisions.

Did you know that only 41% of marketers believe their customer journey is automated enough?  You still have a chance to outperform a vast share of marketers – actually, most of them – by upgrading your marketing environment into an all-encompassing, self-sustaining, automated lead management ecosystem that covers your marketing from top to bottom.

This is what we at Phonexa have been doing for over a decade, helping our clients – performance marketers, affiliates, advertisers, and affiliate networks – cover all their marketing needs with a single software suite without juggling between systems and reports.

“It’s surprising how many platforms don’t give you that full control – that’s the feedback we hear from a lot of our clients. They just love the fact that whatever they’re trying to achieve, they can do it. That’s what I mean when I say that our goal is to build the best system possible and get out of the way – we don’t want to be there grabbing the headlines and restricting what our clients can do.” – David Pickard, CEO at Phonexa, from Phonexa’s Amplify webinar series

But I might be getting a bit ahead of myself. Let’s unpack it step by step, from the very beginning to the very end of the customer journey and beyond to the retention stage.

Book a demo to learn how Phonexa automates businesses that buy or sell leads and calls.

How To Automate Lead Generation with Marketing Automation Solutions in 3 Steps

First things first: To improve your lead generation, identify the weakest spots and address them first. Speaking of which, 43% of marketers say that improving customer experience is the most important advantage of automation, followed by 38% who use their time more effectively and 35% who enhance data accuracy and decision-making.

Therefore, it may be best to begin with a comprehensive marketing audit that leverages the collected and analyzed information from your current lead generation campaigns. If you’re using Phonexa, you’re getting this data continuously on a silver platter – all essential information is pulled into a single dashboard where you can manage all your campaigns.

Now, let’s review the three main intersections of lead generation and marketing automation for businesses that buy or sell leads or are in the middle of the process as an affiliate network:

• Lead tracking
• Lead distribution
• Lead analytics

Read also: Ways to Improve Affiliate Marketing Lead Generation

Lead Tracking

Whether you generate leads for sale or your own business, it’s crucial to know who your target audience is, what they want, how they interact with your brand, and how you can improve UX at every touchpoint in the customer journey.

Automated lead tracking with a system like LMS Sync does all of that:

Lead tracking for publishers	Knowing the details about the generated leads makes it possible to pre-quality leads before submitting them for sale, which you can do by growing your reputation as a reliable lead source. Likewise, publishers who consistently supply purchase-ready leads may be able to negotiate higher per-lead rates or a higher commission on sales.
Lead tracking for advertisers	Knowing the details about the leads you are offered enables you to accept or reject the lead depending on whether they match your target audience. With Phonexa, you can manage inbound leads based on their quality score, purchasing only high-quality leads that meet your expectations.
Lead tracking for affiliate networks	As an affiliate network, you can track leads from both the affiliate’s and the advertiser’s side, establishing a win-win market through data-driven lead distribution. Additionally, you can protect advertisers from low-quality, irrelevant, and fraudulent leads, keeping the process clean, fair, and safe.

Take this quiz to evaluate your understanding of and practices related to preventing fraudulent activity.

As I’ve already mentioned, lead generation and marketing automation with Phonexa is quite simple, with the most essential data being pulled to a customizable dashboard. You can display your daily revenues, the number of leads sold or purchased, acceptance rate, and EPL, as well as visualize your performance to see how your campaigns evolve over time.

Read also: The Future of AI Lead Generation

And if you go beyond the dashboard, you can view data such as the status of each specific lead and how many times they were offered within 24 hours, 7 days, 14 days, and a month. On top of that, you can access details like the lead’s location, state, and more.

Here’s what the LMS Sync dashboard looks like (the view of an affiliate network):

Important: Affiliates, advertisers, and affiliate networks have access to different data points on their campaigns, with the latter receiving the most comprehensive information.

Lead Distribution

Lead distribution is at the very core of marketing campaigns, determining which leads are sold to which advertiser and connected to which department. This is why it’s crucial to have a flexible lead distribution system that enables you to secure the best offers on the market, maximize the value of the leads you purchase, and eliminate unqualified leads.

Read also: Cutting Down on Lead Costs – The Real Impact of Dynamic Bidding Strategies

With Phonexa, you can use the following lead distribution strategies:

• Price-based lead distribution: The lead goes to the highest bidder, so you can increase your revenue, which may make sense in high-ticket affiliate marketing campaigns where you get a lot of leads and can connect them to various buyers based on how much they pay, while not leaving any of these advertisers without traffic for a long time.
• Priority-based lead distribution: The lead goes to the highest campaign in your ping tree – a stack of campaigns – which allows you to arrange advertisers in the order of priority. For example, you can set up the system to route leads to your most loyal partners or those who’ve historically received fewer leads from you.
• Weight-based lead distribution: Leads are distributed according to the percentage assigned to each campaign, allowing you to configure your lead flows as needed. For example, you may want to allocate a slightly higher rate of leads to companies that pay more while also satisfying the demand of other buyers.
• Ping Post: Some of the lead data, such as the lead’s ZIP code, product interest, and age, is sent to all eligible buyers, who then place their bids. The winner receives the rest of the details, like the lead’s phone number and email.
• Even distribution: Leads are distributed evenly among advertisers, which democratizes the market and allows you to keep a perfect balance between buyers.

 

Lead Analytics

For all accepted, rejected, flagged, converted, and bounced leads, you can use lead analytics software that automatically identifies actionable marketing patterns and provides suggestions on budget allocation, targeting, nurturing, conversion strategies, and more.

• Eliminate duplicate leads, making sure you’re the first buyer to get the lead info
• Identify trends and blind spots by comparing lead generation campaigns against each other
• Unlock underappreciated revenue sources you can use to your advantage

Take a product tour to explore Phonexa’s lead tracking and analytics in action.

How to Improve User Engagement on Your Website

With your landing pages and website being major touchpoints in the customer journey, automating website data collection and analytics is a must to realize your full lead generation potential. 

Within Phonexa, you can use a website behavior analytics tool, HitMetrix, which collects and visualizes user interactions with your website and forms – how they scroll, where they click, what catches their attention, and what hinders conversions and purchases.

No less importantly, you not only get interaction statistics but also visualized heatmaps that inform why scrolls and clicks aren’t converting into leads. In addition, you can choose to record every user session to track user behavior, identify patterns, and spot trends.

 

Marketing Automation and Lead Generation: Forecasting Campaign Outcomes

Without a doubt, lead generation and marketing automation are all about making every dollar count. For that, you can use Phonexa’s predictive modeling software, which is analytical algorithms that predict marketing outcomes for specific parameters based on historical data.

Read also: Predictive Lead Scoring – How to Make Sure You Buy The Leads You Need

You can select where, when, and to whom you want to display your ads and get a data-driven estimate of the campaign’s success. Then you can change targeting variables and run more simulations – potentially an unlimited number of simulations – until you’ve achieved the expected ROI or the desired outcome. After that, you can safely enliven the winning campaigns.

 

Your All-in-One Lead Generation Automation Software Suite

Whether you’re an affiliate, advertiser, or affiliate network, Phonexa can automate and streamline your lead generation and acquisition by unlocking exhaustive insights into your leads and phone calls. The best part is that all our solutions work in synergy with each other, allowing you to approach marketing campaigns from multiple angles, such as following up with bounced customers through automated emails.

“Our ethos, our job is to build the most capable software possible and then get out of the way. Build all the features and functionality, giving our clients pure flexibility, pure control, and failover redundancy – essentially, build a robust system that never hinders our clients.The worst thing in the world is when you scale a brand, you start generating traffic, and then your system or your software is what’s holding you back. So our logic is to build as much functionality as you can under one roof and then get out of the way.” – David Pickard, CEO at Phonexa, from Phonexa’s Amplify webinar series

On top of that, built-in add-ons like iClear can ensure you only accept leads that meet your expectations while rejecting or flagging duplicates, low-quality, irrelevant, and fraudulent leads. You get it all in one place: a data-driven ecosystem that eliminates guesswork.

 

Get Phonexa’s all-in-one performance marketing software suite at a single price:

Build your plan now, or book a demo to learn more about Phonexa.

Frequently Asked Questions

What is automated lead generation?

Automated lead generation is a process where most marketing routines are completed automatically by software that uses pre-designed scenarios and self-learning algorithms. This includes ad placement, lead tracking, lead distribution, lead analytics, and more.

To what extent can you automate the lead generation process?

You can automate almost every aspect of lead generation, from ad placement to lead tracking, distribution, analytics, and post-purchase follow-up or re-engagement. 

However, the most challenging part is to keep the customer journey logical and coherent, which is why automation is often more effective when implemented by a single suite of software rather than multiple different solutions.

What is the best automated lead generation software?

Phonexa may be the best lead generation software on the market, particularly for performance marketers seeking to cover their campaigns comprehensively with a single solution. We unite eight proprietary tools under one roof, providing you with a comprehensive marketing toolkit.