5 Steps in Marketing Automation: How to Generate and Close More Leads

Automated marketing communication in channels such as email, SMS or web offers many personalization options for each client, which helps in making your communication more effective. Our experience shows that thanks to marketing automation the conversion rate can increase even four times, whereas the average time spent on the site can be longer compared to traffic coming from other sources such as Google Ads, Facebook or organic search. Want to know what steps in marketing automation can help you increase sales? Read on!

Step1: Building Sales Funnel

To be able to contact each client and adjust the content to his or preferences successfully, you need to know whether he or she was about to buy any of your products. That’s why the first step you should focus on is defining stages and actions in your sales funnel. Then, after exporting your contact base from your CRM into the marketing automation platform, each contact should be tagged depending on which sales stage it’s on. So, if you know that your lead is interested in the product because he/she contacted your customer support but didn’t take any further steps to buy it, he/she can be qualified as a prospect client – and that’s how he or she will be tagged in your platform. Thanks to this, you’ll know that this person should receive general content that will slowly encourage him or her to make a purchase.

What’s more, the tagging will help in quickly checking how many leads are on each stage of the sales funnel. You can also track how fast your leads movie from one stage to the next.


Step 2: Acquiring More Leads

One of the most effective actions that can help you in acquiring new leads is creating interesting and diverse content. Apart from articles that are widely available on e.g. your blog, create premium content, such as reports, longer articles and webinars, that require subscription to e.g., a newsletter. This will help you grow your contact list! If you also generate offline content, e.g., a printed magazine, you can offer access to it in return for a subscription.

When creating a subscription form, remember to use double opt-in method. It will help you get to the most engaged subscribers and confirm whether the email addresses provided actually exist. You will avoid wasting time on contacts that in fact don’t want to receive any of your messages.

Remember that offering a tangible benefit in return for leaving an email address is one of the most effective methods to create your own contact database.

Step 3: Onboarding Communication

To make the most of your new subscriptions, it’s best if you prepare a communication workflow that will be activated right after e.g., the newsletter subscription. Schedule a message that will inform your new contacts about the frequency of your emails, the topics that you will cover and add some information about your product.

This stage is important because this is when your subscribers are the most engaged. The onboarding email statistics show that you can count on remarkably high OR and CTR.

Step 4: Segmentation

To boost the content personalization, especially when it comes to the new subscribers, you should start with a segmenting message. It will help you define which content is the most interesting for your contacts.

The best practice is to send 3 different messages – one per week. Each of them should link to 5 articles of different topics and mirror the segments of your subscribers. Scoring or goal measuring will help you identify the content type that your leads are most interested in. Then, you can adjust your further communication to each contact more effectively.

Step 5: The Bottom of the Funnel and Other Channels

What should you do with people who have gone through all the sales funnel stages? It’s best to set a rule that will assign an individual expert to such a contact. If you’re in e.g., retail, then try to engage the bottom-of-the-funnel subscribers by giving them additional discount or adding them to a loyalty program.

You can also send 5 messages – one every other week – that will encourage prospects to use e.g., some of your exclusive offers.

If the contacts won’t engage in your email communication (e.g., they don’t open messages), you should try a different way of contacting them. Send them an SMS or a mobile push message instead. However, on this funnel stage, your OR should be the highest because you contact the most engaged subscribers.


Marketing automation helps you not only to save time but also to personalize communication and improve your sales process. Have any questions? Ask them in the comment section below or go to yetiz.com

This article was written in cooperation with Yetiz Interactive agency that helps businesses implement and make the most of marketing automation tools.

Written by
Jarek Wasielewski
Digital Content Specialist at ExpertSender
After work: local historian. Double bass enthusiast.
See it in action
Find out how you can boost your revenue with ExpertSender’s Multichannel Marketing Automation.
Ask an expert
Demo ExpertSender