Generate and Nurture Leads

Attracting customers and recognizing them

Attracting customers and recognizing them Juho Mattila LianaCEM is a retargeters best friend. We offer a wide range of retargeting features also for all advertisement networks. Juho Mattila Business Director, Marketing Automation, Liana Technologies

With marketing automation customers can be lead to certain products or companies even before they have identified themselves. A good example is to certain groups retargeted advertisements, that can be used to influence a potential customer right from the start. Taking marketing automation further requires indentifying the customer.

Identifying the customer is one of the most critical phases in marketing automation. After filling out their contact information, a website visitor will turn from a faceless internet user into a potential customer with a name. They will be built a profile, which will start to fill up with information about for example newsletters, social media, the webstore or CMR system.

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Generating Leads

View image Generating Leads

How to make your customers identify themselves? It’s simple: by offering something interesting, for example information, entertainment, discounts or social networking.

  • A newsletter with interesting content
  • An opportunity to take part in an event or training
  • A contest or free WiFi
  • High-quality white papers or guides
  • Trying out new products
  • A chance to take part in product development and brainstorming
  • A discount coupon
  • Priority shipping
  • Automated messages about the availability of products
  • An option to write and read product reviews
  • Memberships to customer loyalty clubs or interesting online communities

Nurturing Leads – From interest to customership

Nurturing Leads – From interest to customership

Once the customer has been identified, all their actions will be saved. A picture of the customer and their needs will start to form.

Small automation actions can take a lead towards customership. For instance, after a customer has subscribed to the newsletter they can be sent an automatic welcome message that introduces the company and may also contain a special promotion. A few weeks later another offer can be sent and after this a newsletter that encourages the customer to download a new white paper.

Downloading the white paper can be a new trigger point that automates an invitation for an event. Depending on the customer’s previous actions they can also be shown different views of the website, for example call-to-action versions: should you recommend subscribing to the newsletter or is it time to lead the customer to buying?

It is important for the sales and marketing teams to decide together, when a lead will be transferred to the sales team for a personal approach. Is it after a certain number of events or visiting the product page? All in all, when an automatically nurtured customership is called the first time it is anything but a ”cold” call.

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What our customers think

As the amount of email people receive keeps growing , the need to offer more relevant and targeted content becomes a requirement. We also had an internal pressure to save resources and reach our goals. This made it necessary to automate some of the messaging instead of doing it by hand.
Johanna Koskela Communication Specialist, The Finnish special library Celia
Liana Technologies is our key partner in handling communication solutions. It's extremely efficient and practical to have all the digital solutions we need from the same provider.
Johanna Otranen Head of Communication, Destia

Interested? Contact us for more Information!

Interested? Contact us for more Information!

Do not hesitate to contact us and get to know LianaCEM better.

LianaCEM™ is an agile marketing automation tool that makes it easy to start doing the practical work. Marketing automation doesn't have to be a tedious IT-project – by choosing an agile platform you can quickly start from the basics and then move step by step towards a more refined automation plan.

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