The goal of automation is to manage and serve users effectively - increasing their likelihood of making a purchase while building their loyalty and engagement for the future.
What is a sales lead?
A sales lead is a potential customer who has expressed interest in a company's products or services. It can be a person or an organization that, for example, submitted their contact details in a form on your website, signed up for a mailing list, or used a free trial of a product.
Types of leads
Hot leads
Hot leads are people who have shown strong interest in a product or service and are ready to make a purchase decision. They may already have all the information they need and be ready to finalize the transaction. With hot leads, a sale is most likely, which is why they should be a priority.
Warm leads
Warm leads are potential customers who have shown interest but are not yet ready to make a purchase decision. They may need more information or more time to decide. Warm leads require nurturing - regular, valuable communication that helps build trust.
Cold leads
Cold leads are people who may match your ideal customer profile but have not yet shown active interest in your product or service. Working with cold leads calls for education, awareness building, and patience.
How do you generate sales leads?
Generating sales leads is a fundamental stage in every company's marketing and sales strategy. Once a sales lead has been identified and properly qualified, the company can guide it through the subsequent stages of the sales process.
Automating hot lead conversion
The most important factor is identifying potential customers who are likely to convert - that is, to make their first purchase - thanks to a targeted incentive. This method of acquiring consumers and driving conversion uses AI to target users precisely.
Automating lead conversion helps to:
- increase the average order value
- increase the number of units per transaction
- encourage the first purchase
When you cannot reach a user by email or mobile phone, you can turn to omnichannel communication - combining different communication channels such as social media, online advertising, or coupons and vouchers.
The effectiveness of automation for hot leads in eCommerce
The effectiveness of automation for hot leads in eCommerce has been confirmed by many market studies. According to the report "The State of Retargeting" published by AdRoll, users who received retargeting ads were 70% more likely to make a purchase compared to those who did not.
The report "The Impact of Personalization on Performance" published by Epsilon shows that users who received personalized communication were 20% more likely to make a purchase than those who received generic messages.