Notes

Now that Sid has painted a picture of the different sources of lead generation, I'm going to be briefly talking about how the usage of a marketing automation tool will take us a long way in terms of both lead gen and lead engagement.

To start off with, once the leads are in through various means...let it be the website or it can even be from a student fair that the bank has conducted...we can maintain these prospects as lists on FM and further maintain segments of them.

Once we've segmented them out, we'd now be able to run standalone campaigns(bulk campaigns) to route these leads to our website where further interactions can happen either through the chat portal or through the contact us form. We can have couple of click to action buttons on the emails that we send out to peak the interest of these leads.

This was the bulk campaigns in specific. If you however wish to run several steps and also leverage the integration that exists between FM and FSA, you'd be able to setup marketing journeys, which automatically adds a lead/contact into the CRM after checking the interaction and engagement levels of the prospects that you have through emails or website visits.

This is was a gen overview of what the marketing automation can do for you. Now let's quickly navigate to our CRM freshsales.

On Freshsales, which is our CRM, once all the leads are in through various sources and channels, the concept of lead scoring is going to come into picture. When the leads module is flooded with leads, freshsales automatically helps you prioritize over the leads that you have by bucketing them into 3 categories-hot/warm/cold based on their levels of engagements. Again the factors that are going to be taken into consideration is something that is going to be customizable.