Sarah Campagna is VP of Account Services for Launch Team, specializing in data driven marketing campaigns for science and technology firms.
AZoNetwork has long been one of my favorite places to spend advertising dollars for some of Launch Team's most technical B2B clients. Serving the Healthcare, Life Sciences, Sensors, Materials, Medical and Nanotechnology fields, AZoNetwork is consistently an excellent source of leads and a referral source for high-quality traffic that demonstrates impressively low bounce rates and equally impressive engagement metrics.
The statistics available through AZoIntel, AZoNetwork's internal analytics software, are a valuable addition to the metrics I am typically reviewing for a client in both their marketing automation platform as well as in Google Analytics.
The Challenges of Lead Follow-up
Making time for new lead follow-up can be challenging when there are other, more urgent leads further down the sales funnel which require attention. Many companies spend time, effort and money on lead generation initiatives, only to forget about anything that is less than certain to close… Too much time is allowed to pass!
Without integrated tools, it is most often a member of the sales or marketing team who is assigned to the manual task of uploading leads which can quickly become an onerous and time consuming task, not to mention opportunities falling down the cracks.
AZoNetwork Finds a Solution
Nevertheless, in the latest update from AZoNetwork, this issue has been addressed and the last gap has been bridged, allowing for seamless integration of the leads directly into the HubSpot CRM. This ensures that as soon as a lead comes in from AZoNetwork, it can be both auto-magically assigned to a member of the sales team via the HubSpot workflow AND targeted with an automated email nurture campaign that will span the coming weeks or months.
Nurtured leads make 47% larger purchases...
Research conducted by ANNUITAS has found that nurtured leads make 47% larger purchases than non-nurtured leads. AZoNetwork leads have been proven to be high quality - why not nurture them?
Timing Is More Important Than Ever
We all know that buyer behavior is changing rapidly. Amazon Prime and Yelp reviews have altered individual expectations even within the high-tech B2B market. Response speed after a request for quote must be faster than it was even just a few years ago. The availability of objective content rather than just sales materials can be the difference when it comes to closing a deal with a new customer.
InsideSales.com reported last year that 82 percent of buyers viewed at least 5 pieces of content from the winning vendor. The content must be genuinely valuable to your potential customer, not just to you. Though Launch Team believes that marketing automation platforms like HubSpot are crucial to sharing content, AZoNetwork is an excellent traffic driver and lead generator, which complements a content-centric marketing plan.
Give Leads More of What They Came For
AZoNetwork is an excellent place to expose potential prospects to your educational content, but after those leads come in, your email nurture program should be feeding them additional content targeted to their particular area of interest. Offering additional content as well as opportunities to learn about your products is crucial when your lead volume is higher than what your sales team can keep up with on a daily basis (and if you're using AZoNetwork and HubSpot to generate leads, it probably is).
However, new leads’ interaction with your nurture campaign can help your sales team identify when leads are ready to be followed up with on a personal level. Lead scoring, established through your CRM or your marketing automation platform, is perhaps the easiest method of identification.
Let the Data Drive Revenue
AZoNetwork's commitment to integration with HubSpot is not just a matter of convenience or time efficiencies. It has the ability to improve revenue as well. Knowing precisely where and what your leads were researching improves the quality of sales follow-up and the likelihood of a sale.
Research has shown that sales and marketing technology alignment increases sales representative revenue by 43 percent - and that's a win!
Related Life Science Testimonials
We don’t consider AZoNetwork as a company with which we do advertising, but more as a partner or an extension of our internal staff and marketing team. Never any pressure, only solutions.
Marian Nardozzi Pittcon
The ability to interrogate your traffic and leads coming through AZoNetwork in AZoIntel is what sets the service apart - Not many sites tie in such quality analytics at the back end.
Lewis Coburn EKF Diagnostics
AZoNetwork has been our most valuable vendor/partner in marketing over the last several years. They help us look good, and help us do our marketing job better.
Steve Hopkins Bruker