Quick Guide to B2B Marketing Automation

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Marketing automation has been part of B2B companies for years. Having one-to-one relationships with prospects, customers, and business partners can be time-consuming and exhausting. It's simple - marketing automation software is handy for an organization where no more time is wasted on repetitive tasks.

The demand for marketing teams to provide more extensive, better concepts that are more original than their rivals is growing. But executing this on top of routine marketing tasks is difficult. Making a promotional campaign stand out has been more challenging since customers are inundated with marketing messages from every angle. 

Marketing automation software—might hold the key. The way you may acquire consumers, complete sales, and even manage clients after a contract has been closed may all be transformed by marketing automation! With good cause, marketing automation is making inroads into the technological stacks of more and more B2B companies.

What is Marketing Automation?

By automating the process of developing such leads into sales-ready leads, marketing automation aids in the identification of new clients. It automates processes that get potential customers closer to the point where the sales team may approach them directly to complete a deal and establish a long-term connection. 

The data collected can also guide the choice of marketing strategies. Marketing automation achieves this by significantly enhancing your retail pipeline’s effectiveness- and swiftly employing various strategies to convert a large pool of leads into satisfied clients. 

B2B Marketing: What is It?

Business-to-business marketing, as its name suggests, refers to promoting goods and services to other corporations and businesses. It differs significantly from business-to-customers or B2C marketing, which is focused on customers. B2B tends to be more fundamental and informative. This is because, in contrast to consumer purchases, corporate purchases are more heavily influenced by the impact on bottom-line income. In terms of money, return on investment (ROI) is rarely a factor for the average individual, but it’s a top priority for business decision-makers.

Whom does B2B Marketing Serve?

Many businesses operate in B2B and B2C (the business model in which products and services are sold between a company and consumer). Any business that sells to other businesses is B2B. B2B can take on a variety of shapes, including subscriptions to software-as-a-service (SaaS), security options, equipment, accoutrements, office supplies, and more. . 

B2B marketing efforts are directed towards anyone who influences our control over purchase choices. From entry-level end users up to the C-suite, this might include a wide range of titles and responsibilities.

What is B2B Marketing Automation?

A certain activity triggers a sequence of automated marketing procedures known as marketing automation. In essence, marketing automation is a set of technologies a company requires to handle leads, the sales cycle, and customers. A B2B Marketing Automation system differs from a B2C-focused one, for instance, by focusing on a lengthier, more complicated sales process with more players. This process may entail human interaction and research on certain groups of individuals inside a firm. 

A B2B marketing tool will focus more on providing a salesperson with knowledge of what specific contacts have done, the means to contact them personally, and the capacity to store corporate and deal information, as opposed to a B2C system, which may completely embrace automated communication to individuals. 

A Marketing Automation system will serve as your primary contacts database at its heart. However, it also has tools that enable you to engage with those contacts, in contrast to most CRM systems that are sales-focused. This indicates that it contains extra features like:

  1. Email promotion: A drag-and-drop editor is frequently used to construct lists, generate emails, and send newsletters and other communications to contacts (and then track open and click rates, among other things).
  2. Pages for campaigns and forms the capacity to create campaign landing pages to get fresh leads.
  3. A marketing automation system’s “heart” is sometimes called the automation engine. It’s just a technique to automate many tiresome tasks, like segmenting your contacts, sending them emails when they do particular actions on your website, or engaging with them on social media.
  4. Multi-channel outreach and retargeting: The capacity to engage with your contacts via email and channels like social media and paid advertisements.

A B2B-focused marketing automation system will also place a high priority on sales and marketing alignment. As a result, it will either come equipped with a fully functional built-in B2B CRM system or be able to integrate with the majority of B2B CRM systems available on the market.

Which B2B Marketing Automation Strategies Work the Best?

What activities should be automated, and what should trigger them? B2B marketing automation is a collection of automatic marketing processes triggered by a certain activity. There are countless options here, but the following tactics are some of the most successful.

  1. ABM

Marketing automation has a significant positive impact on ABM (account-based marketing) efforts.

These campaigns may be made far more effective by marketing automation.

With the help of marketing automation, you might be able to add a contact to your process, move them through a customised workflow that interacts with them, contacts them, sends them a follow-up email, and then contacts them again with a personal message – all in a matter of clicks.

  1. Lead by Example

Lead nurturing is an excellent application of marketing automation.

Lead nurturing guides contacts through your marketing funnel so they may go from being leads to becoming customers. This is where marketing automation is functional. With data, you can identify certain elements that make leads more sensitive to specific messages or more open to particular touchpoints and automatically offer marketing that resonates.

What are the Key Advantages of the B2B Marketing Automation System?

Your marketing job will be much easier and more productive if you have everything mentioned above in one location, supported by a shared contacts database. Working side by side with your sales staff enables you to efficiently gather leads, manage those leads, and aid in the closing of more agreements.

A marketing automation system enables you to mass-communicate more individually and to depend on the buyer’s activities with your leads and connections.

It helps you accomplish the following in terms of business results:

  1. Increase the efficiency of your sales team by enabling them to accomplish more in less time.
  2. Time-consuming tasks like importing and exporting leads, segmenting, mailing things in response to contacts’ requests, sorting and filtering, distributing leads, managing campaigns and events, etc., may be done more quickly.
  3. Gaining more leads from your visitors, qualifying and closing more of those leads into sales, and boosting income from current clients all result in higher conversion rates.

B2B Tool Types are Available, and How does Marketing Automation Fit?

You are responsible for creating an efficient business process that generates more leads, closes transactions, and pleases consumers. You have a panorama of B2B sales and B2B marketing software at your disposal. Your responsibility is to determine which tool to utilise for a particular task and how it will interact to construct your bigger business process.

The primary three types of tools are as follows:

  1. Niche

A specialised tool focuses on a particular facet of a stage. It must be able to work alone (without requiring integration) or be simple to integrate with other tools to fit into your entire workflow to be effective.

  1. Use case

A tool completes a particular use case, such as event management, from beginning to end (inviting to events, managing the actual event, then following up after the event). The tool must be able to interface with your other tools (manually via import/export or actual integration) to be used as part of a more extensive process, or the use case must be able to be stand-alone (does not need integration).

  1. Suite

A group of tools you may use to create your business procedures. When the available tools in the suite are insufficient to complete the task or the task is so crucial that you require a dedicated and specialised tool, you may integrate niche tools or use-case tools where necessary.

Platforms for marketing automation are a core component of the martech stack. Every marketer has access to platforms, tools, and technologies in today’s digital technology landscape—almost too many. Although incredibly effective, marketing automation is also very challenging. 

Automation may be utilised for routine operations like social media posting or email marketing, but it can also provide prospects and customers with a more individualised experience. Utilising software to automate tasks gives your teams more time to concentrate on strategy and the leads that have actual potential. This is what marketing automation is all about. 

Using marketing automation’s behavioural monitoring techniques helps your marketing team better understand prospects’ interests and stages of the buying cycle. With worthwhile purpose, marketing automation is making strides into the technological stacks of more and more B2B companies.

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