Marketing a business is not a small thing, while Marketing Automation is used on a widespread by many organizations of different sizes. It stood as the modern part of marketing the business with today’s updated technology.
Besides, for any company or organization personnel and time are two different and finite resources. With the gradual growth in companies, maintenance has become impossible. Relationships with clients both personally and indirectly have been reduced with time. But for every system, at a point of time needs implementation and advancements to manage relationships on a whole to continue growth in the business. For doing so, Marketing Automation has been implemented by professionals in marketing intelligence.
What actually is Marketing Automation?
It is a category of finite technology that streamlines, automates, and measures the workflows and tasks to increase revenue and efficiency quickly.
It combines everything from social media, email marketing, lead generation, analytics to sustaining a goal of increasing revenue with the workflows.
In case of a B2B marketer, reaching out the target audience is a tough task. For attaining it, navigating the data with the management in various channels, campaigns, and deliverables. On the other hand, enabling to put efforts for hyper-segmented audience must be personalized.
For successful results, marketing teams depend upon marketing automation. It is predicted that there is an enormous growth in the upcoming years maintaining a 14% growth rise since 2017.
Many B2B marketers use marketing automation. 55% of them implement step-by-step strategies rather than using automated tools. Email marketing software, analytics tools, and CMS are specifically designed for B2B marketers.
80% of business marketers use automation software for generating leads. In fact, using these tools and methods of marketing automation, many of the users may not be successful in getting maximum benefits.
Here in this article, 5 best practices for B2B marketing automation to follow are described:
- Capture the Accurate Lead Information
Analyze how much information is needed from the visitors to convert them as leads? Having said that, everything depends on the buyer’s journey. For instance, when an E-book has been released in the awareness stage, there is no need of collecting information like mobile number, profession, and so on. These may not be helpful at this stage.
If there is a resource having every information in it- then there is a possible way of collecting information like company size, revenue, mobile number, and location. In fact, leads can be generated in this particular stage where there is a chance of converting the visitor to a potential customer.
So, it is suggested to have a brief idea on stages of the acquisition cycle. Preferably, there has to be a keen attention in the knowing the required information when necessary.
- Create valuable, relevant content
It is very easy to create a reliable framework for marketing automation. Unable to deliver interesting and impressive content will wind up to unsuccessful campaigns. Every buyer looks for relative and engaging content that satisfy and meet their requirements and needs.
Having all the data analyzed, marketing automation can help in knowing customers and engaging them in every stage of their journey.
The content has to be designed in a way that brings customers and sells prospects on the solution. There is no need for interacting with the sales team. According to a statistical record, it is known that 70% of the buyers react before engaging the sales team.
Underestimating content is not encouraged for successful B2B marketing campaigns. The content is used for sales engagement and nearly has the power of converting the sales. Design content so as to reflect values and mission of the brand. Take some effort in answering the buyer’s questions with related content. This acts as the platform to elevate sales and revenue for B2B marketers. Implement rich content like white papers, ebooks for getting in-depth perspective.
- Share experience with leads
Having known with the business idea is not sufficient, implementing it in the right way is also important. Having shared the high-level knowledge builds strong trust and produce leads. Strong strategies include chances to deliver industry knowledge by recording podcast, publishing blog posts, hosting webinars, and linkedin articles.
In fact, email and web content has its wings in most successful channels. Find opportunities that allow the audience to react and engage. But don’t deplete all the expert knowledge, it may disturb credibility. Try sharing the expertise within one platform.
For optimizing the marketing automation, experimenting is the best way which brings out new experiences and results. Keep statistical records of how methods and strategies are implemented. Even if the dynamic content which is examined by A/B testing is used, it is easy to optimize the performance in new tactics and ways. By such experiments, it is made simple to develop drastic insights into what works and what doesn’t with respect to the audience. It can uncover better and new ways to engage customers and clients.
- Design and map a workflow
For attaining more sales, it is recommended to create a valid lead management procedure that guides and interacts prospects into the line of conversion.
Without having any algorithm designed before, engaging the customers in their buyer’s journey can be an under-utilized one. However, there is no any gain experiencing here in this situation. Using a strong and experienced marketing persona can be helpful. Additional to the marketing personas, invest some time to map workflows that directs and identifies concerns in every aspect like the awareness that seek solutions. The consideration that reviews and compares the options in solving it. The Buying/Decision in purchasing a better solution. The post-purchase helps in knowing deeper knowledge in seeking ways to double the investment.
Apart from this, working in reverse direction- identifying the customer’s final decision determines the micro-conversions.
Consider offering discounts after the customer’s deeper interest over the product/service. On consideration stage, it is easy to have insights from marketing automation, that tune workflows to reflect customer interest and behavior.
Hopefully adding and implementing the above five practices in marketing automation strategy may quickly scale results and target audience more likely to improve and increase the efficiency of the B2B campaigns.
For better connections and insights in B2B marketing insights, follow and use many tools introduced by the expertise according to the needs of the business.