Marketing automation is a series of automatic marketing processes that are triggered by a specific action. Fundamentally, “automation” refers to any mechanism that takes the place of manual work. Just as saying “manufacturing automation” implies the elimination of manual labor in manufacturing systems, adding the term “marketing” as a qualification simply tells what industry the automation is taking place in. And adding the qualifier “B2B” signals that it’s happening in a business-to-business environment.
So, if B2B marketing automation is a set of automatic marketing processes that are launched in response to a certain event – What activities should be automated, and what should trigger them? Although there are several options available in this situation, the following tactics are some of the most successful ones.
ABM – Marketing automation has a significant positive impact on ABM (accountbased marketing) efforts. ABM entails selecting suitable client accounts, engaging them with several messaging points to initiate contact and encourage sales. These campaigns can be made far more effective by marketing automation.
As an illustration, suppose you’ve identified the 10 contacts at a company you’d like to approach and have decided to use LinkedIn and email as your primary contact methods.
With the help of marketing automation, you might be able to add a contact to your process, move them through a customized workflow, connect with them on LinkedIn, send them a follow-up email, and finally get in touch with them personally with just a few clicks.
And that’s just the starting point. The fundamental power of marketing automation lies in its capacity to categorize several action courses according to various triggers. For instance, you can quickly send someone a message related to what they clicked on if they click a link in your email.
Anything that Reduces Manual Labor – It can be used to disseminate content automatically. For instance, some businesses have their systems set up to automatically post blogs to social media or send out newsletters when they are published on their websites. It can be used to evaluate and put tactics into action. Consider testing two landing page variations. You may rely on marketing automation to choose the top performer and put it live instead of having to manually choose and apply it. It can be used to deliver reminders internally. Do you frequently overlook entering chats into your CRM? You may establish notifications that remind you of your obligations with marketing automation. If you’re tired of performing manual tasks at scale, you can probably find a way to build marketing automation that reduces your workload – and performs more effectively.
Lead Nature – Lead nurturing is a fantastic application of marketing automation. Lead nurturing is the process of guiding contacts through your marketing funnel so they can move from being leads to becoming customers. With data, you can identify certain elements that make leads more sensitive to specific messages or more open to certain touch points, and then automatically offer marketing that resonates. This is where marketing automation is useful. As an illustration, suppose someone visits your service page after downloading an ebook from your website. Based on the service they watched, marketing automation can rank their level of interest and tag them. They might then be added automatically to a drip email list that sends out more details about that service. They might respond after reading several of your emails two weeks later and request to schedule a session with you. This is another another simple illustration. The options are limitless. If you’re tired of performing manual tasks at scale, you can probably find a way to build marketing automation that reduces your workload – and performs more effectively.