B2B Marketing Automation

We get it. As a B2B business owner, you are under a lot of stress.

From maintaining the current customer base to proving ROI, you will have difficulty keeping track of your marketing and sales departments.

This is where marketing automation comes into the picture.

It will help you streamline your routine marketing and sales tasks through workflows and triggers. This, in turn, will help you to push leads through the sales funnel effectively and efficiently.

By automating repetitive tasks, you free up your team to work on things that help your business – i.e., finding innovative ways to engage with clients.

Read on if you want to know how to use B2B marketing automation for high-impact results!

Lead Nurturing

Lead nurturing is all about utilising automated email marketing to educate and nurture leads. 

This technique works very well for B2B businesses as leads require a lot of education and trust before making a purchase.

Once your leads sign up, they are surely hooked up to you. Follow up with personalized content until the lead is ready for conversion. Then it is off to the sales team.

Lead Scoring

Not only do B2B leads need to be nurtured, but they also need to be qualified. 

What we mean by this is building a system to show where your lead is in the buyer journey.

You can use marketing automation to assign ‘points’ to leads whenever their interactions show an increased interest in your brand, like visiting your website, clicking an email link, etc.

Multi-channel Campaigns

Boost brand awareness and maximise your campaign reach by triggering required automated communications across multiple channels. 

In the beginning, it will be tough to manage multiple channels with marketing automation. So it is better to focus on mastering one channel at a time. 

This can be a combination of SMS, email, direct mail, or even retargeting ads on social media platforms like LinkedIn.

Segmentation & Customer Profiling

We can’t emphasise enough segmenting your B2B leads based on their engagement, activity, and other shared characteristics. 

Why is this so important? It is because email list segmentation can lead to more relevant messaging and an increase in engagement. 

Set up is also very easy if your automation platform provides dynamic segmentation. 

Build automation workflows that move contacts to particular lists based on web pages visited, email engagement, etc.  

Page Tracking

Page tracking denotes utilising website behavior to trigger automated B2B campaigns. 

Website behavior is basically whatever your lead gets up to on your business website.

Now you might be thinking, how can you know if a lead is browsing your website?

Great question!

First, you have to install a tracking code on your website. This’ll pin down whenever a subscriber clicks a link on your website or opens an email.

When implemented correctly, B2B marketing automation can go a long way in boosting sales potential.

If you have any other tried-and-tested strategies for B2B automation, let us know; we’d love to hear your thoughts!


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