A Beginner's Guide to How B2B Marketing Automation Works

 Tomi Saikkonen
  May 21, 2018

For a stretch of time, marketing automation was a buzzword in the industry that contributed to confusion and widespread misconception among B2B companies. Few knew exactly the benefits of marketing automation, and fewer still knew how to fully implement marketing automation to effectively work with their strategic business goals.

But with this guide, B2B businesses can explain exactly what marketing automation is and how it can be used to drive lifetime value and generate recurring revenue streams.

Defining marketing automation

So what exactly is marketing automation?

In its simplest terms, marketing automation refers to software and web-based technology whose primary goal is to streamline and optimize digital marketing efforts. It automates certain marketing actions such as social media and emails, among others, to make marketing tasks easier.

As a category of digital technology, marketing automation allows B2B companies to further improve engagement, increase efficiency, and maximize productivity to grow revenue faster.

Certain marketing automation capabilities that are relevant to B2B companies include:

  • Scheduling
  • Segmentation tracking
  • Measuring marketing campaigns and processes to increase operational efficiencies, thereby increasing revenue.

Impacting B2B marketing

Like B2C companies, B2B businesses are faced with unique challenges with regards to marketing.

As an industry that markets and sells products and services to other businesses, it’s crucial that B2B businesses maintain critical relationships with their current customer database while consistently generating qualified prospective leads to grow their business.

Unlike B2C marketing, B2B customers are more informed about the goods and services within their marketplace and carry out comprehensive market research to make highly informed decisions.

What’s more, B2B customers have stronger purchasing power, making purchases with higher dollar value and more time-intensive contracts with their B2B vendors and suppliers.

Marketing automation addresses the two key challenges all B2B businesses face:

  • Nurturing leads into potential customers
  • Improving relationships with existing customers

When merged with CRM solutions, automation software provides B2B businesses with the right tools to effectively implement more strategic marketing initiatives and campaigns that have a greater impact on their bottom line.

Benefits of B2B marketing

It’s important to understand why marketing automation is a necessary tool in today’s digital marketing landscape.

The statistics on marketing automation adoption and use highlight certain key benefits to B2B businesses. These benefits of marketing automation include:

  • The ability to segment and analyze big data
  • Perfecting the client experience
  • Engaging customers with consistent, personalized content
  • Boosting opportunities for cross-selling, up-selling and future purchases
  • Saving resources and increasing productivity
  • Fostering sales and grows business
  • Creating proactive collaboration between sales and marketing teams
  • Transparency in ROI

Companies that have adopted marketing automation as part of their core marketing strategy have seen revenue increase by 20 to 50 percent. A report by DemandGen found that when automation software was deployed with marketing campaigns, the number of qualified prospects increased up to 15 percent.

Increasing opportunities for B2B marketing

A veritable number of opportunities arise when marketing automation is implemented throughout marketing tasks and processes.

Implementing B2B marketing automation improves a company’s ability to harness the power of automation. This will translate to opportunities to better manage contacts and turn these prospective leads into customers.

As marketing automation streamlines your marketing workflows, processes will experience a boost in their functionality. Marketing automation is sophisticated enough to deploy beyond a glorified email distribution platform. Automation employs analytics and tracking capabilities to develop new business, and this is critical for any company looking to grow.

Features such as A/B testing can build a complete picture, providing actionable insight into which markets and B2B companies your business appeals to.

By eliminating redundant marketing processes, more effective workflows can be designed, leading to a more productive marketing team that can focus on successfully pursuing better quality leads, and ultimately, increased revenue.

A smarter approach to business growth

Investing in business marketing automation is an investment in your company’s future. In today’s competitive marketplace, B2B companies must take a smarter approach marketing to stay ahead of the curve and stand out from the competition.

The new tools and technologies provided by marketing automation services transform B2B marketing from manual to modern.

A Beginner's Guide to How B2B Marketing Automation Works

Tomi Saikkonen

Tomi Saikkonen is the Vice President of Liana Technologies, Middle East. Just like you Tomi is fascinated by the possibilities of digital marketing and technology. He actively seeks out ways to help businesses and organizations across industries to improve their digital marketing ROI.

Popular posts

What Do Mice Eat? Surprising Facts About Mice
Sep 20, 2019
What Do Foxes Eat? Unknown Diet & Habitat

What Do Foxes Eat? Unknown Diet & Habitat

In this article, you will discover what do foxes eat? The foxes belong to the Canidae family. Their appearance resembles the dogs. Moreover, foxes have many similarities wi...

Sep 19, 2019
  • Add Comment