Marketing automation is a fundamental component within digital strategies oriented to B2B. This approach allows companies to optimize their time and resources, while ensuring personalized interaction with customers or prospects.
Through the use of marketing automation, B2B companies can improve the efficiency of their sales and marketing processes. Therefor, increase the generation of qualified leads and improve lead nurturing, leading to greater conversion and customer loyalty.
To get the most out of the strategy, it is essential to follow a defined path, with key steps.
Know your audience
Automation may seem like an impersonal technique, but if you follow some guidelines, the result can even be surprising.
The key is to make sure you create campaigns that focus on your target audience.
The best way to do this is to define the profiles of your ideal customers, or buyer personas.
These are detailed descriptions of the target customer, including demographics, interests, motivations, challenges and expectations.
Once you have clarified who your campaigns are aimed at. Therefor, it is essential to tailor your content to their specific needs, thus avoiding generic messages.
Understand the customer journey and purchase cycle
Marketing automation helps you deliver the right message to the right audience at the right time, but to get the most out of it, it is important to understand the purchase cycle and the customer journey.
What answers do they look for during the stages of the buyer’s journey?
How do you create your purchase journey?
Starting from this information, you can map the conversation, providing targeted and relevant content when and where it is needed.
Map the flow
This is probably the element that makes the most difference in the success of a marketing automation strategy.
Tracking the lead management flow, capturing all the moments in which interaction is generated and defining a standardized lead management process are some of the tips for mapping the entire process and having 360-degree control over it.
Collect the necessary data
Marketing automation is not about running massive campaigns. Instead, it should ensure that you’re only sending messages to those who are relevant. To do this well, you need to have the right information about the people who make up your audience.
It’s a good idea to collect valuable contact data starting from the acquisition stage.
The information you need depends on your business goals: for example, in a B2B marketing context, you’ll likely want to know the company’s size and industry.
Add to this behavioral and purchasing data, which provides valuable insights into individual interests.
With all the information you’ve gathered, it’s time to segment your list to group contacts based on data and create different automated journeys tailored to them.
Create multi-channel experiences
Email automation is the most common way for marketers to start automating their campaigns. But today’s customers expect an even better multi-channel experience.
In other words, you want to maximize your chances of engaging with prospects by reaching them on the channels they prefer.
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For example
you can combine email marketing with social Industry email database media ads to increase customer interaction opportunities, or implement targeted follow-up procedures.
Limiting yourself to just one channel means missing out on potential opportunities.
Personalize content
We’ve seen how one of the most important cl lists marketing automation best practices is collecting the necessary data. But let’s take it a step further. In other words, The information can be used as a starting point to create personalized campaigns and increase user engagement.
The more you personalize content based on your audience and the stage of the purchasing journey they are in, the greater your chances of winning them over.
Constantly monitor your performance
There is a marketing automation mistake that is unfortunately still very common: set up, plan and… forget.
Once you have set up your automations, it is essential not to let the platform take over: continuing to monitor performance to know what works and what doesn’t is essential.
How many contacts did the campaign attract?
How many contacts were passed on to sales?
Did you generate ROI?
Marketing automation
This data will help you refine your strategy and make necessary adjustments to your workflows.
Aligning Marketing and Sales Using CRM
Marketing and sales alignment is no longer a new thing. Companies have long been putting a lot of energy into alignment, with a focus on improving reporting, lead scoring, lead assignment, and lead management.
Here are some tips for going beyond simple marketing and sales synergy, using CRM. First, it is good to keep campaigns organized and accessible; a great way to do this is to provide reporting information directly in the campaign dashboard, using a custom URL field.
It can also be useful to integrate work tools to align managers after a campaign with useful information about the lead and the campaign they were involved in.
