B2B marketing automation refers to the processes and practices that a company can adopt to improve their marketing efforts. It’s put in place to simplify repetitive tasks through the use of technology – this could be through social media, email marketing and other website-related tasks.
In order to effectively automate your marketing processes, you first have to understand your expectations and what benefits you’ll want to see in the end.
Marketing automation doesn’t just offer simple approaches to automating repetitive tasks, it also gives your marketing team the chance to streamline entire marketing campaigns, develop personalised customer journeys with consistent experiences, and deliver relevant, high-converting content that nurtures leads all the way to the checkout. B2B marketing automation is key to converting these leads, bettering your sales and return on investment for future marketing initiatives.
The power of implementing marketing automation
INCREASE YOUR EFFICIENCY AND ROI
When you’ve automated everything you can, you’re able to focus on other parts of your business. By reducing manual, repetitive tasks and implementing automated workflows, you can free up your team’s time to be more productive. This time can be spent focusing on growing customer relationships and aligning your team’s understanding, as well as having a positive effect on creativity, well-being and company culture. All of which can help boost your ROI.
IMPROVE YOUR LEAD MANAGEMENT
Marketing automation helps companies track and score leads based on their behaviour, demographics, and interests. Building a campaign that uses paid media to drive traffic to a landing page with a gated asset and lead capture form, you can efficiently target, attract, and acquire more leads. This also gives you a deeper understanding of your prospects’ behaviour so you can target them with personalised messaging, increasing the likelihood of conversion.
ENHANCE YOUR SALES ALIGNMENT
You always want to bridge the gap between your sales and digital marketing teams, and with automated marketing tools you can do just that. By improving your lead management, your marketing team can gain valuable insights and a deeper understanding of your prospects’ pain points and interests, and can use this information to feed into the sales team’s and their sales tactics moving forward.
PERSONALISE YOUR CUSTOMER EXPERIENCE
From gaining valuable marketing insights, marketing automation lets you personalise experiences throughout the B2B customer journey. You can target your customer base across channels, providing content relevant to different personas and segments at all stages. Through this personalised touch you can forge meaningful relationships, helping increase engagement and satisfaction, building trust and inspiring long-term loyalty.
SCALE WHILE YOUR BUSINESS GROWS
People may think that marketing automation will replace your current employees, but it doesn’t. It makes it easier for people to communicate effectively and efficiently. Marketing automation software scales with your company’s growth, so you won’t need additional resources to manage the increasing number of leads and customers, your automation will manage those for you.
At Code Milk, we are a HubSpot provider – a cloud-based platform that provides better strategy and resources for digital marketing, sales, content management, and customer service at every point. HubSpot can be completely free and relatively simple to use – helping you automate processes and integrate sales channels and digital marketing in one centralised place.
Marketing and sales teams can then link up their processes, wherever they are in the journey. This may be on your website, social media, or email service providers helping align your teams as you go.
HubSpot makes it easy to organise, analyse, and grow your business processes. Automating various tasks that are performed by different teams, improving your business efficiencies and helping you convert more prospects along the way.
What does this mean for your B2B business?
Well, automating your digital marketing is no longer an option, it’s now seen as more of a necessity if you want to keep up with your competition. You won’t waste precious time on repetitive tasks, therefore giving you the room to push forward other areas of your business. It’s also important to note that preparation and effective execution of your strategies will add value to your company and your marketing automation journey.
CodeMilk is a B2B digital marketing agency that helps businesses achieve digital success. If you would like more advice about improving your online visibility, we can help. To speak to one of our digital marketing specialists, or access more resources contact us.
