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How to craft a successful B2B marketing automation strategy

Nov 15, 2023

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How to craft a Successful B2B Marketing Automation Strategy | Read this, even if you already use email in your marketing. B2B marketing has changed dramatically over the past decade, and marketing automation has played a significant role in this transformation. Marketing automation technology allows businesses to streamline their marketing efforts, automate repetitive tasks, and provide a more personalised experience to their target audience. In this comprehensive guide, we’ll explore the benefits of B2B marketing automation and how it can help your business grow.

What is B2B marketing automation?

B2B marketing automation is the use of software to automate repetitive marketing tasks and provide a more personalised experience to your target audience. Marketing automation technology allows businesses to send targeted messages to their audience at the right time, track their interactions with your content, and provide a more personalised experience based on their behaviour.

Benefits of B2B marketing automation

1: increased efficiency

One of the most significant benefits is increased efficiency. With marketing automation technology, businesses can automate repetitive tasks such as email marketing, social media posting, and lead nurturing. This automation allows marketers to focus on more strategic tasks such as developing a winning marketing strategy, creating engaging content, and analysing data.

2: improved lead management

B2B marketing automation technology allows businesses to better manage their leads. This technology can track a lead’s interaction with your website and content, allowing you to better understand their behavior and tailor your messaging to their specific needs. This targeted approach can lead to higher conversion rates and more qualified leads.

3: personalised experience

B2B marketing automation technology allows businesses to provide a more personalized experience to their target audience. By tracking a lead’s behavior, you can tailor your messaging to their specific needs and provide a more engaging experience. This personalized approach can help build stronger relationships with your target audience and increase brand loyalty.

4: measurable results

B2B marketing automation technology provides measurable results. By tracking a lead’s behavior and interactions with your content, you can see the impact of your marketing efforts in real-time. This data-driven approach allows you to make informed decisions about your marketing strategy and adjust your approach as needed to achieve your goals.

Statistics on the impact of B2B marketing automation

If you’re still not convinced of the benefits of having a professional B2B marketing automation strategy, consider these recent study results:

  • According to a 2020 study by Epsilon, companies that use marketing automation see a 50% increase in sales-ready leads and a 45% increase in revenue.
  • A 2020 report by HubSpot found that companies that use marketing automation to nurture leads generate 50% more sales-ready leads at a 33% lower cost.

The numbers have remained very favourable over the years. 5-10 years other studies showed as grand results:

  • B2B marketers who implement marketing automation technology generate 50% more sales-ready leads at a 33% lower cost per lead. (Forrester Research).
  • Companies that use marketing automation technology see a 451% increase in qualified leads. (The Annuitas Group, 2014)
  • B2B marketers who use marketing automation technology to nurture prospects see a 20% increase in sales opportunities. (DemandGen)
  • 80% of marketers who use marketing automation technology see an increase in leads and 77% see an increase in conversions. (VentureBeat)
  • Companies that use marketing automation technology see a 10% increase in revenue within 6-9 months. (Gartner).

So the questions to ask yourself:

  • What is the value of a 10-45% increase in your business revenue? That’s your budget.
  • Which partner is going to help me get this additional revenue the fastest?

How to implement B2B marketing automation

Implementing B2B marketing automation technology can seem daunting, but with the right strategy, it can be a game-changer for your business. We will work with our clients through a more comprehensive model for success, but here are some simple general steps to follow when implementing B2B marketing automation technology:

Step 1: identify your goals

Before implementing B2B marketing automation technology, it’s essential to identify your goals. What do you want to achieve with marketing automation technology? Do you want to generate more leads, improve lead nurturing, or increase conversion rates? Understanding your goals will help you create a more effective marketing automation strategy.

Step 2: define your buyer personas

Defining your buyer personas is crucial for B2B marketing automation. By understanding your target audience’s needs, pain points, and buying behaviour, you can tailor your messaging to their specific needs. This will help you generate more qualified leads, improve lead nurturing, and increase conversions.

Even today, not many companies are on board with working with buyer personas but those who do are in for a surprise of how much this will reframe their entire perspective and thus business results.

Step 3: choose the right marketing automation consultants and platform

Choosing the right marketing automation platform is critical for success. There are many marketing automation platforms available, and each has its own strengths and weaknesses. When selecting a marketing automation platform, consider factors such as ease of use, functionality, pricing, and customer support.

Andy Bayes
Director of Marketing
House Buyer Bureau
House Buyer Bureau

CloudAnalysts have 20 years experience in marketing automation with a wide range of platforms, ranging from MailChimp, DotMailer now DotDigital, CampaignMonitor, Emma, aWeber, Hubspot, and our high-end specialties: MC Account Engagement (fka Pardot) and Salesforce Marketing Cloud. As a result, we are in an ideal position to help you decide which platform best suits your budget and goals.

Step 4: create engaging content

Engaging content is a key component of any successful B2B marketing automation strategy. By creating high-quality content that resonates with your target audience, you can attract more leads, improve lead nurturing, and increase conversions.

You most likely will want to create a variety of content types, such as blog posts, white papers, webinars, and case studies. Different types of content best befit certain objectives, personas and stages in the customer journey. In our consultancy we will logically advice you on which pieces of content to create.

Step 5: implement lead scoring

Lead scoring is a technique used to identify the most qualified leads. By assigning a score to each lead based on their behaviour and interactions with your content, you can prioritise your sales efforts and focus on the most promising leads. Not all platforms allow you to do lead scoring, however.

Step 6: set up automated workflows

Automated workflows are a key component of B2B marketing automation. Workflows allow you to automate repetitive tasks including certain aspects of lead segmentation and subsequent nurturing with email marketing. You can automate lead scoring and grading as well as the marketing-to-sales lead handover. Many micro-automations based on business rules make for a lot less work for the marketing team.

This automation allows you to focus on more strategic tasks, while still providing a personalised experience to your target audience.

Step 7: analyse, refine and expand your strategy

All this is not a one-time activity. To achieve long-term success, it’s essential to analyse and refine your strategy continually. By analysing your data and monitoring your performance, you can identify areas for improvement and make data-driven decisions to refine your approach.

Over to you

B2B marketing automation technology can be a game-changer for your business. By automating repetitive tasks, providing a more personalised experience, and generating measurable results, marketing automation technology can help your business grow.

If you’re not yet using a premium B2B marketing automation technology, now is the time to get started. With the right strategy and approach, you can achieve significant results and take your business to the next level.

Let us help you get you there:

Interested to learn more?

We would be very happy to help you.

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