The B2B industry continues to benefit from innovation sparked by the evolution and implementation of new technologies. As they advance the process of emerging from the COVID-19 pandemic, companies are adopting practices that were discovered during the shift to virtual work spaces.
Automation remains a key player for competitive B2B companies. By embracing B2B marketing automation tools, your team will have clean data and continuous communication with leads. Duplication is avoided; the process is streamlined, and you have the flexibility to reallocate resources to other departments as needed!
This means your marketing team will be able to accurately track the success or the need to fine tune campaigns in real time!
By allowing automation to take over parts of your marketing department’s daily, repetitive tasks, engagement and lead nurturing can be prioritized resulting in a higher conversion rate.
Keep reading, or use the links below to “jump ahead”, to learn the best ways to optimize and automate your marketing process.
- The Benefits of Marketing Automation
- Getting Started With a B2B Automated Marketing Workflow
- Understanding Best Practices for Automation
- Key Takeaways
The Benefits of Marketing Automation
Marketing is a key component in the success of any B2B company. This outreach allows your company to communicate with leads and generate interest in your product and services.
LeadBoxer’s Workflow Automation allows your marketing team to Assign, Route and Qualify leads using automated rules you can set and configure to meet your customized needs. Learn more about how LeadBoxer can help your organization streamline its marketing workflow by scheduling a free demo and signing up for a free trial today!
B2B marketing automation is a must have for enabling your marketing and sales teams to become more efficient and effective. This is essential for making a good first impression on potential customers. Replacing repetitive tasks with automated workflows allows your marketing team to focus on creating meaningful campaigns that showcase the value of your product or service.
Automation helps align your marketing and sales departments. While their daily tasks look different, collaboration between sales and marketing teams is vital. Automation assists with every aspect of lead management, from lead qualification to following up with prospects and providing valuable insights into customer engagement with your content.
By gathering this data from your automated marketing practices, the department will be able to share these insights with salespeople. This will help refine their sales process and clean up the sales funnel. With the marketing and sales departments properly aligned, less leads will fall through the cracks and customer relationships will be strengthened.
Through automated practices, lead generation is apt to increase. When using a platform like Leadboxer, information can be gathered from website and email campaign engagement. This allows your marketing team to identify more prospects based on their activity with your content.
Follow up time for new leads can be shortened by utilizing trigger points. When prospects engage with your content, follow up communication can be sent automatically.
This practice helps keep the lead warm, as well as collect data to score and qualify the customer. Once this lead is ready to be passed to sales, there will already be a line of communication in place, upon which the salesperson can build.
Automation optimizes the lead nurturing process. For customers who aren’t quite ready to hit the sales funnel, automated communication through relevant content can keep your product top of mind. This helps create strong brand awareness and nurtures the potential relationship.
Your marketing and sales team will have access to cleaner data through automation. Featuring easy to install Customer Relationship Management (CRM) Integration, Leadboxer helps fill in the details while constantly tracking leads. This allows your team to feel confident in their contact information and provides valuable insights into a prospect’s recent engagement.
With accurate data, aligned departments and increased lead generation, B2B marketing automation offers huge benefits for your company. Once your team is ready to move forward with this strategy, creating a workflow will help keep things on track.
Getting Started With an Automated Marketing Workflow
Simply put, an automated marketing workflow is a series of triggers and steps that help streamline efforts. Almost any step in the process can be automated, and your team will need to decide which areas can benefit most from this.
First, identify the steps your team will want to take before, during and after the automation is implemented. The goal is not to replace your entire marketing team but to streamline the process, so your team can focus on improving their outreach and content.
Most likely, your first step will be to generate a list of leads for outreach. Then, the automated marketing will take care of the communication. After the campaign has been launched, your team should carefully evaluate the reactions from leads.
Allow leads to be segmented by their responses. Qualified leads will be handed off to sales to begin their journey within the sales funnel. From there, your team can begin another campaign and restart the process.
Understanding Best Practices for Automation
B2B marketing automation is different from your Customer Relationship Management (CRM) strategy, but the two may share similar goals. Both are best executed with proper software.
Platforms like Leadboxer help automate some of your marketing tasks while also qualifying and segmenting leads. This technology should integrate with your CRM to make sure data is accessible across departments.
Next, you’ll need to understand which tasks are being automated through this strategy. This will include trigger points for integrations designed to work with your existing tech stack for enhanced data collection and email marketing automation tools including email tracking and email marketing campaigns.
Data Collection
Website and social media engagement is crucial for identifying new leads. Most customers begin their search for solutions online. This means their first interaction with your company will most likely occur when your site pops up in an online search, or when a customer comes across your social media.
Having an automated process to collect data can help speed up the lead nurturing process. By allowing software to gather information based on a prospect’s interaction with your site, leads can be accurately qualified.
The gathered data will also help build out customer profiles in your CRM. This helps your marketing and sales team have the most up to date information on leads. Communication efforts will benefit from this data.
Trigger Points
Gathering data is nice, but having action behind website engagement can help boost the number of leads in your sales funnel. Trigger points are a key aspect in automated B2B marketing practices.
To create the best trigger points for your company, study the behavior of website visitors. Identify which interactions lead to customers who are ready to enter the sales funnel. Once this has been decided on, create an automated follow up to streamline outreach.
Keeping leads warm is crucial to successfully moving them all the way through the sales pipeline. An automated touchpoint created by a trigger point takes the stress away from having a real human follow up. This allows your salespeople to begin prepping for their pitch before they’ve even had a conversation.
Trigger points can also help convert leads who may not be in the purchasing mindset. Automated follow ups through website engagement can help your marketing team segment leads who need nurturing. This helps your team get these prospects on email lists for future campaigns.
Email Marketing
Creating touch points through email campaigns is a great way to keep leads engaged with your brand. Automation can help free up your team to focus on other goals by handling the distribution of this content.
Once content has been created, your marketing team can allow automation to handle the rollout of the campaign. This includes monthly newsletters, educational resources, and product updates.
Your team will also be able to track the engagement of these campaigns, which helps plan future marketing efforts. Combine this tracking with your lead scoring efforts to make sure leads are being properly segmented and handed off to sales in a timely manner.
Key Takeaways
Marketing efforts are crucial for companies to remain competitive within the B2B industry. They help your salespeople identify prospects and allow your company to build brand awareness. Your marketing department plays a major role in connecting customers with the right solution for their needs.
By embracing an automated process, your marketing and sales teams can benefit from an increase in leads, better lead quality and cleaner data. Automation also helps free up resources and employees to help your company focus on bigger picture items.
B2B marketing automation helps streamline costs within your organization. By reducing the amount of people who are needed to take on repetitive tasks, your marketing budget can be evaluated for bigger projects.
Automation helps reduce duplicated efforts and the introduction of human error. By utilizing software that integrates with your CRM, automated marketing efforts can avoid duplication across departments.
The customer experience may see improvements from implementing this strategy. With trigger points that handle immediate follow ups, clients will feel important and valued. Having fresh data can also help your salespeople deliver a better customer journey through the pipeline.
Automated marketing practices can also help fine tune your outreach strategies. By gaining feedback from customers and tracking valuable insights, your team will have the knowledge needed to adjust campaigns. It also allows you to see your strengths and weaknesses through lead engagement.
Overall, B2B marketing automation can prove to be a key factor in helping to take your company to the next level.
Take Leadboxer up on its offer of a Free Trial today to see how its innovative lead generation platform featuring key integrations can help automate your marketing efforts and accelerate the growth of your B2B business!