By automated marketing, marketing automation for B2B businesses, leading marketing automation tools
We introduce you to the guest of today’s article: marketing automation for B2B businesses.
Is automated marketing a growing technology? Yes.
Are all the benefits that come from investing in marketing automation tools worth it? It depends on what tools you use and what you do with them.
There are high expectations regarding the growth of marketing automation. For example, MarketWatch expects the usage of this technology to reach a value of $14.15 billion in 2024. Meanwhile, Statistica.com has even more optimistic predictions, considering that the marketing automation market size might grow to $25.1 billion in 2023. This growth is also due to the increasing role marketing has in generating leads for a business, acquiring new customers, and loyalizing them.
The value of marketing automation for B2B businesses
It doesn’t matter if you are a CMO in an enterprise or a Marketing Manager in an SMB. Automated marketing can bring value to any B2B company by building better and tailored customer engagement across all channels.
Using marketing automation nowadays is crucial. You save time, energy, you respond timely to your leads and never forget to send a message to them. An entire chain of pre-set messages, content, and ads is put into motion after the prospect gives out information about themselves. This way, you can minimize repetitive tasks while allowing your team to focus on more value-adding activities.
Other benefits that make automated marketing an invaluable tool for B2B businesses are:
- It improves the management of lead generation processes;
- You can analyze valuable data and insights in a continuous and real-time fashion;
- It offers options for tailoring the content, sending time, and flow of messages for each customer;
- Users have access to an intuitive and visual dashboard to view the collected data;
- It helps in gaining a holistic view of all the used channels and their performance.
A practical example for B2B companies
Let’s take a practical example of how automated marketing provides value for a B2B business. Imagine you are a software company that wants to market a specific service. Your marketing team or an external partner creates a top-notch eBook about the value of such services for a particular industry. With such an eBook, you have the following options:
- Let’s say you have in your email list prospects from that industry. You know that they are also decision-makers in their company. With this information, emails related to their field can be delivered automatically according to a designed flow.
If a subscriber has opened the email, they can automatically receive another one after some time related to that topic. Or you can even invite them to a free demo or webinar about a similar subject. On top of this, if they clicked on a specific link in the email (therefore showed interest for a particular topic), they can receive in the following days customized content similar to their interests. This way, you always nurture and give value to prospects and take full advantage of the automated flows.
On the other side, if a client hasn’t opened an email, automatic reminders can be sent so that the client remembers the opportunity you are providing through your eBook. This way, you raise your chances for them to engage with you.
- Now let’s take the example of new prospects. Each potential client subscribes to the website in their rhythm and according to the day when they see you promoting the eBook. Beforehand, your team can set up a flow of emails and paid ads for Facebook, LinkedIn, and Google that get into motion the moment someone entered your eBook landing page or downloaded it. This way, if they showed an active interest in the topic (by downloading the eBook, for example), you can continue offering reasons and valuable content that will make them choose you as a partner.
In short, the efforts necessary for acquiring new clients can be grouped and managed more efficiently. In the meantime, your marketing team monitors how the automated flow is performing and can adjust it once every few months to increase the conversion rates.
Leading marketing automation tools
You might be wondering then what marketing automation tools are out there that your company could start using. Luckily, many vendors offer customized solutions according to your marketing needs.
Let’s check out the market share of the leading marketing automation tools providers in the United States for January 2020.
Source: Statistica.com
As we can see, for January 2020, Hubspot is the leader, with a market share of 21.07%. The platform that Hubspot has developed offers quite some choices when wanting to start automating various marketing flows. We know this because we are a Hubspot Silver Partner. This statute means that we are certified experts in using the tools that the platform offers, including marketing automation for B2B businesses.
Final thoughts
Using leading marketing automation tools provides a significant competitive advantage. With better ROI, improved productivity, and employees’ morale, a B2B company can capitalize on opportunities and achieve its objectives. We understand, and we have the necessary expertise to help companies grow. Get in touch with us today and benefit as well from the features that marketing automation platforms offer.
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