Let’s accept it. As a B2B marketer, your life is pretty great at some point or another. You begin the day at 9am greeted by a warm Starbucks Latte, a fruit basket from Walmart, and your marketing team singing ‘this is my fight’ song in acapella. Later in the same day, there is a fresh grilled tuna for lunch, engaging business meetings, and then you log out of the office by 5pm to drink some beer. Oh, sorry…I was just dreaming again.
EMBRACING the B2B Reality. A B2B marketer’s job today is nuts, and complex, and it feels like any moment the earth could spin off the universe because we are moving so quickly. Your goals are fast growing, you have to show ROI on your B2B programs, support your marketing and sales organization, and in most cases you have a little too less time and resources to get the job right and done. While there are many institutions that provides on how best to approach B2B marketing challenges, there is definitely one solution that can be provided: That is B2B marketing automation.
Here are four good reasons why you should consider B2B marketing automation.
Instead of making a lot programs from scratch each time, with B2B marketing automation you can duplicate them. This will sound like to the ‘copy – paste’ function in Microsoft Word. Let’s use an example of making a B2B webinar program. Using standard tools to build a website ot a landing page, your B2B emails, etc. can take around 18 steps and approximately 1 hour. With this B2B marketing automation, B2B campaign program can be completed by copy-pasting elements of previous programs in about 3 minutes. You can utilize the extra time to work on improving your sales campaigns and come up with new B2B strategies to engage B2B prospects (or have a Starbucks latte –chuckles here).
- Personalized and Relevant Business Marketing
Most of us know the value of editing our contact database when sending B2B emails, so why would you only have one business message on your website? Using B2B marketing automation, you can personalize the experience for known and new visitors in your website. By making a relevant user experience, you can increase engagement and conversions.
Furthermore, because B2B marketing automation helps B2B marketers listen to their B2B prospect’s activities, behaviors and preferences. Plus, you can send relevant information to business pros in real-time depending on their activities. These privilege will allow you to create more of a dialog with your potential business partners, versus a one-way, mass-message based interaction.
- Deliver TOP B2B Leads to Sales
B2B Marketing automation will let you to use key tools to deliver the ‘best bet’ B2B leads to sales. One of these tools is B2Blead scoring and nurturing. It’s my favorite because it helps us identify the right business prospects for your sales team to follow up with based on fit, interest, and buying stage. B2B Marketing automation also incorporate seamlessly with your B2B prospects relationship management platform (PRM), which means your sales team doesn’t have to log to another platform, but instead they will see B2B lead information organically.
- Measurement and Thresholds
Last but not the least, B2B marketing automation makes my time easier by making measuring our business marketing success simple and measurable. This let us B2B marketers to comprehend how a particular channel or B2B program has performed at different time frame. You’re also able to view in advance each touchpoint a potential B2B partner took from acquisition to purchase, even if there are multiple salespeople who engaged with B2B programs and content at different times.