B2B Marketing Automation

Scale with Ease through Marketing Automation for B2B Companies

What is Marketing Automation?

Marketing automation is one of the most effective digital marketing techniques to nurture leads and build customer relationships. But what is marketing automation, exactly? Essentially, marketing automation refers to any technology-backed cascade of digital marketing actions triggered by a user or by a backoffice command. 

Although marketing automation relies on technology to guide customer journeys, the end-user’s experience of these processes are sure to be quite familiar to you. For example, if you’ve ever received a receipt from a vendor that also contained offers for additional solutions related to your company’s purchase, that’s marketing automation. When a company whose solution you use reaches out and asks you to complete a customer service summary after an issue, that’s marketing automation too. 

Marketing automation is unique in its ability to consolidate and streamline inbound marketing activities. Imagine managing end-to-end social media campaigns on multiple platforms, tracking and nurturing leads through email marketing, email campaigns and automated emails, and enabling customer success at every touchpoint of the sales funnel, without adding bulk to your operational or financial overhead. This is the power of marketing automation, and it’s an absolute must-have for every B2B in the digital space. 

With the help of marketing automation tools like HubSpot and Oktopost, you can sync your marketing assets (content, website, promotions, etc.) to communication platforms (social media, email, website, messaging services, and more) and to your CRM, enabling you to execute multi-dimensional marketing strategies quickly and at scale. These marketing automation platforms are equipped with advanced monitoring capabilities that provide  a data-rich window into the efficacy of your marketing campaigns and sales funnel, delivering insights that benefit customers and organizations alike. 

What are the Benefits of B2B Marketing Automation?

Marketing automation is one of the strongest tools in our digital marketing arsenal, offering a variety of benefits, from time and cost optimization to identifying new revenue channels. Because marketing automation unites so many elements of a business, the positive impact is multi-faceted, reaching far beyond improved sales numbers.  

B2B companies need to employ a diverse range of traditional and digital marketing activities to thrive. Oftentimes, the sheer volume of marketing-related tasks can quickly overwhelm small teams. Marketing automation allows such companies to streamline their marketing and sales activities over multiple platforms and engage customers throughout each phase of the sales funnel without putting extra burdens on staff. Compiled data from Invesp reveals the potency of marketing automation, on average driving a 14.5% increase in sales accompanied by a 12.2% decrease in overhead. These are the kind of tipped scales that every B2B company wants to see, and you can have them too. 

Through marketing automation processes, B2B companies not only reap higher sales numbers, but can also accrue a number of additional gains relating to brand awareness, customer loyalty, and even improved business operations. In fact, companies that employ marketing automation generally enjoy marked improvements in customer experience and satisfaction. 

Whereas many companies have feared that replacing outreach marketing efforts that were traditionally led by representatives would leave the customer feeling bereft of a “personal touch,” research shows that the exact opposite is true. Sixty percent of millennials reported positive feelings towards companies that empowered them to solve problems independently. This counter-intuitive benefit, spurred by the customer-empowerment angle that automation drives, is just one of many that B2B marketing teams can enjoy when employing a marketing automation strategy:

  • Increase lead generation and sales 
  • Segment leads and implement lead scoring to better understand lead quality and increase the number of qualified leads
  • Save time and money on high ROI marketing activities
  • Finely-tune sales cycles and nurture leads with data-driven insights
  • Improve tracking and discover new opportunities
  • Upscale customer engagement and build loyalty
  • Raise brand awareness in multiple places, among multiple target audiences

Clearly, marketing automation confers benefits that reach far beyond resource and sales funnel management. These tools also provide incredible reservoirs of data that help brands pinpoint and seize new opportunities, and keep operations healthy through the constant initiation of sales flows across different points in the sales cycle. 

With marketing automation, you not only connect with key audiences with maximum ease, but are able to enhance your company’s role in your customers’ lives through increased distribution of relevant content. And, as a bonus, marketing automation also treats you to a constant influx of data that tells the story of your sales cycle, providing endless opportunities for evaluation and improvement. 

How Does B2B Marketing Automation Work?

Effective B2B marketing automation is necessarily strategic. Whereas B2C marketing automation (like the kind you experience with brands you subscribe to) has the flexibility to present content and offers at any point in the sales cycle, B2B marketing automation requires more forethought and a deeper understanding of where each customer relationship stands. 

In the B2B world, automation focuses more on support, relationship building, and education. Marketing automation strategy must therefore include a fair amount of segmentation, be fully attuned to the customer experience at every touchpoint of the sales pipeline, leverage market trends, and address buzzworthy topics to yield maximum impact. 

Inspired Marketing’s marketing managers have developed a four-step system to derive maximum ROI from marketing automation. 

Here’s How it’s Done.

At Inspired Marketing, we believe the success of any marketing initiative hinges on our understanding of your needs and assets, and on the clarity of the goals we set from the outset. In our first meeting, our marketing manager will perform an end-to-end analysis of your sales pipeline and review your current marketing assets and initiatives. We’ll discuss what success looks like for you and how we can achieve it with the support of marketing automation. 

Using the information we gather in the discovery, we’ll segment your customer base, implement lead scoring where relevant, and develop automation workflows that correspond to their specific place in the sales cycle. We’ll identify which aspects of your sales funnel are prime for immediate automation and discuss which marketing automation software we’ll use to centralize your marketing activities and converge them with your CRM. 

Through a detailed mapping process and preliminary lead scoring, we’ll understand how your automation can nurture relationships, perfect the customer journey through the sales funnel, and support conversions and upselling. We’ll also introduce new outreach channels and inbound marketing techniques to maximize conversion and customer satisfaction. 

Our marketing automation process transforms passive audiences to active ones. Together with a dedicated team of content writers, your marketing manager will lead the creation of effective inbound marketing assets that directly correspond to the customer journey and offer them meaningful opportunities to make the most of your products and services. 

Our digital media specialists will direct the technical implementation of these assets across multiple marketing automation platforms – Hubspot, ActiveTrail, LinkedIn Outbound Tools, Mailchimp, and more – meeting your customers in the spaces that they are most likely to interact. With this customer-centric approach to engagement, you’ll build clients’ trust, efficacy, relevance, and loyalty through each step of the sales funnel.

The greatest miracle of marketing automation is the sea of data it puts at your fingertips. When marketing automation tools are merged with CRM data, the successes and shortcomings of your marketing initiatives and sales pipeline become crystal clear. We use these insights for lead scoring and nurturing, to identify new customer segments and tailor automation plans for them, and to improve your overall automation workflow. Each week, your marketing manager will review the data and apply its lessons, setting you up for maximum growth with minimal effort.

Ready to Increase Brand Loyalty and Conversions through Marketing Automation?

At Inspired Marketing, our chief goal is to apply every bit of our expertise toward growing your business, increasing retention, and getting your brand the widespread attention it deserves. Talk to us to learn more about how your company can sail to new heights B2B marketing automation.

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