Marketing automation refers to software or technologies that are designed to help marketing departments perform more efficiently. They carry out manual or repetitive tasks, that don’t need human intervention. It allows marketers to manage more channels, and focus on tasks that require a more hands-on approach. Examples might include email campaign software or CRM systems.
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The best B2B marketing requires a concerted effort from a variety of roles. Inbound, outbound and paid advertising strategies must all work together to achieve real lead generation. As budgets continue to stretch in the current climate, it can be challenging to balance resources and remain efficient in every department.
Marketing teams need assistance managing repetitive tasks for maximum time optimization. This is where marketing automation comes in. There’s no need for marketers to manually press the send button on email campaigns, or manually group leads according to different criteria. The latest technologies help marketing and sales teams to manage the customer journey, and ensure each customer receives a positive experience.
In fact, it’s likely that you’re already implementing some form of marketing automation already. Do you use a social media calendar? That’s marketing automation. Are you sending email sequences using a client like MailChimp? That’s marketing automation, too.
The Importance of Automation
The primary purpose of automation for any marketing team is that it frees up available time and resources. With an already busy marketing department, it’s important to implement as many strategies to ensure the team can function effectively. Marketing automation has proved a key approach to managing repetitive tasks, and ensuring that marketing can focus on more challenging tasks.
Team time is a finite resource, so consider asking where they could benefit from software or technology to take the weight where possible.
However, marketing automation isn’t just important for marketing teams. It’s important for the customer, too. Every exchange with a company should push the buyer through the buyer’s journey. The primary goal is to exchange enough information or conversations with a lead that they convert into a buyer.
Marketing automation is an important part of this process. Software like email marketing platforms, or CRMs, provide buyers with a clear route to follow and ensures they stay engaged with the business throughout. Without marketing automation software, many leads get missed and begin to stray from the buyer’s journey. This makes automation tools a critical component in any B2B marketing approach.
Finally, marketing automation platforms provide key analytics. Analytics drive decision-making in marketing. They help you understand when campaigns are working, and when they’re not. These platforms ensure that every interaction with a piece of marketing content, or the business as a whole, is logged and understood. This is valuable data for the success of your marketing efforts.
The Benefits of Marketing Automation
Aside from the above, what are the primary benefits of implementing automation tools? It’s important to recognize that this software benefits both the marketing team, and the customer.
Improved Customer Experience
Automation tools ensure that each lead gets a different experience, and a positive one. Each interaction should be based on the individual person and their questions or problems. Marketing automation allows you to target your communications. For instance, if your customer downloads a whitepaper, your automation tools should follow up with other relevant content. The customer gets the information they need, thereby strengthening the relationship.
Customers are becoming savvier. They are able to identify marketing messages that aren’t meant for them. Ensure you’re making real connections with automation. Ultimately, this results in qualified leads for your sales team.
Since automation software helps to improve efficiency, this means that your marketing teams can focus on the most important tasks. The more their time is used productively, the better the ROI for you as a business. Paying your marketing team to complete repetitive tasks is just wasting valuable budget.
Relevance and Omnichannel Marketing
Your target buyers occupy more than one platform. They likely receive emails, use Google to browse, and spend time on social media. Optimizing time with automation tools means that marketers can target a variety of channels, with more relevant content.
The analytics available allow you to tailor each message to the channel, or the individual. Keep leads engaged by showing them the right content, at the right time, on the right platform.
Top Tools for Marketing Automation
The majority of the most popular marketing software offer automation tools built in. Here are just a few examples of industry favorite marketing technologies:
- HubSpot: a popular CRM and automation tool that allows you to build targeted campaigns across email, social media, and more.
- Salesforce/Pardot: a CRM centered around driving the sales effort for B2B companies. Manage customer service, analytics, and automation.
- Marketo: a software owned by Adobe, Marketo is more challenging to use than HubSpot or Pardot but offers the same levels of functionality and is great for more technical marketers.
There are plenty of alternative automation softwares out there. It’s important to consider your budget and your goals, before making a commitment. However, it’s definitely worth taking the time to investigate where your marketing team could benefit from a little extra tech power.
At Nituno, we are a HubSpot partner, and we work with B2B tech companies to build holistic marketing strategies that perform. Our teams of content writers, SEO strategists, and tech experts are here to help you drive your lead generation. Get in touch with us today.