Intro
A growing number of specialized approaches and technologies are available to assist marketing and sales teams to achieve tangible results. In addition, as the industry progresses, cutting-edge marketing automation practitioners now have many years, if not an entire decade, of experience, which means the insights we get now are way more precise and tangible.
Let’s start with what sales automation is; it’s a holistic way of thinking about your marketing & sales. It allows businesses to stay in touch with leads and customers on a regular basis. In response to email subscriber activity, this causes an automated message or series of messages to be sent for both B2B and B2C clients. Personalization is a big deal in B2C. B2B, on the other hand, is about educating rather than personalization. B2B automation also encourages leads to convert by providing them with valuable, educational content.
Repeat & Reuse
Most systems, of course, can assist you with email marketing and other parts of your system automation. But, as you work to maximize your system’s potential, ask yourself, “What repetitive chores are taking the longest?”
Automation is ideal for repetitive jobs, whether updating a Customer Relationship Management System (CRM), attempting to follow up with your finest leads by hand, or prospect development. Automating these operations can save you a lot of time and effort. When you’re looking for ways to automate, don’t forget to think about integrations. For example, a platform that connects to your payment processing software or Facebook ads can help you optimize your resources better.
Lead nurturing
Lead nurturing is the process of informing and nurturing leads through automated email marketing. The most typical use case for B2B marketing automation is guiding leads through the acquisition cycle.
This strategy is especially effective in the B2B sector, where leads require a high level of trust and education before making a purchase. You can do this through automated reminders to contact prospects who have gone cold and keep them engaged with continuing email marketing. You can use prospect email addresses to create audiences for retargeting and display ads. You may also adapt your messaging to the services your leads are most interested in by using segmented campaigns. Leads are more likely to connect with material that is relevant to their current challenges and needs. And finally, follow up with tailored content once a lead joins up for your list until the lead is warm enough to book a meeting.
Meetings link
If you only remember one thing from this article, make it getting your salespeople (and yourself) set up with a meetings link. These magical links enable a prospect or colleague to schedule a meeting with you at a time that works for them, based on your availability. There will be no back-and-forth about finding a time, no holding multiple times on your calendar, and no waiting around for a reply. It will save you countless hours, which you can then devote to implementing more marketing automation tools or simply taking a break to reflect on your sales and marketing success.
Segmentation & customer profiling
We strongly advise segmenting your B2B leads based on their activity, engagement, and other common traits. Segmenting your email list results in more relevant messaging and increased engagement on all fronts. Build your segments based on industry, application, job title, or other relevant fields that might affect the messaging or content you want to send to these prospects. Any business can save a lot of time by automating their list maintenance. If your automation platform supports dynamic segmentation, getting started is a breeze and creating automation workflows that automatically shift contacts to specified lists based on web pages visited, email interaction, and others factors. By automatically assigning properties to individual customer profiles, you may keep this database up to date with automation.
Track everything
The term “tracking” refers to the website behaviour to initiate automated B2B campaigns. For example, visiting specific landing pages and/or clicking on a specific link is referred to as “website activity.” In other words, anything a lead does on your site and where they are coming from. It’s an excellent opportunity for you to offer some additional information directly, whether it’s about pricing or a specific product. All you need to do is add a UTM tracking code to your website. Then, connect your outbound email system to HubSpot or your CRM if you’re using one for cold email outreach. Once you’ve integrated your data sources, you’ll have greater visibility and options in the future. Then, when a subscriber opens an email or clicks on a link on your website, this information will be collected. This is an excellent way to leverage likely-existing relationships; you can gain additional data visibility and minimize manual CSV downloads and uploads.