The evolution of B2B Marketing Automation
The B2B companies that use marketing automation to send more personalized, timely and relevant messages that convert and increase leads. Regardless of the tool or platform used, marketing automation can be summarized in three main components: triggers, rules and content.
If the B2C focuses on personalized and highly relevant messages, B2B campaigns are often more mass-oriented and content for B2B companies are focused on education and value sharing for a large group and focused on cultivating a lead role through a funnel. .
B2B marketers use marketing automation in different ways. Often, they do not point to a personalized experience that is tailor-made.
Email campaigns often aim to conduct free trials, signups, onboarding and generate leads.
Sending automated email is based on events and statements that can be sent to subscribers to encourage participation and enhance knowledge on a certain product/topic.
Why does marketing automation work for B2B companies?
The 80% of marketers instead of working with a single vendor or a cloud-based solution for all their marketing needs, seek more tools and platforms for your specific requirements. Whether it’s e-mail marketing, landing page or social media management.
We are seeing a monumental change because marketing automation has become easier to afford, scale and implement than in previous years.
The strategies of marketers based on marketing automation currently focus not only on inbound marketing initiatives designed at generating qualified leads: today we try to offer a personalized experience that is expressed beyond the presence on social media or navigation within the website.
It’s important for marketers to manage the entire life cycle of their contacts.
We need to discover and involve the right interlocutors identified on the network when they show a need and before they are to turn to us.
The evolution of Marketing automation platforms
The Automation has become synonymous with email campaigns, nurturing and leadscoring; these characteristics, also being a fundamental part of marketing automation, are not enough to convert and generate leads. For this reason, vendors of marketing automation platforms are all committed to expanding their offerings to include customer life cycle management in the broadest sense of the word.
Marketing Automation is currently dealing with a series of technologies, processes and data necessary for the creation of turnover in all its forms. Many new elements come into play as:
- top-funnel marketing;
- the use of predictive analytical tools and machine learning to better focus their efforts;
- new sales technologies;
- customer experience.
Marketing teams need to collaborate with other realities within the company, and company technologies you must extend well beyond Marketing Automation platforms. To facilitate the closing of contracts and get more clients you must implement strategies of creation and implementation for each team.
These are the key points of the evolution of marketing automation and, consequently, most of the suppliers of marketing automation solutions and platforms in the B2B sector, increase their platforms with account-based accounting tools and features dedicated to the management of the cycle of customers lives.