B2B Marketing automation and lead scoring
B2B marketing automation and lead scoring is a strategy for automating the process of capturing, managing and nurturing prospects through the sales cycle. It works in B2B because the buyer journey is long and information hungry, but it's also finding a home in consumer marketing. When you want to create journey that automatically guides your prospects to a purchasing decision you need marketing automation.
B2B marketing automation platforms
B2B marketing automation best practices and guides
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Stats for your B2B Marketing Automation & Lead Scoring
67% of marketing leaders currently use a marketing automation platform
68% of top performing businesses are using automation in their marketing strategies.
63% of the companies that are out growing their competition use marketing automation
B2B marketing automation is a tactic that allows you to capture leads and nurture prospects automatically based on their actions. Combined with lead scoring, marketing automation allows businesses to easily identify sales ready leads.
What is B2B marketing automation?
B2B marketing automation allows businesses to setup automation nurture emails for their prospects. Marketers can now send content to individual prospects based on where they are in the buying journey. Save time and increase ROI by developing create once and use many times nurture flows and marketing assets.
The B2B purchasing cycle is a long one, it can take many months for a visitor to become a lead and then eventually a customer. The longer the buying journey the more time and resources it takes to nurture that lead. Buyers are now also less likely to contact a vendor until later in the buying journey, meaning that marketing needs to do much more upfront. At the same time as buyers are becoming more information hungry, marketing budgets are being reduced. With less budget and higher demand, marketing teams need to do much more with less.
The solution is B2B marketing automation. B2B marketing automation allows you to set up automatic processes that your prospects go through without your intervention. Now your marketing teams can produce assets that can be reused multiple times. These assets can be shared at the right time, with the right prospects, with no need for manual intervention.
In essence marketing automation is about automating the many repetitive tasks that a marketing team might be responsible for. The most common application of B2B marketing automation is in email marketing, where nurture sequences are used to take the prospects on a journey towards becoming customers.
The difference between traditional email marketing and marketing automation is that emails are triggered based on the actions of the prospect. Triggers are defined by nurture flows where every action and response to that action is mapped. In the past where we might have sent out a broad email blast, now with B2B marketing automation tools, we can take a much more personal approach.
How could B2B marketing automation help your business?
B2B marketing automation helps businesses to take prospects on a content journey that nurtures them towards making a purchasing decision. It's highly methodical, measured and if executed correctly, very cost effective. It also supports the one thing every business struggles with, which is the close alignment of sales and marketing.
Planning – B2B marketing automation tools, allow campaigns to be planned well in advance and marketers are no longer dependent on a spreadsheet to keep track of when the next email is supposed to go out. There is now a single view across all campaigns.
Rules – B2B marketing automation tools can be set up with clear rules that prevent prospects getting spammed with multiple messages. Rules can fully dictate when a prospect receives a message or even if they receive it at all.
Prospect management – A marketing automation tool will keep track of your prospects as they move through the marketing funnel. With clear nurture flows, no prospect should be left behind.
Control – With all your comms coming out of one tool, it’s now much easier to track what messages are being sent and who is receiving them. Improved tracking makes it less likely you’re going to target the same audience with mixed or inconsistent messaging. Branding can also be controlled centrally with templates for emails and landing pages.
Cost savings – Your prospects enjoy a more personalized experience, and your marketing teams are now able to create campaigns and collateral that can be used multiple times over.
Automate sales-ready leads – Marketing can dynamically score the activity of leads and pass them to sales when they reach a threshold of engagement. Marketing and sales can work together to define that threshold.
It's easier to convert your existing visitors than it is to keep finding new ones.
Win B2B, Digitally.