Key criteria to adopt Marketing Automation in B2B businesses
Marketing Automation helps companies with monotonous marketing activities. Consequently, the marketing department can save time with repetitive tasks. However, B2B businesses must keep in mind some criteria.
Companies are increasingly adopting Marketing Automation software in the business. First, however, it’s essential to know why B2B businesses need it. Below, we explain the reasons why.
Why B2B businesses need Marketing Automation
Customised workflows
Tracking your leads manually requires so much time. With this software, businesses can use the leads’ inputs and share the right content at the right time.
Optimised processes
This software allows businesses to build processes across all teams to reduce customer efforts. Consequently, the customer experience is more likely to be optimal, and departments will optimise their time.
Integrated data and analytics
Businesses can have all the information of each lead on the same platform. So, it’s easier to track the metrics and set the following strategies.
Key criteria to adopt Marketing Automation
As we have seen, marketing automation provides valuable benefits. Nevertheless, B2B businesses must consider some critical criteria to adopt the software.
Marketing and sales goals aligned
The marketing and sales department must have an integrated and aligned strategy. Consequently, the provided content will be more attractive and stand out from the market. This includes messaging, downloadable content, offers, etc.
Processes simplification
When launching the campaign, the lead management and workflows must not be complicated. Another crucial strength to keep in mind is to be able to integrate the processes with other platforms, such as content, performance or digital assets.
Integrating all your strategies, data and processes can help launch and optimise effective marketing campaigns.
Efficient B2B Marketing Automation
Companies must accurately choose which B2B marketing automation platform they should choose. According to Gartner, “As customer buying behaviour increasingly shifts toward digital channels, so does the relative importance of marketing in driving account growth. As a result, commercial leaders are turning to marketing to help grow underpenetrated accounts and hit revenue growth targets in a more cost-efficient way.”