B2B Inbound Marketing- 5 Excellent Marketing Automation Attributes to Concentrate On

With data and analytics taking full control of the B2B inbound marketing landscape, Marketing Automation must be right at the forefront for paving your path towards success.

Marketing Automation is basically software which assists B2B marketers to streamline the recurring marketing tasks. Marketing Automation is gradually strengthening its roots in nearly all the sectors of B2B right from creating more customized content to empowering relationships with target audiences and what not.

On the whole, B2B marketers are always ready to attain maximum results by applying all the marketing automation features to boost their digital marketing campaign quality, retain customers and convert sales like never before! Read on to get a comprehensive understanding of the key attributes of marketing automation to help B2B marketers leverage each opportunity in the best way possible!

Take a Look at The Vital Marketing Automation Attributes That B2B Marketers Cannot Ignore:

  

1. Dynamic Content Creation: 

     Nearly all marketing automation platforms assists to make, customize, send and analyze the email marketing campaigns, the point of difference here is on what basis the emails, landing web-page and website content is customized that is static customization through templates or dynamic content creation.

Progressive profiling is also a great marketing automation approach which pre-populates forms from identified data of potential customers and strives towards attaining extra information during every communication this allowing improved content customization and targeting.

Email content customization boosts your email campaigns’ open rate and customer engagement. Marketing automation can also increase the success ratio of your message deliverability, email previewing and mobile optimization. Landing page content optimization and addition of links in emails to the landing pages could absolutely impact the total number of visitors, boost customer engagement and conversion rates considerably.

2. Lead Generation, Growth and Management: 

      Lead capturing, lead scoring and fostering to attain qualified leads is one of the primary procedures of lead management and an integral part of the B2B inbound marketing process. Leads can generated from several different sources which add to the marketing automation database like website visitors, email marketing respondents, paid ad media campaigns, social media conversations, trade show attendees and other data sets acquired from the third party data providers.

As the leads are being generated there is an amplified requirement to classify leads into sales ready and those which need lead nurturing to make them sales ready. Online behavioral tracking and lead scoring are unique attributes which spell the success of marketing automation presently.

These features are extremely important in offering a proper understanding of your potential customer’s interests, factors for improved engagement and prospective buying decision. Online behavioral tracking process involves tracking the email opens and clicks, websites visited, social media behavior, keywords used and a lot more to understand your prospective customers’ buying behavior and the buying process phase they communicate to.

Lead scoring engrosses online behavioral tracking, identifying demographics and matching with BANT (Budget, Authority, and Need & Timeline) standards to assist decide if the lead or customer in question is all set to be handed over to sales. Proper lead scoring process assists in getting efficient and qualified leads, which eventually assure higher sales and improved ROI. Marketing automation facilitates the employment of the lead nurturing campaigns through multiple touch point approaches. All these processes blended with the drip marketing strategy and 1:1 messaging with prospects can transform the way seller-buyer connections are being created and strengthened.

3. Instant Sales Alerts: 

      Nearly all sales representatives invest a lot of time and energy endeavoring to understand when is the right time to begin negotiating sales with a prospective lead. With the latest marketing automation features which are now accessible, automated lead project has now become a reality. This vital feature assists in assigning leads to sales representatives at right times on the basis of defined criteria like lead score etc. Besides the automated lead assignment, one more exceptional marketing automation feature which has simplified the job for nearly all sales representatives is instant sales alerts. Instant sales alerts assist in improved lead tracking and simple assessment of their sales willingness on the basis of the defined parameters so that the sales representatives save time and crack deals quickly!

4. CRM Incorporation: 

     Marketing database is an extremely vital asset for every B2B marketer and B2B inbound marketing strategy. A marketing lead database is a lot more than merely a contact database, it is an incorporated record of all communications between prospective customers and your company comprising of all website visits, social media conversations, email records, clicks, opens and a lot more.

For leveraging all the opportunities which a marketing lead database may provide, integration with an advanced CRM system is required. Integrating with the best and effective CRM system could assist sales representatives easily access appropriate records and can also assist in updating of status of prospective customers in the sales process. Lead data improvement is the key benefit of CRM integration through marketing automation.

5. Mobile Marketing: 

    Mobile marketing is basically a multi-channel inbound marketing strategy which assists impact a massive volume of the target audiences through providing several touch points like apps, email, MMS, SMS etc. There are numerous marketing automation channels which enables the users to preview the email marketing messages across a huge number of email customers and devices. Besides these extra marketing automation features which have added an edge to mobile marketing comprise push notifications, in-app marketing, social media channel management through mobile devices  and a lot more.

If a B2B marketer succeeds to employ all these attributes effectively then, 100% B2B inbound marketing project success may soon be a reality! B2B marketers can double your profits every time through tapping into full capabilities of marketing automation!