Marketing Automation Solutions for B2B Marketers

Marketing Automation Solutions for B2B Marketers

The B2B buying process has undergone a sea change in the last decade or so. Access to product information, customer feedbacks, industry opinions etc. has made it easier to research on a company and how well it’s offering may fit the requirements of the buyer.

However, the overload of information many a times makes it difficult to choose. After all, it is not easy to choose from a list of vendors, who claim they are the best, offer the most revolutionary products and have a huge list of customers who would vouch for their professionalism and the abilities of their product.

Apart from clarity on the problem at hand it is important to understand how adaptive a B2B company and its resources would be to a solution. This will ensure that they will buy a solution which is least disruptive in a working environment and yet delivers all that it promises.

Marketing automation is a solution which assists marketing teams to find more qualitative leads and prioritize them, understand the needs and requirements of the leads, easing the process of nurturing them when not sales-ready and measure the return on the company’s marketing investment and marketing department’s contribution to the revenue generation process within the company.

While this is being done marketers need to strategically think and plan lead generation, nurturing and management campaigns and assist prospects in the decision making process through their buyer journey. Marketing automation ensures that marketers are able to track all those leads which were interested in checking out the product on the website, but left without sharing their info.

Add to that the other insights that marketing automation solutions provide, about the lead, like – their ‘company name’, ‘pages of interest’, 'intent’, ‘possible identity of the visitor’, etc. and marketers will have enough insight to proactively pursue a lead and pitch to him, than wait for him to get back.

So yes, there is definitely a higher chance of marketers closing in more sales, because marketers are introducing themselves and creating a mindshare among their leads at an early stage. So we could say that the top benefits of using an intuitive marketing automation platform would be that sales teams can assess whether the prospect can be converted into a business opportunity based on the interest areas on the website and the buying power of the prospect. This is because this information becomes key to Sales to carry on with their lead nurturing programs.

For marketing automation solutions to really work, companies require processes to be put in place, thoughtful resource allocation and an understanding between the sales and marketing on how they will manage the leads in the company’s sales funnel.

Therefore, the crux here is that marketers need a marketing automation solution only when there is an appropriate use for it.


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