Want to know more about the pros and cons of marketing automation for B2B? Read our marketing automation FAQs to learn more.
What are the benefits of marketing automation for B2B?
With a marketing automation solution, you can do more, with less. By automating standard repetitive marketing tasks, you have more time to focus on other projects. But it doesn’t just save time. A marketing automation solution also allows you to segment and target your prospects and customers much more precisely, increasing engagement and opportunities. With the detailed reporting offered by marketing automation solutions, you can also see exactly how your prospects and customers respond and interact with your communications, so you can adjust your strategy and messaging as needed. Today, your audiences expect personalized, tailored content, and marketing automation offers with the best way to provide it.
What about my competitors – are they using marketing automation?
If they’re not already, you can bet they’re planning to implement it soon. According to global research company Forrester, global expenditures on marketing automation systems will exceed $25 billion within five years, representing an annual growth rate of 14%. And 55% of marketers from around the world are planning to spend more on marketing technology in 2019.
If marketing automation is so great, why do I hear about implementations that fail?
With all major shifts in processes and technology, there are challenges. The key is to choose the right technology, plan carefully for the implementation, and commit to the new program with resources including staff and content. Marketers who failed with marketing automation, or found that the benefits did not materialize, cited these problems as a cause:
- Not enough quality content
- Staff skills not up to the task
- No clear strategy in place
- Poor data
- Misalignment between sales and marketing
- System too complicated
It’s important to consider these aspects before your implementation.
What skills do I need to manage marketing automation successfully?
In addition to your marketing savvy, you need to understand the online space and digital tools, including content management and ecommerce platforms, analytics, lead-generation tools, and data management. You should understand and embrace the buyer’s journey, and know all the touchpoints and types of content that are appropriate along the way.
In addition, you should have an understanding of the different roles and responsibilities of your colleagues who support you in this area, including your copywriter, social media manager, analytics manager and your graphic designer. Plus, it will help if you are good at thinking both creatively and analytically.
How will I know if I’m succeeding with marketing automation?
Your metrics will tell the tale. An increased number of leads, better lead scoring, improved customer experience … these numbers will tell you if you’re succeeding. You should also see improvements in productivity and in managing your database, gains in marketing ROI and a closer alignment between marketing and sales.
How do I choose the right marketing automation solution for my organization?
At last count, there were more than 200 marketing automation solutions on the market. Some organizations create their own in-house versions, and some outsource their entire marketing program to an agency, including marketing automation. Most companies, though, opt to buy a marketing automation software platform, which they implement and manage.
At Living Stone, we recommend HubSpot, the world’s leading all-in-one inbound marketing and sales software. As a certified HubSpot partner, we understand the full capability of the platform, and offer in-depth expertise in tailoring it to the unique needs of your organization. We can help you implement HubSpot, manage your onboarding process, and fully support you with your marketing and automation programs. You can read about how we supported Cerus in its implementation of HubSpot here.
Want to learn more? Download our Free Guide: How to Optimize Your Marketing Automation.
In this guide, we'll walk you through the proper steps for optimizing your existing marketing automation strategy. We'll answer the questions:
- Am I using the right marketing automation software?
- What are the best ways to segment leads?
- How can I use marketing automation to close more deals?
- What other tools can I use to make marketing automation more effective?