Marketing automation is increasingly becoming mandatory for most businesses. At one point in time, CRM or customer relationship management was cutting edge technology. In business marketing, there was a time when lifecycle marketing was in its nascent phase and companies wondered if it would be of any positive impact on their ledgers.
As time has proven, innovations like those have revolutionised the way companies go about their businesses. B2B marketing automation is poised to do the same. Today, business marketing would be relatively ineffective if not completely futile unless it is automated.
Despite the growth in the B2B marketing automation industry, many companies don’t really know the nitty-gritty of what business marketing automation is.
What Is Marketing Automation?
Marketing automation is basically the software that can automate every aspect of business marketing. There are certain services that come along with the software which would be provided by either a vendor that sells the software or it would be provided by the developer itself. The marketing automation software can automate, streamline and measure all marketing workflows. The primary purpose is to increase efficiency of a company’s modus operandi, to improve the B2B marketing practices and to positively affect the bottom line of the business by facilitating growth.
Business Marketing Automation Simplified
The description of some marketing automation software can be pretty generic. It is necessary to break it down to what the software can actually do for you. First, B2B marketing automation helps a company to target a specific audience. By automating the selection of specific groups or audience having a certain profile, all contents would be targeted at people or businesses who would be actually interested in what is being presented. With hyper-specific targeting, any company can generate more qualified leads and the lead to sale conversion rates would increase exponentially. This will have a direct bearing on the business marketing budget and also revenue.
With B2B marketing automation, a company can improve its email marketing campaigns, can nurture leads in a smarter way so they transform from potential buyers to buyers, a company can finally get useful data pertaining to social media which is a mystery to most people and automation can also allow a company to get more personal with customers.
With the right kind of B2B marketing automation, a company can save money, calculate the returns on every investment and can also subsequently strategize the way forward after factoring in the pros and cons of already executed campaigns.