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B2B MARKETING AUTOMATION

Deliver streamlined personalised communications at scale to increase leads and accelerate results

b2b marketing agency melbourne
The Lead Agency specialises in marketing automation with proven experience developing comprehensive campaigns that generate more better quality leads.

We devise customised marketing automation strategies that propel prospects through the buying funnel to purchase while also fostering lasting relationships with converted customers, generating long-term results for your business.

b2b marketing automation

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Our approach

At The Lead Agency, every campaign we run is strategically crafted to meet the needs and objectives of each individual business we work with.

We act as an extension of your business, which means we go beyond devising and implementing your marketing automation campaign. If an issue arises that is affecting the campaign or your business overall, we will leverage our collective resources and expertise to overcome it.

We build campaigns on our client’s chosen marketing automation software and link them to the relevant CMS / CRM.

We consider the unique buyer journey and the characteristics of your audience to develop campaigns that engage and add value.

We provide regular reviews to discuss what’s working and update the campaign accordingly to optimise your results.

We use lead scoring to manage and progress prospects through the sales funnel to ensure they are passed to sales at the right time for closing.

How we LEAD

Applying the LEAD Principle, we identify core strategies to break down your business's complicated processes so that we can develop and deploy a comprehensive marketing program. This is how we LEAD:

Learn - b2b digital marketing

We identify your ideal client, learn what makes them tick, where to find them, their business problems, and how you solve them.

engineer - b2b digital marketing

We engineer comprehensive marketing programs to uncover your audience's key insights, segments, drivers and objections.

act - b2b digital marketing

We run agile programs, measuring outcomes to quickly act and optimise for the best results.

deliver - b2b marketing

Whatever solution we implement, we deliver against your goals.

Your benefits

b2b digital marketing

Optimise performance with intelligent, data-driven marketing

End-to-end data-driven marketing automation campaigns can simplify workflows and improve interactions across the sales journey, which results in a significant boost to conversion rates. We ensure our marketing automation campaigns reach their full potential by harnessing the power of data to evaluate and optimise the performance of each channel based on audience response.

b2b marketing

Enhance efficiency and increase ROI through streamlined communications

We configure triggers that automatically send your messages to clients based on specific timing or actions. This not only eliminates the need for internal marketing resources but also streamlines communication with your audience, saving both employee costs and time for your business and ultimately increasing your marketing ROI.

b2b marketing

Create stronger connections through consistent and cohesive UX

We align design principles, visual elements, interaction patterns, and written content to create a uniform and coherent brand experience across multiple channels. By delivering consistent brand messaging, prospects can seamlessly transition between different channels, which fosters engagement and creates a stronger connection between the audience and your business.

b2b digital marketing

Engage prospects across multiple channels with compelling, complex content

As prospects progress through the conversion funnel, their behaviour evolves. We deliver content that caters to the specific needs and interests of prospects at each stage of buyer readiness. By strategically aligning your communications with the buyer’s journey, we ensure your sales pipeline is continuously filled with leads from the top of the funnel through to the bottom, ultimately maximising the number of MQL and SQL delivered to the sales team.

b2b digital marketing

Multi-touch omnichannel marketing automation strategies

Using marketing automation software, we can track user behaviour across multiple channels so that you can deliver the right messages to your target audience at the right time. At The Lead Agency, we use marketing automation to synchronise marketing efforts across various channels, ensuring consistent messaging, personalised content, and coordinated interactions are delivered to target prospects at each stage of their customer journey.

Case study

B2B marketing automation

Turning cold leads into a multi-million-dollar marketing automation outcome: $76 million in direct sales opportunities with marketing automation.

Read the case study

What makes The Lead Agency different

Marketing automation frequently asked questions

“Companies using Marketing Automation see 53% higher conversion rates than non-users” Aberdeen Group, 2017

The one-to-many approach doesn’t work in the B2B environment, where buyers are well-informed and will evaluate a multitude of alternatives before making a purchase decision. The Lead Agency specialises in B2B businesses, so we know the characteristics of B2B audiences and how to best target them:

  • More Thought-out Purchases: Since B2B purchases are typically larger and more expensive than B2C, they are most often high-involvement decisions, requiring a great deal of research.
  • Longer Sales Cycle: B2B decision-makers can be more hesitant in their decision-making. They typically want to know more about the business they are dealing with before committing to buy and are more likely to favour businesses they have developed a relationship with.
  • Complex B2B Buyer Journey: B2B decision makers are usually more educated buyers who research and compare alternatives. As such, it’s important to position your company in a way that differentiates it from competitors and articulates how you can add value to their business.

Considering all of the above, it is essential to treat each customer as an individual and not only educate them on the benefits of your product or service but also how your business will solve their specific needs.

Marketing automation is the ideal way of doing this. Marketing automation allows your business to track a prospect’s interactions with you and send relevant, targeted communications based on this. You also have the increased ability to segment and target your audience to ensure you are sending content that is relevant to their needs or problems and that they are actually interested in.

Effective marketing automation is all about aligning your marketing and communications to the stages of the buyer journey, allowing you to plan interactions based on what is most important to the buyer at each stage. The advanced technology gives you the ability to determine exactly when to give customers space and when to proactively contact them.

At the Lead Agency, we use marketing automation to ensure you communicate with your clients effectively, tailoring your B2B marketing messages to your prospects’ needs and stage in the buyer journey.

Choosing the right marketing automation software requires careful consideration of factors such as your business goals, budget, scalability, integration capabilities, ease of use, and customer support.

It’s essential to evaluate different platforms, compare features, read reviews, and even request demos or trials to assess which solution aligns best with your specific needs and requirements.

Marketing automation plays a vital role in lead generation by capturing, nurturing, and qualifying leads. It enables businesses to automate website lead capture forms, track visitor behaviour, and use this information to deliver personalised content based on user actions.

By nurturing leads through targeted campaigns, businesses can move them further down the sales funnel and increase the likelihood of conversion.

Determining the success of a marketing automation campaign involves analysing various key metrics and evaluating the campaign’s impact on your marketing goals. The following are some of the methods that The Lead Agency uses to assess the effectiveness of a marketing automation campaign:

  • Set Clear Goals: We start by establishing specific and measurable goals for the campaign. These could include increasing lead generation, improving conversion rates, boosting customer engagement, or enhancing revenue generation.
  • Track Key Performance Indicators (KPIs): We identify relevant KPIs that align with the campaign goals. Examples of KPIs that we may monitor include email open rates, click-through rates, conversion rates, customer acquisition costs, customer lifetime value, and ROI. We continuously monitor these metrics to gauge and optimise the performance of the campaign.
  • Analyse Engagement Metrics: We assess how the audience is engaging with the campaign by examining metrics like email open rates, click-through rates, time spent on landing pages, social media interactions, and form submissions. These metrics can provide insights into the effectiveness of each campaign and the level of audience interest and engagement.
  • Measure Conversion Rates: We evaluate which aspects of the campaign are driving conversions by tracking the percentage of leads that convert into customers, the revenue generated, and the return on investment (ROI) for each channel.
  • Assess Lead Quality: We determine the quality of leads generated through the campaign by evaluating the conversion rates of different lead segments, identifying high-value leads, and analysing their engagement and behaviour.
  • Monitor Customer Retention and Loyalty: Through measuring metrics like customer churn rate, repeat purchase rate, customer satisfaction scores, and referral rates, we evaluate the success of the campaign in generating customer retention and loyalty.

By closely monitoring these metrics and making data-driven decisions, we assess the overall success of the marketing automation campaign and make adjustments to maximise its effectiveness and impact.

Implementing marketing automation requires a combination of technical skills and strategic marketing knowledge. It can be helpful to have a team, such as The Lead Agency, who can manage the automation software, set up workflows, create engaging content, and analyse campaign performance.

There are several tools available for marketing automation that businesses can leverage to streamline their marketing processes. Some popular marketing automation tools include:

  • HubSpot: HubSpot offers a comprehensive suite of marketing automation tools, including email marketing, lead nurturing, lead scoring, social media management, analytics, and CRM integration.
  • Marketo: Marketo provides a powerful marketing automation platform with features such as lead management, email marketing, customer engagement, analytics, and campaign management.
  • Pardot: Pardot, a part of Salesforce, offers robust marketing automation capabilities, including lead generation, lead nurturing, email marketing, ROI reporting, and CRM integration.
  • Mailchimp: Mailchimp is a popular marketing automation tool known for its email marketing features. It also offers automation workflows, customer segmentation, landing page creation, and analytics.
  • ActiveCampaign: ActiveCampaign provides marketing automation tools like email marketing, CRM, lead scoring, automation workflows, customer segmentation, and personalised content recommendations.
  • Eloqua: Eloqua, now a part of Oracle, offers a comprehensive marketing automation platform with features such as lead management, email marketing, campaign management, customer insights, and social media marketing.
  • Infusionsoft: Infusionsoft, now known as Keap, focuses on small business marketing automation. It includes features like CRM, email marketing, automation workflows, lead capture forms, and e-commerce integration.

These are just a few examples of marketing automation tools available in the market. The choice of tool depends on the specific needs and goals of your business, as well as factors such as budget, scalability, ease of use, and integration capabilities. It’s important to evaluate different options, consider your requirements, and select a tool that aligns with your marketing automation strategy and overall business objectives.

Applying B2C strategies to a B2B campaign can be a costly mistake. At the Lead Agency, we specialise in B2B marketing automation campaigns and have developed and implemented a number of successful campaigns across a range of industries, including insurancelawtechnology and manufacturing.

Every client we work with has a unique sales cycle. We work to fully understand your business’s personal sales cycle and buyer journey before starting to work on the campaign. Once we’ve established this, we work on developing the marketing automation campaign, including:

  • Data Management: We work on getting the most out of your existing data lists by working out how to best segment your audiences for optimal targeting.
  • Website Updates: We make sure the landing pages on your website are optimised to convert ready-to-buy prospects and capture more information from those that are not.
  • Content Management: We create solid B2B content strategies for each marketing automation flow, ensuring we not only engage the audience but also position your business as a thought leader that provides valuable information.
  • Lead Scoring: We set up lead scoring to rank your prospects against a scale that represents their perceived value to your organisation. In doing this, we ensure that the best quality leads are passed on to the sales team or relevant department when they are most likely to convert.
  • Measurement and Analytics: We monitor and analyse every campaign to ensure you get a deep insight into the lifecycle of your prospects, from awareness to consideration and purchase. We also use this data to improve the effectiveness of the campaign.

Marketing automation is beneficial for businesses of all sizes. While large enterprises may have more complex needs and larger customer databases, small and medium-sized companies can also leverage marketing automation to streamline their marketing processes, nurture leads, and deliver personalised experiences.

There are marketing automation solutions available that cater to the specific requirements and budgets of all businesses, big or small.