With the number and complexity of marketing channels increasing day by day, it’s crucial for B2B marketers to connect with all of their target audiences irrespective of the platform they use.

Using marketing automation is a convenient option to bridge the gap between your business and your prospects.

This versatile technology has steadily transformed to become a mainstream component of digital marketing, allowing marketers to connect and engage with their customers effectively and more efficiently.

B2B Marketing Automation

The need to integrate marketing automation in your strategy goes beyond enhancing the efficiency of your marketing team.

When you embrace this tool, you embrace absolute optimization – you optimize the effectiveness of your B2B campaigns, you improve your customer experience, not to mention your overall marketing efforts and resources.

Whether you are a small- or medium-sized business entity or a multinational corporation, there are several ways you can leverage marketing automation to bring more value to your business.

Let’s dig in and look at 5 tips that will help you scale your B2B campaigns by incorporating marketing automation into your martech stack.

1. Fruitful Lead Scoring

One attribute that could single-handedly change the face and quality of your prospective pipeline is lead scoring.

Using an automation software or your CRM, you can identify the number of clicks, submissions, downloads and page views you’ve garnered. These metrics will allow you to determine how valuable your leads are and at the same time help you understand their interest and preferences.

Once you identify what elements drive these leads, you can move them further down the sales funnel where lead nurturing takes place.

You can assign points for the performance of pre-determined activities (an email open, visiting a certain page, downloading a document) and then set your automations to send communications when a particular lead reaches a certain score.

A study by Forrester Research shows that B2B marketers who use marketing automation tools improve their contribution to the sales pipeline by an average of 10%.

Scoring B2B Leads

It’s crucial that at this stage sales and marketing are properly aligned to mutually determine when a lead is ‘sales ready’.

Additionally, you need to determine which stages of automation the lead needs to go through to be prepared for the final stage.

Once you use CRM or automation tools for a while, you’ll be able to recognize the journey of a typical buyer through a sales funnel.

What’s more, you’ll be able to zero in on the exact point that tells you how to score a lead.

You’ll learn to identify the type of content that a prospect likes to engage with before they convert from promising leads to paying customers. You can curate successful B2B campaigns in the future based on your findings.

2. Curation of Targeted Emails

Email marketing is a fool proof strategy to generate promising leads. Automating your email campaigns can give you that extra push to scale and enhance your business.

Start off by segmenting your data so that you can use it to send more targeted emails with relevant information that your prospects can benefit from.

When you go the extra mile, your prospects are more likely to convert. It goes without saying that your emails need to be more personalized, more tailored to your prospects to increase conversions.

The least you could do is use the first name of your leads in the opening so your email doesn’t look too spammy, detached and cold.

How to do B2B Email Marketing

Your message should consist of clear, prominent CTAs (call-to-action) that coax your recipients to click on important links you’d incorporated into the email. Once they click, they can be moved into the ‘interested’ section of your B2B lead generation process.

You can automate your email on the backend to send follow-up emails over the course of a few days and weeks, reminding them of this amazing opportunity you have for them. Offer freebies, a free demo or an ebook perhaps to pique their curiosity!

3. Leverage Social Media to its Maximum Capacity

If you wish to maintain a dynamic and competent social footprint, then automating your social media is an absolute must.

With automation integrated seamlessly across all your social channels and platforms, the impact of your social media will be further reaching.

There will be DMs to respond to and tweets to send, not to mention posts to like and share and otherwise engage with. You’ll be posting more regularly, so you’ll also need to have team members monitoring your channels to ensure there is a human element.

Moreover, you need to check in periodically to send across relevant tweets or responses to current events and affairs while reacting to trending information around your business in a timely and appropriate manner.

Pre-scheduling social media posts will boost your efficiency, but you have to realize that some social media must be done manually.

While all of this may sound like a handful, scheduling content ahead of time will be hugely helpful. With automated posts, you can stay on top of your social engagement and interaction while planning your next move effectively.

B2B Social Media Marketing

If you don’t have the resources in house, look to hire a B2B marketing agency that specializes in social media marking for B2B companies.

With the right B2B agency backing you, you can automate and kick off entire campaigns across your social media channels.

For instance, if a lead signs up to something through your social media, send across an automated email introducing yourself and letting them know what they can expect from you.

You can also send automated personal or direct messages to people who like your posts or follow you or your page on any social media platform. Although, you need to do this carefully, as sending an automated response to new followers can look really impersonal if you do it incorrectly.

There are some software programs available that can help you to tailor and personalize your message with your new followers’ first names. This can be hugely helpful as it helps cloak the fact that the message was generated automatically.

4. Creating Optimized Landing Pages

If a prospect visits one of your landing pages and provides their contact details via a form, you should act on it immediately.

As the saying goes, strike while the iron is hot. Ensure that you send out an automated email shortly after the prospect visits your landing page.

Make sure to tailor an interesting response – extend an enticing offer or add some additional value so that your recipient sees as a win-win by continuing to engage with you.

If a prospect has shown interest in your product or service, then you need to nurture and cultivate that interest by demonstrating the value that your offering brings to the table and solve their particular problem.

From this point on, you could send across a string of relevant emails to further develop your relationship with the lead. This is also known as a drip email campaign.

According to Salesforce, you need an average of 6 to 8 touches to generate a promising and viable sales lead, as many people are now indifferent to traditional marketing techniques.

You need to offer something fresh, something exciting, something that intrigues them. Look for alternatives to a free trial or demo.

Step 1 is to capture relevant lead information, which you’ve already accomplished; now ensure that you keep each lead’s attention hooked by steadily popping up in their inbox after they visit your landing page.

Staying at the top of your prospects’ minds while holding their interest is the name of the game.

Statistics show that you generate 20% more leads through nurtured leads as compared to their non-nurtured counterparts.

This means you need to leverage marketing automation by establishing triggers for nurture emails which will increase your chances of producing more promising leads.

5. Create Personalized Web Pages

You can now present your prospective clients with a personalized web page, thanks to Personalized URLs (PURLs).

This can work in your favor, as it helps create a good first impression. Use dynamic content to tailor your message on your website and email and highlight the aspect of ‘personal touch’ as much as you can here.

Needless to say, the content you create and send across to prospects should be bespoke to their needs – meaning your automation tool should deliver only relevant information to them.

Here, you can leverage your robust email campaigns to ensure that your leads continue seeing information that relates to them and captures their attention irrespective of the stage they’re in within your sales pipeline.

Personalized Website Experience

Personalize your web pages to identify geographic locations by detecting IP addresses.

This will give you more insights on your target leads along with more ideas that will help you address your visitors in a more direct manner.

Another alternative to present a more personalized web experience is to host forms on your homepage to try and find out a little more about a visitor’s requirements.

Don’t crowd this page; add a maximum of three questions. You can then use marketing automation to nudge them to visit the next page which is tailored directly to them.

To Sum It Up

You can use marketing automation to give your B2B campaigns a complete makeover with its dynamic, proactive, multi-touch approach.

Marketing automation harnesses an omnichannel feature to gain maximum visibility and reach that helps generate an impressive rate of lead engagement – and ultimately conversion.

Your business can benefit significantly by implementing marketing automation to drive business and grow and nurture your pipeline more efficiently and effectively.