Marketing automation and the tools associated with it have shaped the way marketing strategies have been developed over the past years. According to Emailmonday, 55% of B2B businesses already use automation as part of their overall marketing strategy. Marketing automation has been around for years, but how is it defined today and how does it impact B2B businesses?
Marketing automation is defined by Techopedia as “the use of software and Web-based services to execute, manage and automate marketing tasks and processes, [replacing] manual and repetitive marketing processes with purpose-built software and applications geared toward performance.” Because marketing automation is a term that encompasses a wide array of marketing activities, Weidert categorises them into three—marketing intelligence, business development, and workflow automation. Marketing intelligence refers to the use of tools to observe and track online customer behavior. Business development focuses on the process of propelling customers through the sales funnel through various lead nurturing activities. It also encompasses email and content marketing, SEO, and social media. Workflow automation is all about managing marketing calendars, digital assets, and campaigns.
This coming 2020, your business may consider working with a B2B marketing agency in Melbourne to assist you in developing better marketing automation strategies for your business. Before you pick up the phone, consider these 5 B2B marketing automation tips that you can use in 2020.
Strategies to Improve your B2B Marketing Automation in 2020
Determine your buyer personas.
So you already have data on your potential buyers. Who they are, where they live, what industry they operate in. Now, it is important to determine and define your buyer persona. According to Martech Advisor, the success of any marketing program is dependent on how deeply you understand your customers and that any marketing activity must be aligned with your buyer personas. In order to define your buyer persona, you must collect information such as their job title, location, education, industry, responsibilities, pain points, objectives, and the like. By understanding these things, you will become more capable of offering a better solution to their problems.
Use the buyer’s journey as a guide to develop better marketing workflows.
Every buyer is unique. That’s why it’s important to look at your buyer persona and understand what challenges different customers face in different points in his or her buyer journey. Martech Advisor recommends plotting your content marketing strategy around the different stages of the buyer’s journey so you can provide better messages and better content at the exact time you need it. This is vital because you are trying to build a customer relationship from the very beginning. In this stage, you are trying establish your brand or your business as a credible, reliable resource for solutions to your customers’ problems.
Provide valuable content to your buyers.
Content is at the center of every marketing activity and while marketing automation can help your business gather data and analyse it, you still have to come up with your own content to provide value for your customers. When developing content, the Digital Marketing Institute has two pieces of advice: set your tone and personalise your content. Setting your tone from the very beginning will enable you to be more consistent and develop a sense of familiarity among your audiences. Remember to humanise your communication. After all, there’s a reason why marketing automation can’t write your content for you. You have to do it yourself because only you can add a human touch to it. Secondly, personalise your content. Different customers on different parts of their journey will appreciate receiving content that is tailored to their needs.
Utilize the tools available to track results and improve performance.
Now that you’ve invested in all the tools and developed relevant content that’s ready to be deployed or has been deployed, it’s important that you track your performance by monitoring email open rates, click rates, conversions, and other metrics that are important to your business. These metrics will help you tweak your marketing activities and content plan accordingly.
Prioritize customer experience.
There are a number of benefits to marketing automation for B2B businesses. In fact, Emailmonday reported that 60% of B2B marketers believe that improved user experience and relevance of communications are the biggest advantages of marketing automation. With marketing automation, businesses are able to improve customer experience by anticipating what they need and when they need it. The type of content served to a lead must be dependent on where they are in their journey and the quality of content must be relevant to their current challenges. These are factors that contribute to a better customer experience, even at the early stages of lead generation and lead nurturing.
Developing marketing automation strategies can be more efficient with the assistance of specialists from a B2B marketing agency in Melbourne. Marketing specialists can provide more actionable tips on how to improve your strategies in 2020. If you are looking to team up with a B2B marketing agency in Sydney or Melbourne, make sure to do research and go for an agency that has years of experience working with businesses in your industry. They will be most equipped in assisting you reach your marketing objectives.