How Marketing Automation Works in B2B Marketing
Marketing automation, one of the most crucial aspects of B2B marketing, is about streamlining digital marketing activities—having all of your data, contacts, campaigns, and engagement in one place—and reaching more qualified accounts with the most effective, relevant content.
It has the ability to combine the forces of all marketing and sales team efforts, ensuring all energy is maximized within a tight-knit, cohesive, efficient marketing strategy, with no accounts left behind.
90% of B2B companies either use marketing automation or plan to use it for upcoming marketing campaigns.
What is Marketing Automation?
Picture all of the technology you use to manage digital marketing processes and campaigns across channels. That’s marketing automation. These technologies then provide the ability to target accounts with automated messaging across digital platforms, which makes it a necessary tool for both account-based marketing and demand generation campaigns.
On a more individual level, marketing automation within a B2B marketing strategy has five key functions:
- Tracks individual moments of engagement within your marketing campaigns
- Leverages engagement data to help fuel the customer or account’s journey
- Provides full visibility of your marketing efforts’ effects on your company’s bottom
lines - Allows you to scale your account-based marketing or demand generation campaigns
- Reduces overhead costs—automation allows for an increase in sales productivity
The Power Duo: Marketing Automation and CRM
Peanut butter and jelly, marketing automation and customer relationship management (CRM)—two iconic duos who shine when aligned with their partner. The ABM Agency provides our clients with our marketing automation platform and exclusive customer relationship management (CRM) system to generate more leads, quicken an account’s journey through the sales funnel, turn them into loyal customers, and showcase the results of your account-based marketing or demand generation efforts.
When working together, our CRM and marketing automation platform provide the following:
1. Visibility
There’s no need for your sales team to hover around the marketing corner of the office, eagerly awaiting engagement data and the go-ahead to reach out. Marketing automation tracks account digital marketing activity throughout the funnel, providing key information and data points your marketers can share with sales along the way.
2. Automation
The ABM Agency offers the tools required to automate a large portion of your B2B marketing campaigns, ensuring content and information is delivered to your qualified leads efficiently and in a timely manner. Sure, there are a number of marketing automation tools out there, for say, email, but our automation strategy takes it to the next level. Every content element is custom-tailored to match a prospective client’s job title, industry, and position in the sales funnel. From there, we integrate turnkey solutions that deliver content in response to the intent data we’ve collected.
3. Reporting
How The ABM Agency Does Marketing Automation
You may be familiar with common marketing automation tools for B2B marketing, including Marketo, Hubspot, and Pardot. All are predominantly used throughout the B2B industry. The ABM Agency, however, functions as both a partner and a tool in the marketing automation space. We utilize a host of automated marketing techniques that affect everything from tracking to syndication and reporting, so you can keep using the CRM and marketing tools that fit your business model best. Our systems can integrate with the system you already have in place. And with marketing automation, you’ll lower your personnel costs and raise the quality of work your sales and marketing team produce.
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