About 59% of the companies already make use of marketing automation tools. It is one of the best software to grow your business. Let’s learn about the b2b best practices for b2b lead generation. An all in one inbound marketing software that helps in creating leads into customers and saves time for both the marketing and sales team.
What is marketing automation?
It is the process of managing marketing processes like multifunctional campaigns, multiple platforms, and sending text and emails when required. It helps one in capturing the leads and developing relationships. Its multiple functionalities include email, text, web marketing, analytics, and social media.
It is commonly used in the form of email marketing. It makes you respond like a human would be popping up with similar and needed content according to the buyer persona.
Why is marketing automation used for?
The marketing automation software is used by the marketer's team for planning, coordinating with one another, managing and measuring all the conversion success both online and offline. It is used for marketing and converting a lead to customers. It is the best b2b practice for lead capturing.
It is different from CRM as CRM is sales focused while marketing automation is based on marketing purposes.
When does marketing automation come into use?
Suppose two people visited your website. They signed in for the newsletter, downloaded the free pdf, and even visited other social media channels. But, both parties have different requirements. Interests, and timeline. One has to buy immediately and the other wants to spend a bit of time exploring more.
So, here comes marketing automation into best practice for b2b and allows you to segment the leads and send them targeted emails based on their interest and behavior.
It is the best b2b practice because it is,
Behavior-driven
Performs multichannel campaigns
And, cross-platforms.
It sends an email or triggers SMS or internal notification based on the most relevant search results, social media activity, and other channels respectively. It simplifies your marketing tactics as it should be.
How should you use marketing automation for automated leads?
The very basic step is, to begin with, an email workflow that warms up the receiver by the piece of content that is being sent to qualify them as your customer. The various ways one can perform this are given below.
The Opt-in-forms for the email list
You need to use the traffic that generates on your website every day. The best way to do so is by offering a free guide, pdf, or invitation to any webinar. The other way to do the same is to offer a lead magnet, as in a free report or eBook. Automation tools like conversion xl offer a free guide to conversion optimization to readers that opted for receiving email.
The other way is to give them options for downloading the blog while they are reading it by capturing their email. You can also offer a once a week or fortnight article or both that will be sent out to them ( automated) and you can have your leads email.
Delivery of opt-in-forms
Now, that the lead has signed up for the opt-in offer, start conversing with them. Don’t just pop up on their notification section send a personalized email ( automated) to make them feel special and cared.
Attract the pdf with two-three lines of greeting. Be their library and give them the information that they need.
Offer a bit of EXTRA!
Discount, giveaway, and extra free content is always welcomed with a warm heart. This can be your ticket to convert the lead into a customer or get their attention.
In marketing time management is crucial for success in any department. And, now you need to be very sure of who you are spending time with and how much. Get right into giving less time to low-interest subscribers and more to highly motivated subscribers.
Now, to know who got more interest in your services offer a second content and use that as a separate lead list from interested people. You can direct a subscriber when they download your extra content. You can make use of the automation workflow at this hour. This will give a list of potential customers.
Redirect the list to the team
Once, you have identified your interested b2b leads and the right fit for your business growth too. Transfer the list to the sales team. Now the sales team needs to have a great follow up strategy made. This process should take place when the segmentation is done clearly.
The marketing automation simultaneously will be notified about who the new prospects downloading the extra content are to move a step closer to business.
Engagement
This has to be your final step. It will warm up the subscribers again. And it needs to be at a regular interval. B2b lead generation demands engagement.
You need to keep motivating your subscribers be it new or old. The interested ones need to be given extra attention and the new ones will be welcomed with the same care. Keep sending the email, freebies, pdf to download and reengaging them. It takes time but you will have your lead conversion eventually.
Closure
Marketing automation is not an easy task but requires time management and smart work of software choice. It is beneficial for both the sales and marketing team. 78% of companies have invested in marketing automation services. Try giving a shot with a clear goal and improvise with the saved time in different departments.
