Using a CRM? Why You Need Marketing Automation for your B2B Marketing
CRMs have served as a trusty customer management tool since the 90s. It went on to become the backbone of every Sales department across industries and countries. It helped shape the process of customer engagement throughout the years. But, CRMs are not enough anymore. The culprit behind this is technology. As technology is developing at a rapid pace, it has helped customers evolve. As a result, B2B marketers need something more to reach out to their audience. CRM does not cut it anymore and that is why you need marketing automation.
The last decade saw marketing automation slowly rise to popularity. It has definitely been a boon for both Marketing and Sales. The reason why you need marketing automation now more than ever is that it offers features that CRMs do not have. So, CRMs are not only obsolete but their replacements are here as well. It’s only a matter of time until every company realizes this.
Your CRM will only allow you to organize the information you capture on your audience. But, what if you could act on this information? What if you could take decisions based on this? Well, that is why you need marketing automation. It will help you to grow as a marketer and in turn, close more deals for your organization.
Personalizing Your Website
When customers have access to technology, that means they can make decisions on their own. So, generating leads and retaining them becomes a much bigger challenge than before. CRM doesn’t cut it, and here’s why you need marketing automation. It lets you personalize your website. This involves creating custom landing pages and forms for every single visitor that comes across your website.
Sounds like a lot of work doesn’t it? That’s the best thing about marketing automation. Most of these activities can be automated, even though you have to monitor the process strictly. Of course, you need to be involved in the process of personalizing the different parts of your website, but once everything’s done, you are good the go.
The best part about personalizing your website is the fact you can track and analyze lead activity. Whenever someone clicks on a CTA, you get notified. Whenever someone fills up a form, you get to follow that lead and see which web pages they visit the most. For example, if someone is frequenting the pricing page on your website, it would seem likely that this person is ready to buy your product. The more you use marketing automation the more you will get to understand your audience.
Omnichannel Marketing Campaigns
Your audience is present across all marketing channels these days. Just sending out emails do not cut it anymore. You need to have a strong presence in mobile and social media as well. So, that means you need to run multiple marketing channels. But, the problem with this is that it often leads to disparate marketing campaigns. Obviously, you need to run campaigns across all channels. But different channels have different requirements. Unless you meet these requirements your campaigns will result in failure.
So, in order to meet different expectations what happens is that your campaigns appear as multichannel marketing campaigns. They do not have any connection between them and end up as disparate ones. This is something that you would want to avoid as a B2B marketer. And, this is why you need marketing automation. Marketing automation allows you to launch omnichannel marketing campaigns that appear consistent across all channels. So, your audience has a better experience and that means more sales for you.
Nowadays, managing your leads is not only a priority but often time it is a menace. Leads have very little patience and if they see that you are not relevant to them, they will go to your competitor. This hurts your business but with marketing automation, you can make sure that you retain most leads that walk in through your door.
The first step of lead management is generating leads. If you cannot generate leads, forget about closing deals. Through personalization, marketing automation makes it easier for you to generate leads. Now, comes an even more difficult task, nurturing and retaining these leads. You just cannot hand a lead over to sales after generating them. Most leads aren’t even sales-ready when they enter the sales cycle. You will have to produce the right content to keep them hooked at different phases of the sales cycle.
Lead nurturing is a crucial process but thanks to marketing automation it makes the process easier. You can assign scores to your leads based on the actions they take to figure out where they are in the sales cycle. Moreover, their lead score also reveals how close they are to being qualified. Once they reach the qualification threshold, you can hand them over to Sales. Knowing that a lead has qualified makes all the difference. Now, Sales can strike and close a deal when it’s hot.
Preparing For Marketing Automation
Implementing a marketing automation platform is a big change for any organization. You need to prepare in order to get the most out of it. Perhaps, the most important place to focus on is content. For B2B marketing, content is an integral part that you cannot ignore. Moreover, if you really want to achieve success then you will need all the content that you can produce. Marketing automation platforms thrive on content and the more relevant content you have, the better off you will be.