An automated platform is necessary for the B2B customer journey to enable promotional strategies at each stage of the frequently drawn-out and occasionally complicated decision-making process. Particularly, to aid advertising and marketing teams in better managing and acquiring leads.
Almost all of my professional life has been spent operating in the marketing automation field, primarily with B2B companies. Since then, I’ve learned what characteristics B2B organizations investing in digital marketing find most critical.
In this article, we will introduce some features of automation software that can help B2B marketers to run successfully. Keep reading!
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Characteristics Of Automation Software
It’s difficult to choose the best marketing automation software for a B2B company. There are many automation options, but not all of them are suitable for use in business-to-business environments.
However, we have narrowed down some of the essential features that are common among famous B2B platforms, like Tradekey.com. Let’s discuss this in detail:
Lead Scoring
In marketing automation, lead scoring refers to giving a prospect points depending on their actions to gauge how interested they are in the company.
When a potential customer opens an email, they earn two points. 10 points for downloading an eBook. When a prospect reaches a certain score, they can be considered to be highly engaged and prepared for outreach from the sales team because the points add and subtract based on the prospect’s activity.
Lead scoring is crucial for B2B companies because it helps identify the database’s prospects who are most engaged and thus most likely to make a purchase.
On the other hand, it can also be useful to group prospects who are identified as “cold leads” by the system so that appropriate action, such as adding them to a re-engagement campaign, can be performed.
All marketing automation software that a B2B organization considers should come with lead scoring as a standard feature.
Lead Grading
Lead grading, which is similar to lead scoring but different, is the practice of giving prospects scores based on their socioeconomic data. It involves identifying the most prevalent characteristics and demographics of your prospective clients.
For instance, a grade “A” candidate would be the managing director or founder of a company with more than 20 employees situated in the UK and operating in the communications sector.
The managing director or owner of a UK-based company with more than 20 employees in any other industry may then be a grade “B” prospect. A grade “F” prospect, on the other hand, might be the founder or managing director of a company with fewer than 20 workers and is based outside of the UK.
Grades can be pre-set in excellent marketing automation solutions so that, based on the data provided, new prospects are automatically given a grade when they sign up for the system.
When you pair this with a feature like lead scoring, you have a certain approach to guarantee that only leads that have passed the marketing qualification process reach the sales team for follow-up.
Automatically Assigning Leads
What happens when a marketing automation system displays the hottest leads important to consider? It is insufficiently efficient if the marketing staff checks each day and then chooses which sales representative to send the leads to.
New leads should be automatically assigned to team members by a strong marketing automation system. With the right tools, B2B companies can also base lead assignments on rules. Such as assigning leads to specific salespeople based on where they are located.
The goal of marketing automation is to improve internal process management as well as the distribution of communications to the outside world.
Integrating CRM
Any marketing automation software a company purchases should aid in bridging the gap between the marketing and sales teams, speaking of streamlining internal procedures. Choosing a marketing automation technology that easily interfaces with the sales team’s CRM is the simplest method to accomplish this.
Without it, the teams are either isolated or forced to manually transfer lead information. Sales teams need to be able to view a lead’s history. Including their online activities, the types of content they’ve interacted with, their email correspondence, etc.
This enables them to customize their sales interactions to the customer’s interests and pain spots. Perhaps, this improves their repertoire and increases conversion.
Dynamic Material
Personalization is crucial to successful marketing today and will continue to be so in the future. Consumers expect customized and individualized experiences. Since there are so many businesses competing for our attention and because marketing technology is constantly evolving.
In a nutshell, this refers to using a customized approach rather than a one-size-fits-all strategy. Typically, when presenting prospects with content, communications, and calls to action.
To ensure that the proper message is always in a presentation to the right person at the right time, a great marketing automation solution will enable you to add unique content to your websites, blogs, and marketing emails.
