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Marketing Automation: Is It A Good Strategy For Your B2B Campaigns?

Everyone is aware of the digital revolution that has occurred as a result of the global pandemic. Almost every organization and industry has chosen to go digital to expand its reach, build a brand image, enhance ROI, and connect with customers (the new and old ones as well).

There seems to be no second thinking about marketing that has helped advertisers boost the brand value of the company while also improving other aspects of the business. The use of online platforms has grown by around 50%. Using these numerous digital platforms and adopting various methods by experts is the thing to do right now in the industry. Though COVID-19 increased the usage of digital platforms and the requirement to implement digital marketing, is your Marketing Automation plan effective? Before we get into the three marketing automation strategies, let us define marketing automation!

Marketing automation assists in the identification of prospective clients and automates the process of nurturing those leads to sales-readiness. The program automates the steps leading prospects to the position where they may be engaged by the sales team to make a deal and begin an ongoing connection, and the information gathered can make it easier to pick marketing techniques. Marketing automation provides a crystal clear picture and information about your potential customer’s activity.

We now have a better understanding of what marketing automation is. Let’s see whether your marketing automation is excellent, and if it isn’t, follow the three principles listed below to go on the right track.

Establish a Lead-to-Revenue Process:

This procedure is a collection of rules that marketers may follow to properly implement their marketing automation plan. Your lead-to-revenue process should be included in your marketing automation plan. There should be explicit admission and exit criteria for each step.

Applying Lead Scoring:

This tool can assist you in distinguishing between strong and weak prospects. It is a vital step that any marketer should do since it is necessary to understand your company’s strong and weak points. Everything will be time-consuming to sit and do it manually, as well as to balance when to reach out and when not to. When it comes to lead scoring, these three indicators should not be overlooked: Firmographic, which helps one grasp the prospect’s industry, size, and location. It investigates the job title, gender, and potential. The behavior examines the interactions on the website as well as the prospects’ occurrences.

Build a Segmented Group:

Segmenting e-mail lists may be incredibly advantageous if you want to develop more relevant and personalized content and increase consumer interaction. Automation processes may be created to shift contacts to certain lists based on their unique engagement and interactions. However, to maintain efficient marketing automation, you must keep your account information up to date regularly. You’ll want to keep as many existing customers as possible by segmenting leads based on variables like product interest, marketing, and the amount of interest in the business. You may also use segmentation to identify leads that have had little to no activity in a certain timeframe.

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