How to choose the best B2B marketing automation platform

    How to choose the best B2B marketing automation platform

    B2B marketing automation solutions are known to have made it easier for marketers to target the right clients with relevant marketing campaigns

    The sudden increase of digital devices and channels has made it difficult for B2B marketers to deliver accurate target goals on the correct systems at the right times. In recent times, clients have ended up managing the buying program by themselves. They have created decision lists by self-researching on the social channels and brand websites, all without a single interaction with a sales rep.

    To be more productive and efficient, marketers must be aligned, creative, and targeted with sales goals. They need to practice better visibility with client behaviors and attributes. To rise above the changing market dynamics and increased pressure of ROI, marketing leaders propose the following measures.

    Improving the functionality to generate more qualified leads

    The marketing automation solutions can blend different criteria like filmographic, behavioral, demographic data, etc. with a scoring process that detects and generates sales-qualified leads.

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    Marketing efficiency

    Automation of manual and time-consuming processes related to content personalization, management, creation; data hygiene; campaign execution, and scheduling; sales communication and lead nurturing will save a considerable amount of time and increase productivity.

    Sales and marketing goals alignment

    Proper alignment between sales and marketing goals can be achieved with the help of marketing automation software. The software ensures that sales reps are going forward with sales-ready leads. Improved collaboration to define qualified leads and scoring parameters setting enables marketing and sales team to become one. Working with marketing teams to build client relationships in the initial stages will help sales teams to focus only on the highest qualified prospects.

    Understanding client behavior from a multichannel view

    Modern marketing automation platforms are integrated with various devices and channels. These include mobiles and social media platforms. The integration helps develop collated and comprehensive client profiles and an all-rounded view of client behavior.

    Enhanced ROI and lead conversion

    CMOs point out that marketing automation software is capable of increasing successful conversions. Automation helps in increasing sales productivity, sales pipeline contribution, and reduction of marketing overhead.

    Marketing automation will help increase the enterprise’s brand value as well. The practice helps increase collaboration between automation and people, which adds value and ensures that relevant measures and changes are bought to effect.

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    Balancing digital and human workforce

    Experienced marketing leaders suggest training employees work in tandem with automation, rather than pitching them against it. An efficiently integrated process would enable employees to move away from repetitive tasks and activities requiring strategic thinking and judgment. Enterprises aware of their employees’ skill sets can use this data to further assess where automation deployment adds maximum value.

    Doing complete research

    Established organizations are known to first consider consolidation and reengineering before choosing automation. Assessing from operations and business point of view, enterprises need to analyze the documentation quality of current processes with a maturity model assessment. IT departments need to be involved right from day one, to promote a better understanding of which automation tech will sit best with the IT framework and understand who is responsible for which task.

    The implementation journey map will play a crucial role in detecting and analyzing the possible use cases. The two significant factors to be understood while hiring personnel for automation; the business case and required technologies.