Marketing Ops leaders should consider embracing marketing automation in their workflows to ensure efficiency, effectiveness, and accuracy in the presales work processes.
Marketing automation is one of the building blocks of delivering digital customer experience to the total addressable market. It is the most efficient way how companies are driving more productivity and efficiency from their presales teams.
A recent report published by Hubspot titled “Not Another State of Marketing Report 2021” suggests that 76% of the organizations surveyed in the research use marketing automation in their marketing tech stack in 2021. Yet a few B2B enterprises have not embraced automation Martech stack in their processes.
The B2B marketing teams can embrace automation in their processes to streamline and enhance the daily marketing operations. Here are a few key priorities that CMOs should consider to ensure B2B marketing efficiency.
Also Read: It’s a ‘No-Flinch’ Moment in Today’s B2B Marketing Landscape
Create a perfect balance between digital and human interaction
Organizations need to find a perfect balance between digital and human interactions to get a competitive edge and enhance the customer experience (CX). The B2B buyers today expect excellent customer service wherein they feel heard and understood for building a long-lasting relationship with top-quality products and services. Even though marketing automation will elevate the CX, the CMOs should consider keeping human-to-human interactions wherever possible to develop a personal relationship.
B2B buying journeys are long and intricate; CMOs should consider adopting a robust marketing tech stack to ensure the service is offered efficiently, transparently, and consistently. Enterprises should consider designing and developing a tailored marketing plan that makes the most out of both automation and human interaction to enhance their bottom line.
Develop a marketing strategy that serves the clients
Responding manually to customer queries can be challenging for businesses, especially when the clientele list is long. Implementing an AI-based conversational chatbot to streamline the purchasing journey and after-sales support will assist enterprises in providing resolutions in real-time. Automating the customer buying and aftersales journeys as much as possible will help the teams be efficient and productive.
According to a research infographic published by Invesp, titled “The Rise of Marketing Automation – Statistics and Trends,” automation enhances sales productivity by approximately 14.5% and reduces marketing overheads by 12.2%. Understanding the customer’s evolving needs and implementing automation workflows enrich the customer experience and increase
the team’s efficiency.
Customization should be key priority
Businesses that embrace a mix of marketing automation with manual interactions will help the presales teams to personalize the B2B buying journey by connecting with clients on all the touchpoints. Marketing automation tech stack is an effective way that organizations can embrace to segment the customer base and generate high-quality leads. Furthermore, these tools will assist in designing a loyalty program for potential customers by offering a customized service. B2B enterprises that personalize the customer buying journey with automation are able to get a competitive edge and enrich the customer experience.
Adopt a marketing automation tech stack that provokes prospects to make a purchase
Businesses should consider implementing a marketing workflow that creates transparency on how to gather data and use it. CMOs should consider setting up an automation workflow that gathers leads, segments them, and nurture them in a relevant pipeline. Marketing automation will assist enterprises in delivering a digital customer experience, but that alone does not do the trick.
CMOs should consider developing a marketing strategy while embracing automation that stands out from the competition to have a real influence on the prospects. Presales teams should thoroughly evaluate and choose the right automation tools that align with the organization’s goals. Choosing the right automation tools will assist businesses in increasing the conversion rate and delivering a top-notch customer experience.
