With the advent of Industry 4.0, data has become even more of an integral part of marketing automation.
B2B enterprises continuously gather, store, process, and analyze huge amounts of clients’ unstructured data daily. Every minute change in the lead life cycle or each browse, click, and action on the organization’s digital assets has insightful information that marketing teams can bank on.
CMOs should consider evaluating the gathered data to make strategic changes in the B2B marketing campaigns to get a higher ROI. Because organizations that evaluate their marketing data thoroughly and leverage the insightful data are able to deliver a better customer experience. Additionally, it is a perfect way to accelerate automation in the B2B marketing campaigns and helps to scale the business. Here are a few tips that CMOs can consider to leverage data to power automation in B2B marketing:
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Determine the organization’s goals
One of the initial steps to implementing a data-driven marketing automation strategy is understanding the business goals thoroughly. CMOs should consider prioritizing the goals which they need to achieve through adopting automation in the workflow. Organizations can prioritize based on their needs from minimizing customer churn, generating high-quality leads, delivering a top-notch customer experience, and enhancing customer engagement. Determining the goals will assist B2B marketing teams to calculate the impact of implementing automation.
Design and implement a data architecture for marketing automation
B2B marketing teams should have access to the organizations’ existing data. CMOs should consider gathering data from all the servers, excel sheets, marketing databases, and CRM tools. Additionally, gathering real-time data from other sources like websites, mobile apps, and purchase data is essential.
If the marketing teams do not have a thorough understanding and access to the existing databases, embracing marketing automation or generating valuable insights can be challenging. CMOs should consider designing efficient data models that streamline the data flow. A clear understanding of current and future use cases of marketing automation, data placement, data access policies, and the knowledge of what data needs to be extracted, will help to develop a seamless data flow. Organizations need to embed core values like data transparency and privacy to ensure trust. Adopting a robust data architecture, B2B enterprises can set transparency with customers regarding what type of data is collected and its purpose to be GDPR compliant.
Hire the right resources and tools
Organizations need the right talent with relevant technical and analytical skills to make the most out of marketing automation. Moreover, CMOs should consider aligning presales, IT, sales, and analytics teams to ensure a smooth workflow. Digital marketing has evolved tremendously, which means enterprises need to upgrade the workforce skillsets or hire a workforce that has them. Data scientists and marketing professionals with technical expertise will help to enhance marketing automation.
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Evaluate the marketing automation results
Evaluating marketing automation strategies will help enterprises understand the impact of Automation adoption. The best way to evaluate is to understand the objectives set at the start while embarking on the marketing automation journey. Evaluating the goals accomplished post-implementation of automation tools and strategies will help to highlight the changes required in the process. Analyzing customer engagement, lead generation, conversions, and ad click-through post automation adoption will help calculate the right ROI. CMOs should consider evaluating the automation strategies continuously to ensure constant success.
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