Once the acquisition phase is over , the next critical step for any B2B business is to convert all the traffic generated into leads. Not only that, but also to be able to nurture your contacts in a scalable way to move them towards the conversion or sales phase. To do this, the automation of certain marketing processes is essential. In this post we will tell you what marketing automation is and the tools you can use to scale your lead nurturing processes more efficiently.
Today, 51% of companies use marketing automation tools. The numbers prove that it is indeed a successful strategy, influencing sales growth by 14.5%, according to SalesFusion. Furthermore, when comparing performance to the competition, 63% of companies that used marketing automation software outperformed their competitors, according to Moosend .
What is marketing automation and what are its benefits?
Marketing automation relies on the use of software to carry out marketing activations in an automated way. It is an effective solution for marketing departments to communicate with the audience through different formats such as text messages, emails, newsletters, websites, social networks.
Of course, these types of platforms imply a significant reduction in time, offer the possibility of personalizing the user experience and also offer invaluable metrics to better understand the needs of your target audience.
Marketing automation is used for three main points:
Customer engagement with the product: The most common is the use of email marketing to keep contacts registered in a database informed.
Process automation : Instant interaction or segmentation of customers in the database that would otherwise have to be done manually and would be excessively tedious.
Analyzing your customer database to identify the best ways to engage them. There are two key concepts here: lead nurturing and lead scoring . Both must work hand in hand and can focus on both loyalty and acquisition.
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What you need to know about Lead Scoring and Lead Nurturing
Lead scoring: Software tools that offer this data analysis alternative basically interpret customer behavior and assign them a score depending on the purchasing stage they are in. In most platforms such as Pardot or Hubspot, telemarketing data scoring is completely customizable and can be adapted to the needs of the B2B business.
Lead nurturing:
This is the process of resilience and adaptation in dynamic nurturing your contact database through various channels such as email marketing, SMS, chatbots, etc. The goal is to progressively prepare your users and move them through the conversion funnel until the moment of purchase.
Scoring models are, ultimately, big work another tool to understand the state of your database and program campaigns based on the quality and level of interaction of your contacts. In this way, segmentation is much more specific and the possibility of conversion increases.
Basically, marketing automation experts highlight the following as the main benefits of marketing automation:
It facilitates the application of complex processes, even those that seem impossible to develop.
Reduces costs due to its efficiency and ability to shorten times.
It allows for adequate monitoring of the strategy’s performance.
Interprets the user, in terms of how, when and what to send to him.