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Marketing automation as an aid in generating leads for B2B

6 minutes of reading
Marketing automation as an aid in generating leads for B2B
Category SEO

Lead generation can seem like an impossible task if you don’t know where to start. There are so many possible ways to generate leads, and so many other companies offering services to help you do it, that sometimes it’s hard to know what direction to go in and what solutions will work best for your business. Before you start, however, it is worth knowing how you can make your work easier. Marketing automation is the answer – what is this type of marketing and how can it help with leads?


1, 2, 3 start: lead generation

Lead generation is the process of attracting and converting strangers into customers or sales leads. A lead is a person who has taken some action, such as subscribing to a newsletter, requesting more information about a product, or registering for a free trial. Marketing automation is one way to generate leads for your business.

What is marketing automation?

Marketing automation is the use of software and technology to automate marketing processes. This can include anything from e-mail marketing to social media campaigns. The goal of marketing automation is to make marketing more efficient and effective.

The way it achieves this goal is by giving marketers the opportunity to execute their campaign without having to do it manually every time. Automation removes repetitive tasks and lets you focus on other areas of your business. By streamlining your marketing process, you’ll be able to deliver better results for less money, which is a win-win situation!

How do you get started with marketing automation?

If you’re a business-to-business (B2B) company, chances are you’ve heard of marketing automation and its ability to help generate leads. Marketing automation is software that automates marketing and sales processes. It can be used to create, track, and manage customer relationships.

But how do you get started with marketing automation? Determine what kind of marketing automation will best suit your needs. There are different kinds of marketing automation programs that offer different services such as email communication, contact management, lead generation etc., so figure out which one will best suit your needs and goals.

Tip: A CRM system might be better suited for generating new contacts while a lead nurturing tool might work better if you want to send relevant emails at the right time to existing contacts who have shown interest in your products or services but haven’t converted yet. You’ll also need to decide whether you need your marketing automation program to include other features like social media integration, lead scoring, campaign tracking etc.

After deciding on the perfect program for your needs it’s time to start setting up! The setup process varies from one vendor to another, but generally you’ll need to identify the audience or personas who you want your product or service marketed towards and map out their journeys.

How can marketing automation help your sales funnel?

Leads are potential customers who have been identified as having the budget, authority and need for your product or service. The first step in any sales process is generating leads, and marketing automation can be a powerful tool to help with this.

By automating repetitive tasks like e-mail marketing, social media outreach and targeted ads, you can free up time to focus on other aspects of your sales funnel, like building relationships with potential customers. It will also allow you to measure how successful your campaigns are, which will give you insight into what techniques work best for different types of audiences.

For example, if you are launching a new product line, you may want to try out various messages before committing to one that’s not pulling in the desired results. Marketing automation allows you to test out a variety of messaging strategies without risking money spent on ad space that may go unused.

What platforms should you use for marketing automation?

There are quite a few marketing automation platforms out there that can help with lead generation for B2B businesses. Some of the more popular ones include HubSpot, Marketo, Pardot, and Eloqua. All of these platforms offer different features and capabilities, so it’s important to choose the one that best fits your needs.

If you’re looking for something that is easy to use and has basic functionality then consider HubSpot or Marketo, but if you’re looking for something more robust and sophisticated then try using Pardot or Eloqua. It’s also important to remember that some of these platforms are only available through paid subscriptions while others have free versions which may not be able to provide all the functions you need.

How do you determine if an opportunity is good enough to invest in them?

There are a number of factors to consider when determining whether or not to pursue a lead.

  • The first is whether or not they are in your target market. If they’re not, then it’s probably not worth your time to pursue them.
  • Second, you should consider whether or not they have a need for your product or service. If they don’t, then again, it’s probably not worth pursuing the lead.
  • Third, you should look at the budget that they have set aside for this project.
  • And lastly, you should see if there are any obstacles that might prevent them from moving forward with their purchase.

After going through these four questions, if they still seem like a good fit and worthy of investment on your part, then by all means pursue the lead!

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Generating leads can be a difficult and time-consuming task, especially for businesses that rely on B2B. Marketing automation can help by automating some of the tasks associated with lead generation, such as e-mail marketing, social media outreach, and targeted content creation. Additionally, using marketing automation can help you to better track and measure your results, making it easier to determine what’s working and what’s not.

As marketers get more creative about their lead generation strategies, they should also consider new channels like virtual reality (VR) and augmented reality (AR). As these technologies evolve, they are quickly becoming popular lead generators. VR can offer users access to experiential events remotely while AR has started being used in interactive games like Pokémon Go.

Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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