Marketo Engage, part of Adobe Experience Cloud, is a complete solution for lead management and B2B marketers looking to transform customer experiences by engaging across every stage of complex buying journeys. Natively supporting both demand and account-based marketing strategies, Marketo Engage brings together marketing and sales to orchestrate personalized experiences, optimize content, and measure business impact across every channel, from acquisition to advocacy.
Marketing Automation Topics
Frequently Asked Questions
What is B2B marketing automation software?
B22 organisations can use marketing automation software to streamline marketing tasks and measure the outcomes of a marketing campaign. Marketing automation software provides a centralised database for all marketing information and interactions, helping your marketing and sales teams to create targeted, personalised and segmented marketing initiatives for specific groups. These platforms provide automation features including email, social media, lead generation, digital advertising, and more.
A key element of these tools is gaining analytics into the success of a campaign or program across different customer segments and channels. These features measure the impact of the campaign as well as its impact on company revenue.
Will marketing automation software help my B2B business?
Marketing automation products often integrate with your CRM software, social media management programs or any CMS tools to automate tasks and provide capabilities for email marketing, scheduling, segmentation and performance reporting, allow for SMS marketing, provide analytics and track the success of a program and more.
Some can also generate web forms to collect prospect information from your website visitors. Ultimately, your software should act as a central marketing database for all your marketing information and interactions.
Using an automation platform can free up time to focus on more pressing aspects of day-to-day functions, potentially reduce admin staffing and allow for marketing campaigns to run automatically and assist your sales teams by improving lead management.
Ideally, you’ll get more targeted content, the option for customised messaging with manual entries and the ability to segment your marketing messages.
In addition, marketing automation tools hold your marketing and sales teams accountable for their performance with concrete data points, giving you the ability to adjust and improve your business strategies.
Marketing teams benefit by automating marketing tasks such as email marketing, lead generation, and digital advertising, your team saves time so they can focus on the data to best serve your customers.
Sales teams benefit as they can leverage collected data to identify qualified leads and establish better communication with your clients. They can be notified when the best time to contact a client might be for a restock or supplies for example.
Social media managers benefit from automating the content publishing process to schedule posts for the most effective times during the day, driving more visibility for the content.
What kind of marketing automation software do I need?
Determining the best marketing automation software for your business comes down to a few things. Think about the tools your business uses every day, such as CRM and email and how marketing automation might benefit.
Marketing automation software can include capability for inbound marketing automation to let your team focus more on content creation such as customer case studies, blogs and social media content. Tasks that can be automated include marketing analytics, social media monitoring, and sales lead generation.
Lead management automation help with the process of acquiring and qualifying leads based on which are most likely to convert. This is useful for sales teams who can set parameters for what constitutes a qualified lead and alert sales reps to reach out to qualified leads.
B2B businesses can look for features that integrate into their CRM and make predictive data-driven recommendations for products or services that suit their client’s needs. B2B companies can also use marketing automation software to send educational and event-based emails to increase brand awareness.
Are there any risks to marketing automation for my business?
Automation, while helpful, doesn’t mean a business can ‘set it and forget it’. Falling under the misconception that marketing automation is a fix-it-all solution can be risky, human expertise and management is always necessary to monitor workflow and reflect on the data that automation provides.
How do I choose the right marketing automation vendor for my business?
Take some of the stress out of finding the right partner by viewing our shortlist of vendors above, they can start you on the right path.