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Why marketing automation tools are recommended for B2B companies

W4 | W4 / February 7, 2019

Any company aims at creating new customers. Thanks to digitalization, customer acquisition has become a lot easier. A few years back, sales employees still mainly used the classical call, nowadays many companies count on inbound marketing. Potential customers need to become aware of the company on their own accord and should be the one to initiate contact. Back then, companies focused on outbound marketing while actively trying to gain customers, the focus nowadays lies on inbound marketing instead. Marketing departments count on potential customers finding their way to the company themselves and thus concentrate on making the respective search successful. Target groups are provided with relevant content thanks to analysis.

What do marketing automation tools offer?

Marketing automation means the software-based automation of marketing activities. With the help of marketing automation tools and an efficient lead management strategy, companies are able to collect data and analyze the behavior of visitors.  By using a suitable tool, prospect behavior can be analyzed by looking at key figures like clicks and views, in order to reach an understanding of different requirements. Marketing automation and the possibilities it offers help with the exact planning and realization of campaigns. Collected data delivers clues about the performance of campaigns or single assets like mailings.

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Do you want to send emails that automatically offer personalized content to different contact groups (segments) at any given time? This is already a challenge – especially so, if the number of collected contacts is quite high. A marketing automation tool can easily take on this work. Even personalized approaches, as for example info-letters about new products, can be sent from this platform, in a completely automated manner.

Why do I need a marketing automation tool?

Companies as well as potential customers inform themselves about products and services long before forming a buying decision. Companies should use this stage to attract potential customers with interesting content relating to their offers. This can take the form of infographics, checklists or a comparison of typical software solutions that are offered on different platforms for download. In the following, the user decides whether the provided content seems useful enough to submit their personal data via a contact form.

That way, you can attract potential customers with high quality content and subsequently provide new leads with personalized, individual content. Thanks to the platforms, these processes take place in a completely automated manner. The goal is to convert leads to customers. You can trigger this mechanism by means of newsletters or campaigns. It is important to remember that acquired contacts need to be constantly fed with interesting topics and content in such a way that your marketing methods don’t bother them. Following this principle, you will generate more traffic on your website and more leads which eventually leads to a higher turnover.

The agony of choice

Marketing automation sounds good to your ears? We think so, too. Yet there are many tools and plenty of different functions. That’s why you should think about which requirements the tool should meet. If your focus lies on email marketing, functions like A/B tests, email reporting, dynamic content and the inclusion of smart content are relevant above all. If you are looking to create landing pages, you should focus on functions like personalization and call to action buttons.

To put it short: With the help of a marketing automation software, you create new prospects, deliver tailored content to generated leads and customers and reach a higher turnover. By producing consistent and multi-channel content, you are closer to reaching your company’s goals – and that will show in your profit account.

Your advantages at a glance:

  • Save time
  • Efficient customer management
  • Personalized approach of customers as well as individualized content
  • Central management of data and access for all departments
  • Intelligent analysis of data
  • Trackable results
  • Fully automated – depending on version and tool
  • Effective marketing activities
  • Training aid for employees
  • Increase of reach, conversion rate and lead generation

Which tools suits your company best?

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Tags: Marketing Automation

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Sarah Wilhelm
Sarah Wilhelm
+41 44 562 49 39
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