Key B2B Automation Trends To Boost Growth
If you’ve been browsing social media and noticed ads that have “read your mind,” then you are more familiar with automation trends than you might know. Whether you are in the B2B or B2C space, you will need to pay attention to these trends if your company wants to stay at the top of their game.
You’ve probably heard a lot about growth hacking. While your company wants to grow, there is only so much you can do in the hours you have each day. One of the things that can help you achieve more without having to give up precious hours of sleep is automation.
B2B companies are a little behind when it comes to automation, so if your company gets started, it is much more likely that you will have your potential client’s ear. Since you won’t have so many people vying for your potential client’s attention, this is the key time to get out in front of them.
What Automation Trends to Implement Right Away
Learning new strategies, technologies, jargon, and information can be an overload to the brain. Your company can’t help but to learn these automation trends or find an agency that knows how to make them work for your company. Our LA inbound marketing company understands how important it is for B2B companies to start implementing these strategies right away.
1. In-Depth Personalization & Understanding of the Potential Customer
Marketing automation isn’t only about the autoresponder these days. Autoresponders are so 2000s. Automation is now being used to gather data on ideal targets in order to build better relationships. Customers say they are more likely to buy from companies that take the time to recognize them by name, take note of their preferences and send them offers that are genuinely helpful.
Account-based marketing is very specific marketing that is executed based on the information known about the people that will be reached with the campaign. Account-based marketing is especially helpful for companies that are targeting a very specific target audience that is high-value to their company.
2. Live Video
Now that most platforms allow for live video, B2B marketing is using live video to capture more attention. People are more likely to stay and engage with videos when they are live than when they are prerecorded videos.
When you allow viewers to interact with live videos, you can learn more about what they want and how they want to consume content. The data you will draw from doing these videos can help you shape other marketing strategies and get your content out in front of more people.
3. End-to-end Integration for Channels by Using Automation
Customers have choices when they are engaging with a brand. Marketing automation is advancing to give consumers what they want. What consumers want is a consistent experience. They want to know that brands are talking to them in a sincere way that they can depend on. According to Gartner Research when you have at least four channels that your campaign is going to do better than campaigns that only use two digital channels.
While using more channels is important, it is also important that you remain in sync and that is where automation comes in. While it can be difficult to stay on track by yourself, automation gives you an extra set of hands, and it feels like there are more hours in the day.
Your goal should be to create a customer experience that is predictable and dependable. When you use automation, your company is able to do just that.
4. Content Marketing & Automation for the Win
All marketers know how important content marketing is but sometimes keeping everything straight can be confusing. When you are using marketing automation, you can make your content more effective and get more reach. More reach means that you have the potential to gain more leads which then in term lead to conversions.
When you are implementing your content marketing strategy, you will be able to gather data from your viewers that will allow you to retarget them and market even more effectively. Retargeting is a very effective way to use content to communicate and eventually convert.
Understanding your potential client’s buyer’s journey will allow you to put out the kind of content that they need as they are going through the decision-making process. People are continually searching for information as they go through various stages of the buyer’s journey so having automation to help you communicate with them is a necessity.
5. B2B Marketing Automation to Help with User Experience
When B2B marketing is done properly, the user gets a great experience. User experience is one of the most important parts of what automation does to help your company. Automation shouldn’t be distracting so knowing how to implement the strategies properly is key.
Marketing automation plays an important part is ensuring that your customer sees the right information at the right time. An untimely email with irrelevant information can cost you subscribers and cause problems for your campaign.
Drip email campaigns are one of the things that are common, but with marketing automation, you can choose to send a different email to different segments. For instance, if one person opened an email and another person didn’t then you would send a certain email to one and another email to the other. If you send the same email to both of them, the conversation may be disjointed.
As you are gathering relevant data and analytics, don’t gather data for the sake of gathering it. Make sure you are gathering it so that you can better market to your target audience.
Conclusion
Understanding how marketing automation works and is moving forward in the B2B community is important as you grow your company. Our inbound marketing and sales agency helps companies with their B2B marketing strategies so they can get the results they need. Contact our team together to get further information on how our company can help you increase your leads and sales through inbound marketing.
