The B2B Enterprise Marketing Automation Guide
Posted: Mon Jan 06, 2025 3:30 am
He becomes aware that he is encountering a problem to be resolved (Awareness).
He identifies and compares the solutions available to him (Consideration).
He chooses the solution he considers to be the most relevant and seeks to validate that he is making the right choice before acting (Decision).
It is only during the last stage of the process that the buyer agrees to contact a salesperson, who he often contacts himself.
In this situation, you need to implement a marketing and sales strategy that will allow you to attract the buyer's attention and generate interest by offering high value-added content that meets their expectations throughout the purchasing process.
But as a B2B company, how do you attract the attention of a buyer who doesn't suspect the existence of your often innovative product or service?
This is the problem that all our clients encounter: proposing an innovative offerpanama email list gives you a certain competitive advantage, but to fully exploit it, you must communicate and prospect in a skillful way to convince a buyer who is unaware of the existence of such an offer or, at best, does not perceive all of its uses and all of its added value.
To meet this challenge, you must implement a relevant Inbound Marketing strategy, with educational and persuasive content as the central element .
The goal here is twofold:
Attract the buyer's attention when searching on the Internet.
Nourish your purchasing thinking to bring it to maturity.
To implement an effective Inbound Marketing strategy that allows you to generate qualified leads and convert them into customers, you will need to use ultra-personalized communications.
At this stage, our customers identify two major obstacles:
How to determine if a prospect is sufficiently qualified and mature?
How to communicate in a personalized way when you don't have time?
This is when Marketing Automation takes on its full meaning!
What is Marketing Automation?
Marketing Automation is a type of software that allows you to generate leads and convert them into customers through a series of automated actions.
Concretely, Marketing Automation allows you to generate qualified prospects from your website, measure their maturity based on their behavior and send them personalized communications to fuel their purchasing considerations.
One of the purposes of Marketing Automation is to save time and allocate it to processing mature qualified prospects, close to decision-making.
The benefits of Marketing Automation for our clients
Marketing Automation reduces the length of the sales cycle
In B2B, the sales cycle can span several weeks or even months. For a B2B company, the sales cycle is generally longer since there is an educational part to be carried out to convince the buyer.
To reduce the length of the sales cycle, you can support the buyer in their purchasing process by offering them value-added content that answers the questions they have, and even anticipates them.
Marketing Automation, via its Lead Nurturing functionality that we will detail later, allows you to automatically send content to your prospect based on their progress in the purchasing process that we saw previously.
Marketing Automation to optimize conversion
Today, how many leads are you able to generate with your website? By calculating the ratio of Leads Generated/Visitors, you get your conversion rate.
With a Marketing Automation solution like Hubspot , you have the possibility of configuring a conversion funnel on your website based on Call-to-Action, Landing Pages and Smart Forms which, like merchandising in a store, mark out the path to follow for your visitor.
This way, you can significantly improve your conversion rate. Here is the best example: before switching to Marketing Automation at SLN Web, we had a conversion rate of 0.7% on our website. After only 3 months, Marketing Automation allowed us to reach a conversion rate of 2.5% !
Marketing Automation to retain your customers
Because it is always more expensive to convince a new customer than to retain an existing one, it is rational to implement a customer loyalty strategy.
However, I very often come across companies that admit to me that they don't have the time to provide specific communication for their customers and that the only communication they receive is generally the invoice... Not great, right?
With Marketing Automation, on the same principle as Lead Nurturing presented above, you have the possibility of automating communication actions aimed at your customers based on the information you have and their behavior.
Marketing Automation allows you to ensure customer satisfaction, increase their lifespan with you and also the average shopping cart amount .
Marketing Automation to measure your ROI
Another great advantage of Marketing Automation: Marketing Automation allows you to manage all your marketing and communication actions using the same tool.
In other words, with Marketing Automation, you will no longer have to juggle between platforms to manage your website, your social networks, your e-mailings and other digital advertising campaigns.
And who says single platform says complete reporting!
It happens too often that we meet companies that do not have a clear idea of the return on investment of their marketing actions and for whom producing complete reporting is a real obstacle course. With Marketing Automation, measuring your ROI is done in one click !
He identifies and compares the solutions available to him (Consideration).
He chooses the solution he considers to be the most relevant and seeks to validate that he is making the right choice before acting (Decision).
It is only during the last stage of the process that the buyer agrees to contact a salesperson, who he often contacts himself.
In this situation, you need to implement a marketing and sales strategy that will allow you to attract the buyer's attention and generate interest by offering high value-added content that meets their expectations throughout the purchasing process.
But as a B2B company, how do you attract the attention of a buyer who doesn't suspect the existence of your often innovative product or service?
This is the problem that all our clients encounter: proposing an innovative offerpanama email list gives you a certain competitive advantage, but to fully exploit it, you must communicate and prospect in a skillful way to convince a buyer who is unaware of the existence of such an offer or, at best, does not perceive all of its uses and all of its added value.
To meet this challenge, you must implement a relevant Inbound Marketing strategy, with educational and persuasive content as the central element .
The goal here is twofold:
Attract the buyer's attention when searching on the Internet.
Nourish your purchasing thinking to bring it to maturity.
To implement an effective Inbound Marketing strategy that allows you to generate qualified leads and convert them into customers, you will need to use ultra-personalized communications.
At this stage, our customers identify two major obstacles:
How to determine if a prospect is sufficiently qualified and mature?
How to communicate in a personalized way when you don't have time?
This is when Marketing Automation takes on its full meaning!
What is Marketing Automation?
Marketing Automation is a type of software that allows you to generate leads and convert them into customers through a series of automated actions.
Concretely, Marketing Automation allows you to generate qualified prospects from your website, measure their maturity based on their behavior and send them personalized communications to fuel their purchasing considerations.
One of the purposes of Marketing Automation is to save time and allocate it to processing mature qualified prospects, close to decision-making.
The benefits of Marketing Automation for our clients
Marketing Automation reduces the length of the sales cycle
In B2B, the sales cycle can span several weeks or even months. For a B2B company, the sales cycle is generally longer since there is an educational part to be carried out to convince the buyer.
To reduce the length of the sales cycle, you can support the buyer in their purchasing process by offering them value-added content that answers the questions they have, and even anticipates them.
Marketing Automation, via its Lead Nurturing functionality that we will detail later, allows you to automatically send content to your prospect based on their progress in the purchasing process that we saw previously.
Marketing Automation to optimize conversion
Today, how many leads are you able to generate with your website? By calculating the ratio of Leads Generated/Visitors, you get your conversion rate.
With a Marketing Automation solution like Hubspot , you have the possibility of configuring a conversion funnel on your website based on Call-to-Action, Landing Pages and Smart Forms which, like merchandising in a store, mark out the path to follow for your visitor.
This way, you can significantly improve your conversion rate. Here is the best example: before switching to Marketing Automation at SLN Web, we had a conversion rate of 0.7% on our website. After only 3 months, Marketing Automation allowed us to reach a conversion rate of 2.5% !
Marketing Automation to retain your customers
Because it is always more expensive to convince a new customer than to retain an existing one, it is rational to implement a customer loyalty strategy.
However, I very often come across companies that admit to me that they don't have the time to provide specific communication for their customers and that the only communication they receive is generally the invoice... Not great, right?
With Marketing Automation, on the same principle as Lead Nurturing presented above, you have the possibility of automating communication actions aimed at your customers based on the information you have and their behavior.
Marketing Automation allows you to ensure customer satisfaction, increase their lifespan with you and also the average shopping cart amount .
Marketing Automation to measure your ROI
Another great advantage of Marketing Automation: Marketing Automation allows you to manage all your marketing and communication actions using the same tool.
In other words, with Marketing Automation, you will no longer have to juggle between platforms to manage your website, your social networks, your e-mailings and other digital advertising campaigns.
And who says single platform says complete reporting!
It happens too often that we meet companies that do not have a clear idea of the return on investment of their marketing actions and for whom producing complete reporting is a real obstacle course. With Marketing Automation, measuring your ROI is done in one click !