B2B Marketing Automation Market Trends

Originally Published: www.themarketingscope.com/.../

Author: Eric Vidal
Author’s Twitter handle: https://twitter.com/ericvmarketing
Author’s LinkedIn Profile: https://www.linkedin.com/in/ericvidal

Automation of marketing tasks allows you to reach out to clients across different platforms. You can utilize your time and resources for activities that require human ingenuity and thought.

Tracking trends in B2B marketing automation will allow you to come up with a B2B marketing strategy that yields leads quickly and with a high return on B2B marketing investment. 

Data Driven Display Advertisements 

Ads are becoming increasingly data driven. Retargeted ads that are shown based on accumulated visitor data are driving this trend. For effective implementation of this kind of marketing automation, you need to select a data management platform best suited to the kind of data you want to capture and save. 

Offer Visitors Tailormade Experiences

Data-driven ads are being combined with predictive analytics to try an offer as personalized a consumer experience as possible. Incorporate such analytics into your B2B marketing strategy for automatic lead scoring, and also predict the likelihood of a prospect making a purchase. You can, then, devote more time pursuing such qualified leads and achieve greater success with your B2B marketing strategy.

Simplify Things for Sales

Marketing automation is now maturing to participate in not only marketing activities but also in helping sales. A B2B marketing strategy should look to create a synergy between marketing and sales, such that marketing forwards the most sales-ready leads to the sales department. 

Expand the Reach and Effectiveness of Content

Content marketing has always been a great promotional tool for any B2B marketing strategy. Marketing automation can help schedule content dispersion across various channels. Increasingly, businesses are using marketing automation software to segment content to target an audience effectively. You can automate the tracking of how your audience responds to the content. Chatbots on websites are a great example of recent marketing automation and can help businesses grab a visitor's attention, generate information, acquire an email ID, and help ensure that visitor interaction continues in one form or the other.

Along with incorporating marketing automation into your B2B marketing strategy, you also need to create an environment wherein it can serve to integrate the different strategic objectives of a company.