B2B Marketing Automation
B2B Marketing Automation uses software to offload tasks from people to machines. For example, the tasks of Lead Management and Lead Generation lend themselves to this approach, as they are – for the most part – routine, repeatable and frequent. The advantages of doing this, are to:
- speed up the process, thereby shortening the sales cycle and increasing profits
- reduce manual errors such as lost or incorrectly classified leads
- achieve higher quality of leads in that they are qualified more consistently and accurately using best practices, and are nurtured 7/24 from cold status to educated to ready to buy
- reduce overall costs and thus increase profits
A good Marketing Automation Package includes capabilities to:
- Automate the process of receiving, tracking and responding to web-based activity by prospects
- Nurture these leads with Drip-marketing campaigns
- Track and record the prospect’s Digital Footprints, thereby providing valuable market insight
- Qualify, score and grade all prospects, so that the system can automatically hand hot prospects off to the correct sales rep
- Easily, and without IT involvement, create Landing Pages, customized emails, and allow non technical people to encode Business Rules
- Calculate ROI on an ongoing and up to the minute basis.
At Gossamar, we like to think of all this, as delivering More Leads of Higher Quality at Lower Cost
Inbound Marketing Automation Systems, Reputation Management Analytics and SEM tools are all part of marketing automation – please refer to their respective definitions for more.
