B2B Marketing Automation Examples



Marketing automation has a reputation as being a valuable tool for helping businesses generate and manage a continual flow of new customers.

But for people new to marketing automation it can be difficult to visualise exactly how this type of marketing software can be put to practical use.



Best-in-Class companies are 67% more likely to use a marketing automation platform.
Aberdeen Group “State of Marketing Automation 2014



What is Marketing Automation?

Marketing automation is a way for you to create a process that generates leads and nurtures them through 'sales funnel' stages moving them towards becoming a customer.

By tracking a contact's responses and activity we can personalise our interactions with each lead to give them the content and offers that maintain their interest.

We can also feed important activity to sales teams, allowing them to become more focused upon better qualified prospects.

Which all sounds great. But what does that mean? Let's look at some examples of how you might use a marketing automation system for inspiration. But first it's worth considering what makes marketing automation effective.

People respond to personalisation

It's very simple really, the more you can personalise your content and communication to the interests of each contact, the more effective it will be.

And that includes being able to deliver content and offers at the right time for your contacts.

So it helps to approach marketing automation as a way of personalising your customer's journey and their experience of your brand.



Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them
MarketingLand


Nearly three-fourths (74%) of online consumers get frustrated with Web sites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.
Janrain



Sales enablement

Sales teams are an expensive resource. It makes sense to ensure that you are providing as much useful information as you can to maximise productivity.

There are a number of ways in which marketing automation software can supply insights that your sales team can use.



68% of companies struggle with lead generation
SalesStaff


50% of sales time is wasted on unproductive prospecting
The B2B Lead



Visitor Identification

Even before a website visitor has completed a conversion form it's possible to identify the organisation they are from.

Many marketing automation systems provide this company information, which can be very useful. Particularly for B2B companies.

Knowing that a particular company has a requirement and being able to see which pages they visited on your website can provide a real insight for sales teams.

Website Live Chat

You wouldn't set up an exhibition stand and then not send anyone to talk to your visitors.

There are people on your website every day, doing research for their next purchase. Providing on site help connects you directly with buyers.

Even when you are not online to provide chat support, some website chat facilities work to convert chat conversations into email ones. Generating leads from the chat system.

Lead activity report

Many marketing automation systems will send you a 'Lead Activity Report' that highlights recent activity from your leads. Giving sales a heads up on who's currently engaged with your business.

Sales team notifications

Most websites have certain pages that show a very high level of interest from your leads. It might be your pricing page, your terms and conditions or some detailed product specifications.

Use visits to these pages by your leads to trigger an email notification alert for your sales team. Allowing them to strike while the iron is hot.

Email Marketing Automation workflows

For the most part your leads will be in a research and qualification phase and not quite ready to buy.

During this time we can use tactical email workflows to learn more about their interests and keep them engaged with us, moving them through our sales funnel.

Subscriber welcome

On a very basic level you should be allowing visitors to subscribe to your website or blog in order to receive updates about the new content you are publishing and any offers you have.

When a visitor subscribes they will be added to your marketing automation's contact database.

It makes good sense to use this opportunity to welcome them aboard and offer them links to your most useful blog articles as well as an offer for subscribing.

Topic workflow

A topic workflow is a good opportunity to personalise a series of emails based upon a particular topic relevant to your business that your contact has shown interest in.

For example, as a marketing agency you might have a wide range of topics, each with it's own workflow.

When a contact expresses an interest in Facebook marketing by downloading an ebook or even visiting a specific web page, you could trigger an email sequence that offers insights and tips over time all related to Facebook marketing.

Lead nurturing workflow

Lead nurturing workflows are designed to actively progress your lead through your sales funnel.

If your lead has downloaded some of your more general 'top of funnel' ebooks it would be worth offering them some more specific content as well as access to webinars, free trials, product demos etc.

Do this over time as part of your email nurture sequence, and when they take up one of your offers they will have progressed to the next stage in your funnel.

Event workflow

When you are hosting an event you can use nurture sequences to send important pre event information.

As well as following up with any event based content such as presentation slides, and other related downloads and future activities.

Onboarding workflow

This is particularly useful for SAAS based companies, but can be used wherever a degree of customer education is required.

For example, when someone signs up for a software trial it is important to help guide them in how to use and get value from your software.

So stepping through setup and functionality benefits will help keep new users on track. And help them stay engaged through to subscribing or upgrading.

New customer welcome

This is a great one for making your new customer feel welcome and valued. As well as being an opportunity to deepen their commitment through further education.

Re engagement

Think about what offers or content you could use to get your contact excited about your company again. Then use it at the end of your workflows to reignite their interest.

This is particularly useful in top of funnel workflows, where you are aiming to graduate your contact. If they get to the end without being moved on, give them something they can't ignore.

Upsell workflow

This is for when your lead becomes a customer. Use their change in status to tempt them with related offers and services.

Start using marketing automation today

Interested in using marketing automation? Jumplead is a great tool for quickly and easily implementing marketing automation. Start turning your website visitors into customers. Try Jumplead today!

Tuning your process

As you can see there are plenty of ways you can leverage your marketing activity to great effect throughout your sales funnel.

But before you start creating lots of nurture workflows it's worth taking a little time to think about the questions you need to ask your leads in order to qualify them properly.

It's also worth identifying the content and offers you will need to have in place to drive your marketing automation.

Progressive profiling

There is an important feature of marketing automation that enables it to work over a long period of time and across multiple interactions. It's called progressive profiling.

When you need to create 10 landing pages which each capture some qualifying information about your contact, you need to spread your questions. But how are you supposed to know which questions to ask on which landing pages to avoid duplication?

The answer is you don't.

Marketing automation systems such as Jumplead allow you to set your own custom contact fields that you need to answer to qualify your lead.

Then each landing page checks to see which are the next most important questions to ask, and they are populated in your form automatically.

Sales funnel mapping

The actual content and offers that you use to drive your marketing automation are crucial to your success.

So it's important to ensure you have a good understanding of your buyer types, and are creating the content and offers that resonate with them.

Because this will define the ultimate success of your marketing automation.

Hopefully having taken a look at some examples you have a good idea how you can use marketing automation. And what you'll need to put in place in order for it to drive your success.

Marketing automation has a reputation as being a valuable tool for helping businesses generate and manage a continual flow of new customers.

But for people new to marketing automation it can be difficult to visualise exactly how this type of marketing software can be put to practical use.



Best-in-Class companies are 67% more likely to use a marketing automation platform.
Aberdeen Group “State of Marketing Automation 2014



What is Marketing Automation?

Marketing automation is a way for you to create a process that generates leads and nurtures them through 'sales funnel' stages moving them towards becoming a customer.

By tracking a contact's responses and activity we can personalise our interactions with each lead to give them the content and offers that maintain their interest.

We can also feed important activity to sales teams, allowing them to become more focused upon better qualified prospects.

Which all sounds great. But what does that mean? Let's look at some examples of how you might use a marketing automation system for inspiration. But first it's worth considering what makes marketing automation effective.

People respond to personalisation

It's very simple really, the more you can personalise your content and communication to the interests of each contact, the more effective it will be.

And that includes being able to deliver content and offers at the right time for your contacts.

So it helps to approach marketing automation as a way of personalising your customer's journey and their experience of your brand.



Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them
MarketingLand


Nearly three-fourths (74%) of online consumers get frustrated with Web sites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests.
Janrain



Sales enablement

Sales teams are an expensive resource. It makes sense to ensure that you are providing as much useful information as you can to maximise productivity.

There are a number of ways in which marketing automation software can supply insights that your sales team can use.



68% of companies struggle with lead generation
SalesStaff


50% of sales time is wasted on unproductive prospecting
The B2B Lead



Visitor Identification

Even before a website visitor has completed a conversion form it's possible to identify the organisation they are from.

Many marketing automation systems provide this company information, which can be very useful. Particularly for B2B companies.

Knowing that a particular company has a requirement and being able to see which pages they visited on your website can provide a real insight for sales teams.

Website Live Chat

You wouldn't set up an exhibition stand and then not send anyone to talk to your visitors.

There are people on your website every day, doing research for their next purchase. Providing on site help connects you directly with buyers.

Even when you are not online to provide chat support, some website chat facilities work to convert chat conversations into email ones. Generating leads from the chat system.

Lead activity report

Many marketing automation systems will send you a 'Lead Activity Report' that highlights recent activity from your leads. Giving sales a heads up on who's currently engaged with your business.

Sales team notifications

Most websites have certain pages that show a very high level of interest from your leads. It might be your pricing page, your terms and conditions or some detailed product specifications.

Use visits to these pages by your leads to trigger an email notification alert for your sales team. Allowing them to strike while the iron is hot.

Email Marketing Automation workflows

For the most part your leads will be in a research and qualification phase and not quite ready to buy.

During this time we can use tactical email workflows to learn more about their interests and keep them engaged with us, moving them through our sales funnel.

Subscriber welcome

On a very basic level you should be allowing visitors to subscribe to your website or blog in order to receive updates about the new content you are publishing and any offers you have.

When a visitor subscribes they will be added to your marketing automation's contact database.

It makes good sense to use this opportunity to welcome them aboard and offer them links to your most useful blog articles as well as an offer for subscribing.

Topic workflow

A topic workflow is a good opportunity to personalise a series of emails based upon a particular topic relevant to your business that your contact has shown interest in.

For example, as a marketing agency you might have a wide range of topics, each with it's own workflow.

When a contact expresses an interest in Facebook marketing by downloading an ebook or even visiting a specific web page, you could trigger an email sequence that offers insights and tips over time all related to Facebook marketing.

Lead nurturing workflow

Lead nurturing workflows are designed to actively progress your lead through your sales funnel.

If your lead has downloaded some of your more general 'top of funnel' ebooks it would be worth offering them some more specific content as well as access to webinars, free trials, product demos etc.

Do this over time as part of your email nurture sequence, and when they take up one of your offers they will have progressed to the next stage in your funnel.

Event workflow

When you are hosting an event you can use nurture sequences to send important pre event information.

As well as following up with any event based content such as presentation slides, and other related downloads and future activities.

Onboarding workflow

This is particularly useful for SAAS based companies, but can be used wherever a degree of customer education is required.

For example, when someone signs up for a software trial it is important to help guide them in how to use and get value from your software.

So stepping through setup and functionality benefits will help keep new users on track. And help them stay engaged through to subscribing or upgrading.

New customer welcome

This is a great one for making your new customer feel welcome and valued. As well as being an opportunity to deepen their commitment through further education.

Re engagement

Think about what offers or content you could use to get your contact excited about your company again. Then use it at the end of your workflows to reignite their interest.

This is particularly useful in top of funnel workflows, where you are aiming to graduate your contact. If they get to the end without being moved on, give them something they can't ignore.

Upsell workflow

This is for when your lead becomes a customer. Use their change in status to tempt them with related offers and services.

Start using marketing automation today

Interested in using marketing automation? Jumplead is a great tool for quickly and easily implementing marketing automation. Start turning your website visitors into customers. Try Jumplead today!

Tuning your process

As you can see there are plenty of ways you can leverage your marketing activity to great effect throughout your sales funnel.

But before you start creating lots of nurture workflows it's worth taking a little time to think about the questions you need to ask your leads in order to qualify them properly.

It's also worth identifying the content and offers you will need to have in place to drive your marketing automation.

Progressive profiling

There is an important feature of marketing automation that enables it to work over a long period of time and across multiple interactions. It's called progressive profiling.

When you need to create 10 landing pages which each capture some qualifying information about your contact, you need to spread your questions. But how are you supposed to know which questions to ask on which landing pages to avoid duplication?

The answer is you don't.

Marketing automation systems such as Jumplead allow you to set your own custom contact fields that you need to answer to qualify your lead.

Then each landing page checks to see which are the next most important questions to ask, and they are populated in your form automatically.

Sales funnel mapping

The actual content and offers that you use to drive your marketing automation are crucial to your success.

So it's important to ensure you have a good understanding of your buyer types, and are creating the content and offers that resonate with them.

Because this will define the ultimate success of your marketing automation.

Hopefully having taken a look at some examples you have a good idea how you can use marketing automation. And what you'll need to put in place in order for it to drive your success.

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Marketing Automation Resources


Marketing Automation Statistics

Increasing sales revenue (53%), lead nurturing (43%) and customer engagement (37%) are seen as the most important objectives of a marketing automation strategy. Find out more about how and why businesses are using marketing automation, and with what success.