B2B, Social Media, Marketing, Digital Marketing, Facebook, Instagram, Twitter, LinkedIn.

How to Implement Marketing Automation in a B2B Organization

Mar 18, 2021

Mohit Yadav
Sr. Digital Marketing Executive

Marketing Automation is one of the most preferred sorts of marketing strategies that are used by various organizations to ease their load as well as offer a personalized experience to their users. It simply refers to the software that can be used to automate all the organization's marketing practices thereby streamlining all the tasks at hand and improving the overall efficiency.

Automating marketing practices like email marketing, social media postings, optimizing Ad campaigns and more are usually the important features of the marketing automation software. It is usually implemented by organizations to make the marketing process easy without using manual labour. For a growing business, marketing automation is one of the most necessary steps that can be undertaken for a successful B2B conduct.

Marketing automation is further capable of offering a personalized experience to prospective clients which can be ultimately turned to customers or buyers based on the level of engagement. The entire process is responsible for allowing the organizations to pay heed to more concerning activities like content marketing and lead generation as well as improve the productivity of the marketing processes by almost 14%.

Know Your Marketing Automation Tools:

Salesforce vs Hubspot

Salesforce makes easy-to-use cloud-based business management applications for sales, services, marketing, and more by bringing customers and companies together.

It is an all-in-one sales cloud CRM that enables businesses to manage leads, track progress, and automate sales processes.

Hubspot is a cloud-based customer relationship management platform that helps to scale a company's growth better with marketing hub, sales hub, service hub, and CMS Hub software applications.

Hubspot is an all-in-one sales CRM that includes tools that help teamwork more efficiently, saves time and helps in growing revenue.

Here is the stepwise procedure to implement marketing automation in your organization:

1. Choose a Marketing Automation Tool

Choosing a marketing automation tool is the first step towards strategizing and marketing planning for your organization. An automation tool must be able to act as a CRM as well while undertaking the automation processes with ease and affordable, to say the least. For instance, Hubspot is one of the tools that can be used for marketing automation and CRM while offering chatbots for queries as well.

2. Combine the Tool with Your Website

The next step in the process of marketing automation is combining your preferred or chosen tool with your website. It often requires a part of the code to be installed in the website header. Once that is done, you are ready to use the tool as per your custom requirements.

3. Data Import

If you are using Hubspot, it acts as a marketing automation tool in addition to the CRM while some of the organizations make use of Salesforce for data transfer. The organizations can import all their data via a CSV file.

4. Cleanse Data

Since marketing automation is one of the most vital activities for streamlining all the marketing process, cleaning the acquired data must be on the organization’s to-do list before implementing any other strategy or task. The organization can make use of various cleaning tools to cleanse the marketing data and keep it up to date for better optimization.

5. Start Small

According to the research starting small with marketing automation is appropriate for every small scale organizations as well as startups. Make sure to start with a thank you email for your email or newsletter subscribers. It is advisable to check all the details and the key points if everything is well managed and working according to the ultimate goal.

6. Automate Data Segmentation

Now that the marketing automation has taken place with the first step, the organizations can now do more with the collected information from the website in the form of leads. For instance, if someone is checking out a particular page on your website, the organizations can further add a new tag to those leads and further make an impact with personalized messages based on the services they are usually checking out on your website.

7. Personalize Automation based on Data Collected via Segmentation

Now that the organizations have got a hold onto the leads and have complete knowledge of how the visitors are interacting with their website, what services they are looking at and what pages they are visiting on the website, they can personalize different automated messages, emails or forms to send to different visitors or leads and thus streamline their tasks. Apart from this, marketing automation can further help organizations to work efficiently and optimize their working hours thereby improving overall productivity.

Mohit Yadav
Sr. Digital Marketing Executive