Why Marketing Automation is Important for B2B Growth

Marketing Automation

 

If you’ve been paying attention to business trends over the past few years, you know that digital transformation was well underway; and COVID-19 rapidly accelerated this process. Leaders who rethink their organizations will have a competitive advantage in the long term. Adapting to new strategies can take companies from surviving to thriving.  

 

In order to thrive in this digitally accelerated market, businesses need to engage with their customers where they areonline. Email marketing is a fantastic tool to reach people in real time and futureproof your business. By delivering engaging, useful and relevant content, B2B emails can be incredibly effective for nurturing leads and driving growth. 

 

Still not sure about email marketing’s potential? Here are a few statistics: 

  • 59% of B2B marketers say email is their most effective channel in terms of revenue generation. 

  • 86% of business professionals prefer to use email when communicating for business purposes. 

  • Click-through rates (CTR) are 47% higher for B2B email campaigns than B2C email campaigns. 

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Marketing automation refers to the software that aims to automate marketing actions including emails, social media and other website actionsThere are several marketing automation tools available to help make your job (and life!) easier.  

 

Hubspot  


HubSpot is a leading growth platform. HubSpot Marketing Hub helps B2B and B2C companies attract visitors, convert online traffic into leads, turn leads into customers, and analyze marketing ROI. The Hub is built to serve both B2B and B2C customers in a variety of industries, including software, technology, accounting, construction, retail, real estate and more. 

Key differentiator: Customized content based on segmentation. 

Strengths: Easytouse interface; scalabilityintuitive 

Weaknesses: Dashboard could be more flexible 

Price: $$$ 

Learn more about Hubspot 

 

Mailchimp 

 

Mailchimp is a web-based email marketing service with millions of users worldwide. The application allows users to share newsletters on various social networks and track customer engagements. The application provides tools to create targeted emails, run Facebook ad campaigns, automate followups and monitor campaign progress, among other things. 

Key differentiator: Customer journey builder 

Strengths: Ease of use; easy staff onboarding 

Weaknesses: Lacks available email templates 

Price: $$$ 

Learn more about Mailchimp 

 

Marketo 

 

Marketo Engage, part of Adobe Experience Cloud, offers a cloud-based email marketing platform for companies of all sizes to manage and monitor engaging customer relationships. This solution features integrated applications that deliver a range of capabilities including marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight, and website personalization. 

Key differentiator: closed-loop marketing analytics 

Strengths: Drag-and-drop interface makes email design easy 

Weaknesses: Long learning curve; dated interface 

Price: $$$$$ 

Learn more about Marketo 

 

Pardot 

 

Pardot, a Salesforce company, is designed for organizations that primarily focus on B2B sales and marketing automation. This email marketing system offers automated support for the longer timespan and multi-step decisions associated with B2B sales. 

The Pardot suite includes products with functionality that includes lead management, batch email marketing, a landing page builder, automated drip marketing and real-time sales alerts. 

Key differentiator: Owned by Salesforce, CRM leader 

Strengths: Builtin list segmentation, functionality  

Weaknesses: Long learning curve, tends to be time consuming 
 
Price: $$$$$ 

Learn more about Pardot 

 

Tips for every email  

 

Looking for some email pointers? Email signatures are an effective touch point that can be included in every email.  One of our favourite tools for email signatures is Letsignit, – a simple email signature manager. With Letsignit, you can easily integrate and gain control over your brand’s digital identity with email signatures across your team. Make your emails a low-cost acquisition channel for marketing by adding custom signatures and banners that roll out automatically across your team. 

 

Is email a good way to reach your market?  

 

Yes, when done correctly, email marketing absolutely works. In fact, it’s easily the most effective and profitable online marketing channel out there. 

The average return-on-investment for a decent email marketing is 38:1. That’s $38 in return on every $1 spent on email marketing. Not bad!  

Using the right tool can help your team make the most of their working hours, freeing up time spent on repetitive tasks. It’s important to do the research to select a software that checks the necessary boxes. We hope this guide helps.  

At Transcends, we know lead generation. Are you interested in email marketing campaigns? Check out our services here!