Marketing automation allows your team to increase productivity while simultaneously nurturing more leads.
Within the category of marketing automation tools are B2B marketing automation tools — software that's ideal for the B2B marketer.
B2B Marketing Automation
B2B marketing automation allows you to streamline marketing tasks and role responsibilities through workflows and triggers. B2B marketing automation is meant to help your team stay productive and efficient while nurturing your leads.
B2B Marketing Automation Examples
Here are some examples of how you might use B2B marketing automation on your team.
- Trigger follow-up workflows after leads visit high-intent web pages (e.g. product page, pricing page).
- Create educational workflows to send to your new customers — included educational resources may include videos, how-to articles, and knowledge base articles about how they can accomplish basic tasks.
- Nurture leads with content that shows you're a thought-leader in the industry and is also tailored to their specific needs and goals. This will help you show your prospects that you're the right solution for them.
- Set up rewards for loyal brand advocates — for example, send a discount code to a customer after they successfully refer a new customer or complete a certain number of purchases.
- Set up email campaigns with lead nurturing so you can better understand which campaigns work best among your audience while also having the ability to manage a higher volume of leads.
- Trigger notifications to internal team members when a prospect takes a specific action.
- Set up workflows for webhooks, lead scoring, and lead rotation (to Sales).
- Automatically complete data fields and update current data to avoid the need for any manual entry.
B2B Marketing Automation Software
HubSpot Marketing Hub comes in a free-forever version. For omnichannel marketing automation, you'll need a Professional plan ($800/mo) or an Enterprise plan ($3,200/mo).
With HubSpot, you can create and automate beautiful and customized email drip campaigns to help you nurture prospects. The tool will help you send the right type of email to the right prospect at the right time based on audience criteria.
Use the visual editor to easily create workflows and use advanced segmentation logic to determine which audience members should be enrolled in your workflows. HubSpot makes it easy to personalize emails for your recipients in those workflows by pulling contact information from your HubSpot CRM.
You can implement workflows and triggers for lead scoring, lead rotation, webhook creation, data entry, and internal notifications (e.g. notify your sales team when a prospect completes a certain action).
There are B2B Digital and B2B Direct plans that start at $300/mo/billed annually. There are also pay-as-you-go plans.
Versium Reach makes it easy to visualize marketing data. As a B2B marketer, you can view a snapshot of leads so they can effectively tailor content and other marketing materials to them throughout the different stages of the buyer's journey.
You can also create targeted B2B audiences that you can reuse across all of your digital marketing platforms.
Versium Reach also automatically manages your data for you — it surfaces your ideal targets for you so you don't have to review multiple data sources.
Contact Sales for pricing.
Marketo Engage is a B2B marketing tool that allows you to segment your audiences and enrich your audience data with engagement information and integrated customer profiles.
Experience automation nurtures your audience and scores engagement throughout the buyer's journey. It provides tailored content that feels personal for audience members at scale with the help of artificial intelligence.
There are four plans all ranging in price based on the number of contacts that you have and the features you need. Plans start at $9/mo.
ActiveCampaign's Marketing Automation tool gives you the ability to automate a number of tasks such as sending welcome email campaigns and tracking engagement (by using engagement tags, custom fields, and more).
ActiveCampaign pulls in information about your audience from all of the channels they have access to including social media, live chat, web pages, and SMS. It automatically identifies your most engaged audience members
Begin Using B2B Marketing Automation
B2B marketing automation has the power to save your B2B marketing team time, increase their productivity, and help them reach and resonate with more qualified leads. So, find the right tool for your team and begin using B2B marketing automation.