Marketing automation simplifies lead generation, customer relationship building, and driving conversions. It’s the cornerstone of any lean and efficient marketing department, freeing up teams’ time and resources from repetitive tasks that are necessary for campaign success.
By utilizing marketing automation software for B2B companies, you can improve customer experiences with personalized content and target your product or service promotions to customers with various needs.
Ready to automate your marketing department? Keep reading!
What Is Marketing Automation Software?
Marketing automation software uses technology to automate marketing workflows and segmentation activities to nurture leads and prepare them for companies’ sales teams. Without automating these processes, teams need to handle all these individual tasks manually, which can quickly eat into department resources. Automation software seamlessly handles these tasks, saving B2B companies time and effort.
There are many benefits to marketing automation software for B2B companies. Segmentation is one key aspect that lets you easily organize prospects into mailing lists based on demographics, interests, and preferences. These platforms also provide lead nurturing functionality, allowing you to automatically send emails when the lead is most interested in your product or service. Once the campaign concludes, the software platform will generate campaign analytics so you can see exactly how successful your marketing campaign was.
In marketing, HubSpot is one of the most recognizable names. HubSpot’s inbound marketing software simplifies the automation of dozens of different tasks. It features a visual editor that allows you to customize workflows and provides pre-set customer actions, triggers, and conditions that make it easy to automate emails and create drip campaigns.
Pricing for HubSpot can be a bit high for companies with smaller budgets, but it does come with access to more than just the software itself. HubSpot’s customer support team is known for being one of the best in the business and can help you get up and running and answer any platform-related questions you may have.
Salesforce offers another popular marketing automation platform. This platform is just one part of their marketing cloud, encompassing social media and automated email marketing. With Salesforce, you can create custom emails and develop customer journeys that work across many different communication channels.
Additionally, every customer who interacts with Salesforce creates data that can help improve segmentation. Segmenting campaigns helps ensure that the right content reaches the right audiences at the right time. Salesforce also offers A/B testing, which can help businesses optimize their marketing content even further.
Like HubSpot, Salesforce also offers campaign insights and data so you can tweak and adjust your marketing strategies and messaging as needed. In addition, Salesforce enables you to automate social listening reports, so you can always stay on top of company mentions and what people are saying.
Salesforce is best suited for SMBs, large businesses, enterprise companies, and businesses looking for email marketing capabilities, audience segmentation, lead management, and social media marketing.
Pardot is yet another popular B2B marketing automation platform. A Salesforce product, Pardot helps businesses streamline marketing and sales activities across multiple channels. Pardot is a great automation solution for engaging leads throughout the sales pipeline and helping them move further down. You can even use it for retargeting leads that have gone cold.
With Pardot, you get a visual editor for those more complex workflows. Pardot is powered by AI to make automating marketing activities seamless and intuitive. This professional product from Salesforce emphasizes boosting ROI and improving the customer experience, two critical goals for any B2B company.
Pardot has a few different pricing tiers, so there’s bound to be an option to fit your marketing or automation budget.
Marketo Engage (Marketo) from Adobe is another leading B2B and account-based marketing (ABM) platform. This marketing automation platform allows companies to align sales and marketing through collaboration. Even the most minuscule processes can be automated and adjusted with this platform. Whether you’re looking to make adjustments or use pre-set templates, Marketo offers a great starting point.
Need to clone a campaign? Done. Want to collaborate with a sales team member in the platform’s Center of Excellence? No problem. Looking to personalize and segment a new marketing campaign for increased engagement? You can easily do all of this and more with Marketo.
Constant Contact is a marketing platform that specializes in email marketing automation. This platform is especially handy for lead nurturing, and its capabilities make it easy to warm up cold leads and get them ready to interact with your sales team. With Constant Contact, you can set up automated welcome emails to trigger at the precise moment someone opts into your email list.
You can even take the welcome sequences a step further and create individual sequences for cold leads, local leads, and leads at the executive level. Any way you want to segment and target your leads, Constant Contact will let you do it.
With the welcome sequences set up, you can create drip campaigns and continue segmenting your audiences while tweaking messages and timing to boost open rates. Whether you’re focused on one single campaign or one hundred, Constant Contact makes it easy to juggle them all for precise personalization and targeting every time.
Pricing for Constant Contact is set based on the number of contacts you select. With this in mind, there’s likely to be an option for just about any budget.
Finding the Right Marketing Automation Software
With marketing automation software for B2B companies, it’s easy to streamline your campaign strategies. Investing in automation makes employees’ lives easier while giving them a greater reach and increased visibility—all for less manual work. Smart automation enables marketers to focus on what’s most important: creating great content and delivering extraordinary customer experiences.
Looking to develop or streamline your marketing strategy? Contact Sagefrog. We can help!