Tips for Succeeding with Marketing Automation

Tips for Succeeding with Marketing AutomationThe benefits provided by marketing automation can be truly phenomenal. Allowing you to create successful marketing campaigns and then automate the process, marketing automation provides virtually unlimited capabilities. Among the most important factors involved in determining exactly how successful marketing automation can be for your business is the set-up process. These tips for succeeding with marketing automation will help you ensure the best possible outcome when implementing marketing automation.

Pay Attention to Your Customer Relationship Management

Your Customer Relationship Management (CRM) is of vital importance for the success of your marketing automation campaign. When your marketing automation software synchs with your CRM, it is imperative that your list be as clean as possible, otherwise you are likely to end up with duplicate lists that you will need to untangle. Take the time to delete any duplicate records and ensure all account names are correct. This may mean merging, deleting, and purging, but it will be time well spent in terms of ensuring optimal success for your marketing automation program.

Are All Email Addresses Correct?

Imagine uploading contacts only to discover you have a high bounce rate due to wrong email addresses. This could be a very real possibility, if you do not run your email addresses through an email verification service. provides a good article here on email validation services, comparing multiple providers. Here’s another good resource from the Marketing Tech Blog on email validation. There is no need to run the risk of experiencing deliverability issues and potentially having your IP blacklisted, which could happen if you fail to clean up your database and verify emails prior to importing. Take the time to ensure your email addresses are correct before you get started.

Work with Your Sales Team So They Know What to Expect

Marketing automation may provide many benefits, but it also dramatically changes the processes you already have in place. This includes processes utilized by your sales team, so it is important to work with your team to let them know what to expect and answer any questions they may have about marketing automation. For instance, marketing automation could change the way in which leads are assigned to your team. You also need to work with your team to ensure there is a process in place for handling leads as they arrive. Make sure you conduct ample research and work one-on-one with your sales team prior to rolling out your marketing automation campaign. Here’s a good reference for achieving sales and marketing alignment.

Be Committed to Ongoing Education

Do not make the mistake of underestimating how much time it may take to learn everything you need to make the most of marketing automation. This may mean making a commitment to continually educating yourself about marketing automation integration, best practices, usage, etc. Although this does mean committing to additional time on top of a schedule that is likely already packed, it is well worth it.

Marketing automation can be incredibly powerful for your business, but you must learn how to make the most of it. Following the tips above can help you get off to a great start. Find out more about how you can operate a successful marketing automationcampaign.

B2B Marketing Automation Tips for 2013

B2B Marketing Automation Tips for 2013B2B marketing automation tips for 2013. Marketing Automation has streamlined the business-to-business marketing process, allowing lead generation, lead scoring, and lead nurturing to be systematically manageable using efficient software solutions. The following are several strategic tips to help gain the most qualified leads using the marketing automation machine.

Develop a Complete Profile for a Typical Buyer

The first and most important tip for using B2B marketing automation software is to establish a detailed and accurate profile of a typical buyer. Every buyer will be different, but there will be similar demographic qualities and behaviors that they will all exhibit. Lead scoring is a vital component of marketing automation and it works best when leads are ranked based on proven characteristics.

Start by assessing current B2B buyers to determine their job title, experience, budget, and the type of business they represent. Give each attribute a score based on relevancy. The next step is determining the normal online activity that signifies a buyer is interested in a product or service. Look at what links they click on and what material they download prior to purchasing. Gather all of the qualities to create a complete profile that can be compared against potential leads to determine their likelihood of conversion.

Ask the Sales Team for Input on Lead Scoring Criteria

Once a profile has been established, bring it to the sales team for their input. The sales team works directly with potential and existing clientele. They know what information and guidance buyers need to become customers. The sales team has a greater insight into leads, which they can share with marketing to create a comprehensive profile that will produce high-quality leads. Remember the philosophy that two heads are better than one. It might be worthwhile to include sales at the beginning of the process rather than the end.

Segment Leads based on Similar Scoring

B2B marketing automation is designed to gather an endless supply of leads based on online activity. The amount of leads marketing automation generates cannot be effectively nurtured and directed on an individual basis. By segmenting leads based on similar scoring attributes, marketers can develop customized approaches that will target large groups.

Develop Lead Nurturing Campaigns directed at each Lead Segment

Now that leads have been divided into segments, the final tip is to create compelling and informative nurturing campaigns geared towards each segment group. Lead nurturing campaigns need to speak directly to the B2B buyer. It should answer all of the lead’s questions and concerns while guiding them towards making a purchase.

The world of B2B marketing has changed drastically with the introduction of automated software. B2B marketing can now be managed using an efficient and systematic program for gathering, scoring, nurturing, and converting leads. In 2013, the focus will be improving this process using a complete buyer profile that includes input from the sales team, segmenting leads into defined groups, and developing personalized campaigns based on what each segment needs to know. B2B marketing automation can be a powerful tool if it is fully utilized.