As we all know, marketing automation has become a leading trend among modern businesses, particularly for B2B lead generation.
Since the 70s, marketers are wary of the huge potential brought by new communication channels. They are also aware of the huge responsibility with regards leveraging such channels.
Indeed, considering that various industries and markets are experiencing incessant growth of B2B customers, digitizing complex B2B marketing functions has become a necessity.
However, marketing automation as an effective lead management tool is still subjected to skepticism. First of all, we can say that relying too much on automation diminishes the humanistic aspect of prospect engagements. In another way, automation has been seen time and again to restrict the distribution of tailored-content to individual prospects. Other than that, small-scale businesses seem reluctant to purchase marketing automation materials due to their price tags.
You can give more reasons about automated marketing’s downsides, but its positive aspects are also worth investigating.
Many times, sales teams point to poor quality leads as the main culprits of poor close volumes. For this reason, marketers need to install an effective database for managing leads and identify them according to their “sales-readiness.” This entails a great deal of tracking individual leads and paying attention to the type of information they want in order to form better decisions.
Tracking individual leads is a daunting task. A business cannot simply divide its attention among a plethora of prospects. Of course, a successful lead qualification of B2B leads is highlighted by effective lead scoring, which effectively determines which leads are most qualified for sales using an effective point system.
Another feature of automation to take note is lead nurturing. Leads that are not ready to buy your products should not be let off easily. Instead, it is important for businesses to pursue them using an effective system that automatically distributes emails. The issue with content personalization on the other hand can be managed based on individual prospect data (e.g. keywords, industry, and content consumption).
Also, it is importantto track lead activity and interaction. Automation also allows for effective ROI tracking which determines whether your campaign is gaining enough to fulfill its main objectives.
Marketing automation makes it possible for businesses to enjoy cost-efficient business functions. However, relying heavily on automation could pull your campaign down. You might still need hands-on expertise from a competent team of lead generation-savvy individuals.