B2B marketers are likely using many channels for their campaigns, which can cause issues if firms are not sending the same message throughout their company blogs, social media, email, videos and other accounts. This type of approach can also make it more difficult for organizations to measure the success of their campaigns and identify a clear return on investment, prompting many industry professionals to encourage firms to adopt tools like marketing automation.
A recent Forbes report by the Young Entrepreneur Council explained the importance of marketing automation and how companies can determine if they need this type of support for their campaigns.
Any B2B marketer that wants to improve its efficiency, enhance revenue and evaluate its user experience in real time can use marketing automation tools to achieve these goals, according to the report. Although each B2B marketer will not have the same needs as other companies, the ability to implement marketing strategies more effectively can apply to any business.
Successful B2B marketing must focus on the customer
All of the marketing automation tools in the world cannot help marketers if they do not understand their own audience. In an interview with The Guardian, Justine Arthur, head of communications and campaigns at BT Expedite, asserted that companies must have a comprehensive view of their customers from end to end.
“Those with more traditional marketing backgrounds used to starting with the medium/tactic first may still struggle with this concept; thinking about the full story and placing the customer at the center of everything they do, whereas digital has created and nurtured people who think like that,” Arthur told The Guardian.
B2B marketers that can determine the needs of their clients can then leverage innovative solutions like marketing automation to take their campaigns to the next level. According to Arthur, companies can understand their audiences more effectively by putting themselves in their position. Then organizations can devise a strategy to communicate to clients how their products or services are the solution to a problem.
The job of a B2B marketer is not an easy one, but having a greater understanding of current and potential clients may make all of the difference in the long run. By incorporating marketing automation tools to support this goal, marketers can establish success for years to come.
Pardot is a B2B marketing automation software provider that increases revenue and maximizes efficiency for companies with multi-touch sales cycles. Pardot’s platform features CRM integration, email marketing, lead nurturing, lead scoring and ROI reporting to help marketing and sales teams work together to generate and qualify sales leads, shorten sales cycles, and demonstrate marketing accountability. Pardot offers affordable pricing for the SMB market.
Learn more about how Pardot can help maximize your marketing efforts.