B2B marketers are constantly on the lookout for innovative solutions to make their task of reaching other companies easier. In many cases, firms are adopting marketing automation software to get the job done. Sales and marketing publication Demand Gen Report and Act-On Software recently released results from its Bt2B Buying Survey and found that the number of organizations unhappy with their B2B purchasing experience increased more than 50 percent from 2011.
However, Act-On Software CMO Atri Chatterje asserted that B2B marketers believe that marketing automation that is integrated with effective sales initiatives can satisfy disgruntled firms.
“Marketing automation enables complex, long-term lead nurturing campaigns; it also allows marketers to segment their prospects and deliver targeted, highly relevant content,” Chatterjee said. “In the process, marketing automation could help B2B marketers overcome the dissatisfaction many buyers report during their dealings with vendors.”
Disconnect between B2B buyers, vendors
The joint survey of B2B marketers also found that much of the issue regarding the frustration with the buying experience boils down to a few things. Demand Gen Report Editor Andrew Gaffney said that marketing and sales teams cannot keep pace with the changing purchasing trends of their clients.
“It also underscores that those firms that can transform their engagement models rapidly will have a decided advantage over their competitors,” Gaffney said.
Automation more important than ever
With so many B2B marketing channels available to firms, companies can get overwhelmed if they are not prepared. Rather than just rely on sales and marketing teams, businesses can integrate automation tools to track the success of their campaigns. But how many platforms do companies actually use for their B2B marketing?
A recent CMI report found that more than 90 percent of B2B marketers use content marketing as a major part of their campaigns, with this channel accounting for 33 percent of total budgets. More than 40 percent of respondents expect to increase spending in this area beginning in 2013.
The survey also found that the largest B2B marketers use an average of 18 channels, while the smaller firms leverage 11.
Rather than stretch themselves too thin because they are using too many B2B platforms, companies should consider automation tools to track what campaigns are successful and what needs to change.