Marketing Automation

What is marketing automation?

Marketing automation is technology that helps marketers effectively follow, score and plan their leads, which increases conversion rates and revenue. With marketing automation, you can set up marketing campaigns that automatically send emails to prospects with links to relevant landing pages, enabling you to nurture and score leads. By automating the tasks associated with these activities, you can significantly reduce your workload while empowering yourself to become more efficient and productive.

Why marketing automation?

It makes the process easier and more effective by enabling you to:

  • Use your content more efficiently
  • Avoid sending push-e-mails
  • Better understand your target audience and find out what information they need
  • Track and trace your prospect or customer’s online behaviour by monitoring what links they click and what files they download from your website
  • Measure conversion rates with greater precision
  • Calculate your exact cost per lead by linking your marketing automation and CRM systems

Marketing automation tools selection

Given the number of marketing automation vendors, you can quickly become overwhelmed by the choice. Because each tool comes with different functionality and pros and cons, look for the following features and benefits:

  • Easy-to-use, highly intuitive user interface
  • Email marketing
  • Integration with leading web conferencing and CRM solutions
  • Website visitor tracking
  • Lead scoring
  • Lead nurturing/automated campaign management
  • Social media integration
  • Design tools and templates for web forms
  • Design tools and templates for landing pages
  • Extensive metrics and ROI reporting

While many suppliers provide all of the above, it’s important to find and implement the right solution for your needs. spotONvision works with several leaders in marketing automation, including:

  • Eloqua
  • Act-On
  • Hubspot

Implementing marketing automation

Implementing marketing automation requires a step-by-step approach:

  • Decide on the scope of the project
  • Describe processes
  • Develop content, information, e-mail templates, landing pages, and marketing lists
  • Structure landing pages and content
  • Set up marketing campaign flows in the system

Getting started?

At spotONvision we believe technology and marketing are thoroughly intertwined, and that marketing automation is critical in B2B marketing. That is why we advocate the use of such systems, and use our knowledge, expertise and insight to give our customers the best advice possible. Interested in seeing a demo? Talk to our marketing automation consultants.

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The 5 main reasons for marketing automation in B2B

‘Marketing automation’, in other words the automation of marketing activities, makes it possible to measure and improve the effectiveness of marketing and sales. To achieve this, marketing directors will have to establish the right mindset and bring their team along. If they want to create and implement new processes then it is important to emphasize the urgency of those changes. As far as we’re concerned, the five main challenges of B2B marketers are pointing to the main reasons to start with marketing automation tomorrow.

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