White Paper: Successful with marketing automation
Diana Mittel
Feb 25, 2021 | Last updated: Jan 12, 2023
Insights | 3 min read

Your regular customers are buying elsewhere and there are no new incoming leads or customers? Then it is probably time to take a closer look at your problems and do some research.

Perhaps your marketing campaigns are not as effective as you would them to be, or your marketing and sales departments do not cooperate as well as they should – or both.

Either way, what we do know is: there is definitely a problem. Marketing automation could be the answer you are looking for.

What is marketing automation?

It is all in the name: “Marketing automation” means automating your marketing processes. It does, however, go much further.

Marketing automation tools provide you with a lot of data. Therefore, it is not enough to implement a new software and neglect the fact that marketing automation requires you to develop a new strategy, too if you are serious about making your marketing measures more efficient and continually improving them.

Only then will marketing automation unfold its true potential, i. e. help you tackle your challenges successfully.

Three problems which marketing automation solves

Lack of cooperation between marketing and sales

It is important for your marketing and sales departments to pursue the same goals. What you need to achieve that is common ground: processes, data and a lead-scoring model. Furthermore, a good strategy is just as essential as choosing the right software to support your efforts.

Data silos

Successful marketing and sales measures are based on data. Therefore, it only makes sense for your sales team to share insights from exchanges with (potential) customers with your marketing team – and the other way round. In order to achieve that, you need marketing and sales tools that synchronize their data.

Content for the masses

An extraordinary, personalized Customer Journey is a great experience for B2C and B2B customers alike. The right marketing automation tool helps you provide potential buyers with the right content at the exact right point in time in their Customer Journey. Content for the masses is a thing of the past.

Why B2B companies should pay attention

Selling products to B2B customers takes time: The decision making takes them much longer than B2C customers due to the complex nature of B2B products and high purchasing costs. Still – what is true for the B2C market is also true for the B2B market: Every touchpoint counts, and individual content is much more effective than mass content, too.

Remember: At the end of the day, B2B customers are B2C customers, too, and therefore used to extraordinary, unique Customer Journeys. Your B2B marketing can therefore benefit from relevant content, personalized messages and an extraordinary experience, too.

Make sure to contact us if you want to partner up with us
– let’s tackle your challenges together!