3 B2B Marketing Automation Secrets

B2B Marketing Automation SecretsAre the marketing automation “secrets” discussed here really so hard to come by? They shouldn’t be. Companies like Marketo and Eloqua tout these feature sets routinely in order to sell their products.

Yet all too often, we find in the course of our marketing automation consulting work that marketing automation platforms are used for little more than basic email marketing. Therefore, we give you three marketing automation feature sets that every marketing automation specialist should be using.

Landing Page Optimization

A study from Marketo shows that sending clicks to a relevant, optimized  landing page will convert twice as many clicks into leads. However, 44% of clicks are directed to a homepage rather than a targeted landing page. This can frustrate leads with confusing navigation options.

Multiple landing pages can allow B2B businesses to test various conversion metrics. Specialized landing pages can allow businesses to target niche audiences. Yet, only 52% of companies test landing pages to improve conversion ratios.

Having multiple landing pages will allow you to test each landing page for key behavioral metrics like average time spent per visitor, number of unique visitors, number of repeat visitors and number of visitors that instantly bounce. In addition to these behavioral metrics, marketing automation platforms allow you to see how much revenue is being generated by each landing page.

Marketing automation platforms allow you to easily create a slew of landing pages without having to take time and resources away from your IT department.

B2B Social Media Automation

Social media platforms offer real-time data that should affect your B2B lead nurturing strategy. You create more opportunities to drive revenue by automatically responding to leads based on their social signals. Marketing automation platforms allow you to automatically score leads based on their social activity, and notify your sales team when a lead is qualified for follow-up.

We also use a variety of apps to automatically optimize our social campaigns themselves. For example, we use tools like HootSuite, ManageFlitter and TweetBig to automatically aggregate content for tweets, generate viable twitter leads and unfollow unresponsive users.

It’s important that you don’t attempt to automatically share a lot of irrelevant content, or you could be seen as a spammer.

Event Marketing Automation

Event marketing presents excellent opportunities to reach out to clients and generate leads. While many marketers invest in events, less than half have metrics in place for determining ROI.

A recent BTOB and Marketo survey revealed that only 48% of marketers have metrics in place for determining ROI for event marketing ventures. More disappointing— though not surprising— is that just 21% of marketers have a lead scoring process for event follow-up, and only 19% nurture those leads.

Marketing automation platforms can be effective both before and after events. Prior to an event, you should automate your email invitations to drive attendance. Following an event, you should use marketing automation to score and nurture your leads. This will instantly give your brand an edge over the 80% of businesses that are not taking advantage of these features.

B2B Event Marketing Statistics

Data from BtoB and Marketo


One Response to “3 B2B Marketing Automation Secrets”

  1. Nic Windley November 12, 2011 at 8:12 am #

    Jesse, I think you hint at the lack luster take up of Marketing Automation (although its picking up) because its just mostly been about robotic email marketing. We’re moving now into an era where Marketing Automation could finally come of age as a result of technology which can communicate more inline with a buyers interests and behavior and is no longer restricted to just email channels. More integration and strategy is allowing this to happen, although we’ve got some way to go yet. Thanks for bringing up this topic.

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