Marketing automation and inbound are increasingly important topics for companies in order to generate leads. Here are the trends and best practices for the coming months.
Digital, The Indispensable Ally Of 2021 For B2B Companies
The past year has shown us how essential digital is to be able to continue to generate business. It was no longer possible to rely on traditional levers, especially on physical events and appointments. The inbound has taken on its full meaning during this somewhat chaotic period: rather than exhausting itself to seek prospects difficult to reach, the inbound allows to bring its prospects to oneself.
So yes, you can launch a webinar during a containment, but we notice that the results are multiplied with two three more ingredients:
- some blog posts to position yourself in SEO and generate leads naturally
- webinars that add value to its prospects and capture potential leads
- automation as soon as the lead generation strategy is implemented to start linking with its leads.
It is not always necessary to make content complex and difficult to implement. Can you solve a problem of your leads simply with an Excel file? Make it available for free as a “kit” and see the leads arrive! It will take you little time (compared to a white paper) and the results are even better.
All Companies Can Do Marketing Automation
More than 75% of marketers with inbound strategy and a marketing automation solution work in companies with fewer than 50 employees. SMEs also equip themselves with solutions with the goal of better structuring their organization and saving time on their operational tasks that can be repetitive, such as automatic e-mailing and immediate detection of hot prospects: two essential elements to ensure their growth. The year 2021 will further strengthen that. B2B companies and SMEs in particular have understood the importance of digital and will want to strengthen their actions.
A marketing automation solution will help companies structure their marketing actions because it allows to set up a framework. Implementing a solution is also a good time to reset existing processes and review actions to align sales and marketing teams.
How? It’s very simple: marketers understand what really generates good opportunities for them and can easily launch new campaigns, and salespeople are powered by qualified leads, not contacts who have simply submitted a form.
Equipping a good marketing automation tool will also increase commercial and marketing efficiency. From a marketing automation solution, marketers can simply set up the levers to generate leads via their website (forms, landing pages…) and accompany their leads in the sales cycle (nurturing) and thus reduce the sales cycle of prospects.
They also save salespeople time by sending them qualified leads. The tool also allows you to follow the different marketing indicators to adapt your actions and increase their efficiency.
A successful solution will also save time for the person who manages marketing alone or for more sized marketing teams. By automating some of the tasks (sending emails, marketing relaunches, reporting, etc.) and avoiding tedious tasks, teams bring more value by focusing on strategic missions and can thus implement more actions.
We find that, on average, our customers generate 70% more traffic on their website in 1 year and 3 times more leads after deploying an inbound and automation strategy.
The Human Touch: The Key To Stand Out From Your Competitors And Build A Good Strategy
This year again, many companies will launch or accelerate in digital, create content, send thousands of newsletters, deploy advertising content… The desire to communicate and send business messages to its customers and prospects is recurrent. In a B2B environment already saturated with messages not always qualitative, the challenge will be to stand out to succeed and get results.
We believe that to stand out from our competitors, we need to put people in automation. This starts with a good segmentation of its targets, and their maturity. You have to be able to send the right messages to the right prospects at the right time in the sales cycle. Sending emails en masse, or the same content to all its prospects, will be increasingly counterproductive. It will be necessary to contact his contacts according to their profile but also their interests.
Automation has long had bad press because of the intrusive and repetitive nature of sending email footage.
But technology does not do everything, it also goes for example by the tone used in the emails and on the website. Even in B2B, it’s important to stay human and connect with your prospects. Today, customers don’t just buy a product or service, they’re also attached to the company’s “DNA” and the value of its message.
This is a fundamental trend that must be given priority for B2B actions. You have to be able to create the right messages, but above all you have to get them to the right people at the right time.