Marketing Automation Tools: Implementation for Results

Understand the journey of prospective clients and their level of maturity by collecting valuable information about them.

Whether it’s identifying new prospective customers or measuring the effectiveness of marketing activities, the responsibility of modern client prospecting is always placed upon marketing personnel. One way to relieve the workload is to use marketing automation tools. These tools can:

    • Convert anonymous prospective clients into specific contacts
    • Automate marketing functions to afford more time for other activities
    • Track prospect journey along the sales funnel
    • Measure ROI upon execution of various marketing activities

However, most small-medium companies have limited marketing resources, and cannot afford to invest in a full-time marketing department that can fully utilize all of the available tools. Therefore, many companies outsource their marketing automation activities to an agency, which can act as an extension of the company and effectively operate automation tools to their full potential.

B2B marketing automation can autonomously execute marketing plans and ensure your organization receives quality new client leads.

Here are a few categories of automated tools that can make it easier for marketers to impact a company’s bottom line:

Market research tools

These can help marketers learn about their ideal target markets. Data may be collected through surveys, social media listening tools, or other web behavioural analysis tools. Statistical analysis can then be applied, allowing companies to better construct their marketing strategy and project results more accurately.

Search engine marketing tools

As discussed in our section on search engine optimization, the algorithms of search engines are rapidly changing. Efficiently keeping up with these changes and trends as a marketer in a small-medium business is close to impossible. Search engine marketing tools, therefore, are a form of marketing automation that enable marketers to cut the meticulous work that needs to be done to ensure high rankings on search engine result pages.

Web analytics tools

On the surface, web analytics tools seem easy to use, especially if you use the very user-friendly interface that Google Analytics provides. However, this is not the only web analytics tool on the market and there are other paid tools that can provide a deeper analysis of your web traffic. This is necessary to determine whether your site is really driving the quality and quantity of traffic that will generate leads and revenue for your company.

Web content management

For those who need to constantly manage the content on their website but don’t have a grasp on the finer points of HTML coding and other programming languages, a web content management system (WCMS) can provide website authoring, collaboration, and administration tools. This allows administrators within the company to easily create and manage website content. It also enables collaboration, so that multiple departments within the company can maintain and update their own sections of a webpage. If a website is current and updated, it draws potential clients.

Campaign design tools

Even when trying to create a unique marketing campaign, there’s no need to reinvent the wheel and ignore decades of past marketing. Campaign design automation tools can help marketers use proven and successful marketing techniques to create, test, and maintain web landing pages and HTML email campaigns.

Campaign management tools

Marketing campaigns can get complicated, especially when trying to create multiple campaigns for different segments of potential and existing clients. Tools can help execute and monitor the efficiency of campaigns, whether managing email campaigns or ad campaigns.

Lead capture, scoring & routing tools

When you invest in B2B lead generation, you must be ready to understand how to handle the resulting leads. It is very common to see companies collecting large lists of prospects and then failing to capitalize on their full potential. Some marketing automation tools boost this potential by explicitly setting priorities when exploring potential clients. Using a quantitative approach, lead capture tools can collect and rate user data based on set criteria, such as account information or more implicit methods,  which include AI (Artificial Intelligence) and behavioural analysis. This ties closely with Customer Relationship Management (CRM), Sales Force Automation (SFA) and Marketing Automation, popular tools for managing a company’s interactions with its clients.

Lead nurturing tools

As illustrated in our lead nurturing section, the conversion of clients is about building relationships over longer periods of time. However, many small-medium companies need to remain focused on the here-and-now, moving between different pressing situations, and often don’t have the time to invest in longer term relationships with an indeterminate date for payoff. Fortunately, some marketing tools are available that can make it easy to follow up on leads and deliver the right amount of nurturing. These include event-triggered communications, lead nurturing multistep segmentation, and automatic responses. These automation tools will allow your company to keep a solid handle not only on current clients, but prospective ones as well.

Marketing automation must be implemented with a good foundation of marketing strategy and branding. If you think your company is ready to invest in marketing automation, speak with us about your implementation options.

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