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What Is B2B Marketing Automation Plus the Best Software

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What Is B2B Marketing Automation Plus the Best Software


Marketing automation allows your team to increase productivity while simultaneously nurturing more leads.

Within the category of marketing automation tools are B2B marketing automation tools — software that’s ideal for the B2B marketer.

B2B Marketing Automation

B2B marketing automation allows you to streamline marketing tasks and role responsibilities through workflows and triggers. B2B marketing automation is meant to help your team stay productive and efficient while nurturing your leads.

B2B Marketing Automation Examples

Here are some examples of how you might use B2B marketing automation on your team.

  1. Trigger follow-up workflows after leads visit high-intent web pages (e.g. product page, pricing page).
  2. Create educational workflows to send to your new customers — included educational resources may include videos, how-to articles, and knowledge base articles about how they can accomplish basic tasks.
  3. Nurture leads with content that shows you’re a thought-leader in the industry and is also tailored to their specific needs and goals. This will help you show your prospects that you’re the right solution for them.
  4. Set up rewards for loyal brand advocates — for example, send a discount code to a customer after they successfully refer a new customer or complete a certain number of purchases.
  5. Set up email campaigns with lead nurturing so you can better understand which campaigns work best among your audience while also having the ability to manage a higher volume of leads.
  6. Trigger notifications to internal team members when a prospect takes a specific action.
  7. Set up workflows for webhooks, lead scoring, and lead rotation (to Sales).
  8. Automatically complete data fields and update current data to avoid the need for any manual entry.
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B2B Marketing Automation Software

1. HubSpot Marketing Automation Software

b2b marketing automation: hubspot marketing automation software

Price

HubSpot Marketing Hub comes in a free-forever version. For omnichannel marketing automation, you’ll need a Professional plan ($800/mo) or an Enterprise plan ($3,200/mo).

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Key Features

With HubSpot, you can create and automate beautiful and customized email drip campaigns to help you nurture prospects. The tool will help you send the right type of email to the right prospect at the right time based on audience criteria.

Use the visual editor to easily create workflows and use advanced segmentation logic to determine which audience members should be enrolled in your workflows. HubSpot makes it easy to personalize emails for your recipients in those workflows by pulling contact information from your HubSpot CRM.

You can implement workflows and triggers for lead scoring, lead rotation, webhook creation, data entry, and internal notifications (e.g. notify your sales team when a prospect completes a certain action).

2. Versium Reach

B2b marketing automation: Versium Reach

Price

There are B2B Digital and B2B Direct plans that start at $300/mo/billed annually. There are also pay-as-you-go plans.

Key Features

Versium Reach makes it easy to visualize marketing data. As a B2B marketer, you can view a snapshot of leads so they can effectively tailor content and other marketing materials to them throughout the different stages of the buyer’s journey.

You can also create targeted B2B audiences that you can reuse across all of your digital marketing platforms.

Versium Reach also automatically manages your data for you — it surfaces your ideal targets for you so you don’t have to review multiple data sources.

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3. Marketo Engage

b2b marketing automation software: marketo engage

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Price

Contact Sales for pricing.

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Key Features

Marketo Engage is a B2B marketing tool that allows you to segment your audiences and enrich your audience data with engagement information and integrated customer profiles.

Experience automation nurtures your audience and scores engagement throughout the buyer’s journey. It provides tailored content that feels personal for audience members at scale with the help of artificial intelligence.

4. ActiveCampaign

b2b marketing automation: activecampaign

Price 

There are four plans all ranging in price based on the number of contacts that you have and the features you need. Plans start at $9/mo.

Key Features

ActiveCampaign’s Marketing Automation tool gives you the ability to automate a number of tasks such as sending welcome email campaigns and tracking engagement (by using engagement tags, custom fields, and more). 

ActiveCampaign pulls in information about your audience from all of the channels they have access to including social media, live chat, web pages, and SMS. It automatically identifies your most engaged audience members 

Begin Using B2B Marketing Automation

B2B marketing automation has the power to save your B2B marketing team time, increase their productivity, and help them reach and resonate with more qualified leads. So, find the right tool for your team and begin using B2B marketing automation. 

Free Resource: How to Reach & Engage Your Audience on Facebook



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MARKETING

Martech failure? 50% say loyalty programs don’t offer much value

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Martech failure? 50% say loyalty programs don't offer much value

The goal of martech is to add value for business and customer via personalized experiences which increase brand engagement. Loyalty programs seem like the perfect channel for this. So why is there such a huge gap between customers’ expectations for those programs and what they get?

Half of all US customers say loyalty programs don’t offer much value, according to a report from digital insights firm Incisiv and Punchh, a customer loyalty services provider. This is a real problem, given the huge impact these programs have on customer retention, satisfaction and brand advocacy. Customers who sign up for them engage with that brand 70% more than those who do not. 


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The gaps. So what is it customers want and aren’t getting?

  • 70% prefer to manage loyalty programs via app.
    • 26% Top 150 retailers and restaurant chains have a dedicated loyalty app.
  • 67% expect surprise gifts.
    • 28% Retailers and restaurant chains send gifts, offers or discounts on special occasions
  • 75% prefer instant discounts/redemptions.
    • 16% Retailers and restaurant chains offer instant discount on purchases instead of reward points.
  • 72% expect personalized rewards.
    • 48% Retailers and restaurant chains offer some form of personalization.

Enough with the cards already. It’s 2022 and people have been irritated about physical loyalty cards for decades. In case your own experience isn’t proof enough: 43% of shoppers say physical cards are the biggest obstacles to claiming rewards. And, this shouldn’t be surprising, 57% of shoppers like to engage with loyalty programs on their mobile phones. This means a digital rewards card is the bare minimum if you don’t have an app. 

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Read next: Leaning on loyalty, Chipotle orchestrates engagement across channels

If you do have an app, it should clearly provide more functionality and benefits than a card. The more it does that, the more people are likely to use it. Over 70% of shoppers are more likely to participate in a loyalty program that provides access to loyalty cards and rewards via its mobile app. However, only 4% of grocery retailers offer enhanced rewards or benefits on their apps.

Make members feel special. Joining a loyalty program signals that a customer values your brand (37% of shoppers are willing to pay to join or upgrade to a higher tier of their loyalty membership). Make sure they know you feel the same about them. Nearly 60% say loyalty programs don’t make them feel they are a part of an exclusive group. How? Well, 46% want premier or exclusive access to sales and promotions.

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Why we care. I can’t tell you how many websites I registered with and forgot about that send me an email on my birthday. I get them from a few loyalty programs as well. I’ve never gotten one with an offer or a discount. 

The bare minimum martech stack provides data unification, digitization and channel integration. A good one offers real-time analysis of customer behavior (past purchases, browsing history, etc.) combined with things like product attributes and availability to create an attractive personalized offering. For the customer, loyalty programs have to be more than a way to earn points. They have to give something unique and special. If your stack can’t tell you what that thing is, there’s something wrong with it.

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About The Author

Constantine von Hoffman is managing editor of MarTech. A veteran journalist, Con has covered business, finance, marketing and tech for CBSNews.com, Brandweek, CMO, and Inc. He has been city editor of the Boston Herald, news producer at NPR, and has written for Harvard Business Review, Boston Magazine, Sierra, and many other publications. He has also been a professional stand-up comedian, given talks at anime and gaming conventions on everything from My Neighbor Totoro to the history of dice and boardgames, and is author of the magical realist novel John Henry the Revelator. He lives in Boston with his wife, Jennifer, and either too many or too few dogs.

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