It may seem counterintuitive, but your best bet for gaining marketing results has everything to do with mastering the strategies and tools you’ve already been using, especially email marketing automation. Email marketing continues to be the best channel for delivering ROI, according to Campaign Monitor. Over 200 marketers were surveyed, and 59% said they gained the most ROI with email—even though they only spent 25% or less of their time on it. And, when combined with marketing automation, email marketing is a powerful way to hit your conversion goals. However, many marketers are falling short in realizing the potential of marketing automation. That same study from Campaign Monitor revealed that 51% of marketers failed to use automation for any of the elements of their email marketing campaign—even simple welcome greetings. As you look for ways to boost your marketing performance, invest time in reviewing your marketing automation and email strategies. It’s key when moving prospects closer to a conversion.
How to do B2B email marketing automation:
- Personalize as much as possible
- Dive into the data
- Identify audience segments you maybe under-serving
- Create more robust personas
- Track leads
- Nurture leads
- Score leads
- Create a seamless connection to your sales team
- Split test for maximum performance
- Regularly check your data
Take a look at the top 10 B2B marketing automation tips for maximizing your email efforts.
1. Personalize as much as possible
In a perfect world, you’d be making a personal connection with each of your prospects. You’d be like the neighborhood business owner, greeting every person by name, asking about their business challenges and ensuring that you met their expectations. You would do it because you care. And even in this not-so-perfect world, we know you care. You care about customer satisfaction, building a loyal customer base, and boosting your company’s viability. Still, it’s virtually impossible to connect with every client. That’s where email marketing automation comes into play. Tap into marketing automation to deliver a personalized customer experience—at scale. Using integrations (including with your CRM), marketing automation gives you the ability to address each of your prospects by name. It allows you to customize messaging based on job titles, industries, company size, and interests. Email marketing automation is a small step, but it will pay off. Personalized email messages have been shown to improve click-through rates by an average of 14%. They also contributed to a 10% boost in conversions, according to research by Aberdeen. Start by exploring marketing automation’s ability to personalize your emails in meaningful ways and check for gaps in your own strategy.
2. Dive into the data
Marketing automation software gives you the ability to go much further with your data analytics. A comprehensive, insightful look at how well you’re connecting with your prospects can give you the perspective you need to improve your content marketing strategies. It also helps you determine what drives your audience to conversions throughout the buyer lifecycle. The data insights from marketing automation lay the foundation for many of the benefits listed in this article. This includes segmenting audiences, determining ROI, tracking leads, and delivering timely content to segmented lists. Set your team up for success by regularly analyzing the data provided through your marketing automation software.
3. Identify audience segments you may be under-serving
If you’re still taking a one-size-fits-all approach to your email marketing campaigns, you’re likely leaving behind several opportunities to connect. Similar to personalization, segmentation through marketing automation gives you the ability to get closer to your audiences by creating more appealing campaigns. Here’s how it works. With the data insights gained through marketing automation, you’re able to be more effective in segmenting your audiences. As a result, your team can customize content campaigns that address the specific needs, interests, and desires of specific groups. This way, you won’t alienate audiences with generic content. Marketing automation also can help you take a deeper look at your audiences—perhaps, identifying segments you didn’t even realize existed.
4. Create more robust personas
Understanding your subscribers has always been one of the primary goals in modern marketing. Marketing automation gives you deeper analytics about subscriber behaviors. These analytics come from interactions with your brand and information gathered from software integrations. As a result, you’re able to build more comprehensive buyer personas. You can use those personas to ensure you’re consistently delivering the right messages and incentives to prospects at the right time. It can give your team the ability to be more empathetic in your messaging.
5. Track leads
The buyer’s journey is an essential component of every marketing campaign. And marketing automation takes you into a deeper exploration of your leads’ behavior, beyond opens, click-throughs, and page views. Without the data insights delivered by marketing automation, you could be partially blind about what aspects of your strategy are leading your prospects to a conversion. Marketing automation can inform you about the following:
- Which content topics are engaging subscribers
- What path they took toward a conversion
- What common personal traits and behaviors indicate that they are sales-ready
- Which gaps are prompting them to look elsewhere for solutions
Using lead tracking, you can gather relevant subscriber information to inform your strategies.
6. Nurture your leads
Use concrete data about your prospects. This includes what leads them to a conversion (e.g. content topics and messaging). With this information, you can effectively upgrade your lead nurturing strategy. Invest time in analyzing the data insights, allowing them to guide you. Create content and messaging that resonates with prospects at each phase of the buyer journey. With the segmentation capabilities that marketing automation provides, along with lead tracking, you can customize several buyer journeys to fit the specific needs of different audiences.
7. Score your leads
Identify when your prospects move closer to a conversion or disengage from your campaign. This can significantly streamline your process, and this is precisely what marketing automation can deliver. With automated lead scoring based on previous data insights, you can attribute points to various behaviors, such as downloading an ebook or whitepaper, attending a webinar, reading blog posts, or browsing web pages. Subscribers who accumulate a specific number of points based on a combination of behaviors and personal attributes can be quickly categorized as hot leads, qualified leads, and even unlikely candidates.
8. Create a seamless connection to your sales team
Ultimately, you want to make sure you’re sending sales-ready leads to your sales team. Yet, it’s one of the trickiest transitions in the sales cycle. Email marketing automation, with its lead scoring capabilities, can ensure that you’re sending the right leads. You can also create a seamless transition from marketing to sales with a marketing automation workflow. Once a lead has been determined to be sales-ready, your sales team can receive an automated notification to follow up. With marketing automation in your arsenal, you can take significant steps toward bridging the gap between marketing and sales. And, from the customer’s perspective, you are delivering an equally seamless experience.
9. Split test for maximum performance
More than likely, you already realize that you should be split testing (aka A/B testing) as a regular practice. However, more than half of marketers (53%) never test their emails, according to Campaign Monitor’s 2018 report. With marketing automation, it’s easy to test and compare campaigns. You can determine which one performs better, just by using subject lines, send times, CTAs, website content, and other variables in your emails. Since the process is automated, the process is flawless. After running the test, your platform will automatically send the best performing campaign.
10. Regularly check your data
To gain the best results with marketing automation, make sure that you’re using quality data. The quality of your marketing campaign largely depends upon it. To ensure that you’re working with quality data, request relevant personal details from your prospects at the start. In addition to names, email addresses and phone numbers, you can lay the foundation for a more personalized experience by requesting the prospect to fill in data fields like Job Title, Number of Employees, Annual Revenue and Industry. Check fields to make sure you delete inconsistencies with addresses, states, titles, duplicate accounts, etc. It’s also important to regularly update your database by checking for inactive subscribers, unsubscribes and other inconsistencies that could interfere with your marketing performance.
By maximizing your efforts with email marketing automation, your marketing team can significantly improve your overall performance. Start by incorporating these 10 tips into your overall campaign. Email marketing automation will help you build deeper connections with your business prospects at every phase of the buyer journey. The right platform, along with an effective strategy, can help you gather the insights you need to create engaging, personalized campaigns. Ready to get better results from email? Talk to Delivra about a demo. We’ll show you how marketing automation can work for you.