9November 20215 B2B MARKETING AUTOMATION TIPSyour company in a number of ways. A successful marketing automation strategy will not rely on majority one-off email sends, but rather utilize emails that engage a customer according to their interaction with your organization. This will ensure generated leads will fit into a strategically crafted workflow, and help move them along through the funnel.Are you asking yourself, "What is a workflow?"Simply put, a workflow is the succession of steps to move a contact from the first interaction to the conversion. This relies on your organization's goals and objectives, and numerous workflows may be required to achieve this goal or develop a lead into a client.Through HubSpot, your business can categorize their workflows into four main categories:1. Ticket Workflows2. Deal Workflows3. Quote Workflows4. Contacts & Company WorkflowsMaking an email campaign that utilizes personalized or exceptionally targeted emails will enhance organizational efficiency and improve the effectiveness of your marketing automation strategy.Personalization, Personalization, PersonalizationToo frequently in B2B marketing, advertising materials seem targeted at machines and can be too generic. It is true that the tone for B2B is going to be generally more buttoned-up than B2C, but the folks reading B2B messages are still people that will react to personalized content better than generic.In the content you deliver with marketing automation, so be sure you are still talking to people. Automation can help by personalizing your messages depending on the information you've got concerning your contacts.Through HubSpot's Personalization Tokens, you can personalize the content you produce. Some of my most used tokens are:· Company Name· Industry· Location· Contact NamePlus, you can add custom fields specific to your industry -- I highly recommend taking advantage of that feature.Proper Segmentation is KeySegmentation centers on separating client listings, or possible prospects, into specific classes. Generally, these segments could be defined according to your business goals or sales objectives. They also help discern the main information from the data.For example, maybe your company is looking to generate leads from specific industries. If you are looking to target customers in the medical field as well as customers in the education field, segmenting those contacts into separate lists is vital.In the end, segments may be used to organize your email distributions to deliver the right content to the proper people at the ideal time. Automating this process can quickly result in more effective lead creation.Configure Lead Scoring and Sales NotificationsLead scoring is extremely valuable for B2B and proper configuration cannot be stressed enough. Scoring leads may be valuable across a multitude of business models, but it really compliments B2B due to the comparatively longer sales cycle. The capacity to track behavior on your site, track involvement with your messaging, and create a number of touchpoints across channels is a major weapon in your tool chest. HubSpot's platform allows you to completely customize how many lead score points you want to assign per each interaction.We recommend assigning lead scores based on information that can clearly show you who to follow up with. This could be downloading a guide, liking a post on social media or even reading a specific blog post.May the Automation Force be with youThere is no question that a thought out and properly configured marketing automation strategy is one of the best tools in the B2B marketing tool belt. If you follow the above tips and tricks and soak up as many platform training sessions available to you, you will be well on your way to marketing automation success. Josh AsteteA successful marketing automation strategy will not rely on majority one-off email sends, but rather utilize emails that engage a customer according to their interaction with your organization
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