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Could B2B marketing automation mean the end of the human marketer?

Posted by Kenneth Connolly on 20-Jan-2015 15:25:00

The automation of processes generally means the loss of jobs and the dehumanisation of organisations – especially in factory settings. But, what if there was a technological solution that worked hand-in-hand with human operatives and helped to save time and money that could be re-invested into other areas of the business? Well, thankfully there is.

Snippet of B2B Marketing Automation Infographic

Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads - The Annuitas Group

Marketing automation has been a hot topic for the past couple of years in the B2B marketing realm, and the hype doesn’t seem to be stopping. Many organisations have implemented an automation solution (usually with a certain level of trepidation), and some others are interested but are yet to commit. The key questions and concerns when considering a marketing automation tool are ‘what exactly does it do?’ and ‘how much resource will I need to commit to it?’ 

Firstly, don’t think for one moment that you’ll be able to hit ‘automate’ then walk away and let it churn out leads. It doesn’t work like that… at least not at first. The initial set up of a marketing campaign within some automation tools can take a considerable amount of time (and this doesn’t even include writing and producing the content). 

And, once the campaign has been set up in the marketing automation tool, you then have to use demand generation techniques like infographics, blogs, emails, Pay-Per-Click ads, videos and social media to drive traffic to your website. 

It may seem like automation doesn’t actually involve a lot of automated processes, but having completed the previous steps, the tool now starts to show it’s real qualities. Once a prospect converts to a lead via a form on your landing page… the automation begins. The system will automatically email the lead and provide content relevant to the subject they’re interested in. Once the lead has downloaded content and engaged enough to become a hot lead, the system will then notify the relevant people within your business. 

This lead nurturing process that the automation software enables will ultimately save time and resources within the marketing team and therefore provide time, energy and money that can be invested elsewhere. Marketing automation software is an innovative and cost-effective tool that can dramatically improve marketing processes. But, to see what is actually involved in making it work… 

View the free infographic:  'Generating B2B Leads with Marketing Automation'

 

Topics: B2B Lead Generation, B2B marketing, B2B Marketing Automation, B2B Lead Nurturing, Marketing Automation, Automated Marketing