eting automation: What does it mean and how can it benefit B2B marketers //

What are the factors driving marketing automation platform usage? And what benefits do MAPs offer B2B marketers looking for marketing solutions?

Businesses can use MAPs to identify potential customers, automate the process of nurturing leads to sales readiness, and use channels such as email, social media and display ads to get customers and prospects to personalized landing pages and other experiences that will move them down their purchase funnel.

These platforms are tightly integrated with CRMs and CDPs, constantly collecting more data about leads to fuel insight and further personalization.

Marketers often overlook MAPs in their pursuit of the next big thing. Because of their central role as the hub of many business’ marketing strategies, they are often taken for granted.

Marketers increase their profits by replacing MAPs

Marketers are replacing their MAPs faster than any other technology in an age of rapid change. It is crucial that the MAP does the job the business requires.

23% of respondents to our MarTech Replacement Survey reported that MAPs had been replaced in 2022 by 23%, similar to the 23% who reported that MAPs had been replaced in 2021.

When we get down to the reasons for replacing MAPs, marketers who claimed they did so in 2022 switched from a commercial package (rather than a homegrown app) to another tool. Most were looking for better features (58%), and better integration (23%).

Dig deeper: MarTech Replacement Survey. These are the top five solutions that were replaced

How vendors differ on capabilities

Marketing automation’s most basic functions have become somewhat commodityized. Platform vendors try to differentiate themselves on their ability to scale (especially to new channels), usability, ease-of-implementation, and customer experience features.

To improve platform usage, vendors continue to develop training programs and add-on services. For both developers and customers, online communities are becoming more important in order to increase platform support, advocacy, and market penetration.

Many MAP vendors are rooted in email marketing, which is still a core function.

Customers often use it as the only function. Many platforms offer a variety of functions.

Email marketing features include advanced lead management, ABM tools, and predictive

analytics.

Core and advanced functionalities in a MAP

Almost every marketing automation software comes with tools to help you develop and send emails.

Execution (including landing pages), lead capture, scoring, and nurturing. The following features are being added by vendors:

Dynamic content creation and delivery

Almost all MAPs allow users to create, send, and measure personal email campaigns. Where

They differ in the way email, landing pages and website content are personalized.

Some provide templates or wizard-based campaigns design, while others offer more comprehensive content templates.

Individualized approach

Management of the leader

This includes lead nurturing and scoring. It is based upon leads taken from various sources that feed the marketing automation database. These include website visitors, social media, paid campaigns, email marketing respondents and trade show attendees.

Predictive analytics

Analytics are typically provided by marketing automation vendors. They track quantitative data like website visitors, pages viewed and time spent on site, emails opened and downloaded, campaign responses, and other relevant information. Machine learning is being used more often to create predictive analytics and models. This algorithm uses algorithms to process data to uncover trends or insights that allow marketers to personalize visitor experiences and marketing campaigns.

Mobile marketing

It is essential to create an engaging experience for customers and prospects on mobile devices.

Many MAPs have responsive templates for emails, landing pages, and web forms. Advanced mobile marketing features include SMS/texting and in-app marketing. Remote platform management is also possible from mobile devices.

Marketing that is account-based

Vendors are adding new ABM features that enable marketers to address both the buying group and individual members. These include enhanced account nurturing capabilities and predictive scoring capabilities.

Native CRM Integration

Native or out-of the-box integration is becoming more important for businesses looking to align their marketing and sales efforts.

CRM systems have become an essential feature of MAPs. Some of the most popular connectors are SugarCRM, Microsoft Dynamics 365 and Oracle NetSuite. Data is shared between both systems at regular intervals and is synchronized.

Additional advanced capabilities

Some MAPs offer social media profiles matching, APIs and marketplaces for third-party software solutions. AI-based recommendations are also available.

B2B marketers need integrated marketing functionality. The market is rapidly changing. Download the latest edition of our report ” B2B Market Automation Platforms: A Marketer’s Guide” for more information on this rapidly evolving market.

What is Marketing Automation? How can it help B2B Marketers? appeared first on MarTech.