Many B2B companies transform leads into sales by implementing marketing automation as it helps to measure results and create highly personalized marketing strategies. Marketing automation makes the job of marketers easier and their campaigns more effective. Emails and social media are the main tools for automation that prove helpful in bolstering campaigns. Researches show that the most successful companies extensively use their marketing automation systems. Below are the top 10 tips that you can follow to improve your B2B marketing automation strategies:

1. Score Leads

Lead scoring is one of the features of marketing automation that can have a huge impact on your pipeline. In order to rate your leads, your automation software can detect signals such as form submissions, click-throughs or page views. This can help you in determining their value and interests before forwarding them on to the sales team. As per Forrester Research, B2B marketers increase their sales pipeline contribution by an average of 10% by implementing marketing automation in their business. Marketing and sales should be aligned and agree on what makes a lead ‘sales ready’. The usage of your CRM or automation for some time will give you enough experience so that you can identify a typical buyer journey. You should be easily able to recognize the type of content that engages your customers and the points of contact they want before they transform from prospect to customer.

2. Targeted Emails

Email marketing is known to be an effective strategy and you can make your campaigns even more successful by automating them. Segmenting your data will help you to send more targeted emails and information to your prospects. Emails should not look like a cold bit of spam. Personalize emails by having at least their first name in the opening line. Provide a clear call to actions in your emails. Your recipients should feel enticed to click on a link that you emailed them.

3. Set Yourself Up to Save Time

Getting started with marketing automation can be overwhelming initially but you will not have to bother about it again if you do it properly. Marketing automation is great is saving time and you can benefit from this function by creating templates for the types of campaigns you usually launch. You can easily personalize and use such templates once they are in place.

4. Use Reporting to Your Advantage

You can determine how successful your marketing automation efforts are through reporting and analytics. However, you would want to do more than just looking at how many people opened your last email.  Do something more based on data and try out a different copy or another stock photo if numbers aren’t where you wanted and then measure results again.

5. Focus on Integrations

Marketing automation software integrates with lots of tools that are already in use nowadays and connecting these platforms mean less work and smarter results. For instance, your customer service reps can log calls and view customer data if you connect your phone system with your CRM and create an online log form for incoming phone calls. You have the option to track how your prospects interact with your product when you tie your marketing automation tool to your SaaS platforms.