In B2B, the emphasis is placed on generating qualified leads, Lead Nurturing and Lead Scoring. Management of prospects'increase in maturity and synergies with sales are also fundamental. This is why the software used will be different as will the selection criteria.
For several years, we have been seeing a change in the marketing paradigm. We no longer consume in the same way that we did ten or fifteen years ago. It is, therefore, becoming urgent to adapt our sales techniques to these new trends that are emerging among consumers.
In B2B, traditionally, a salesperson would contact a potential buyer by telephone or email to present their product or service. This contact was unsolicited and intrusive, so less and less effective.
Today, B2B buyers start by looking for information on the Internet and then they contact a service provider. They find information to understand the nature of their problem; they then identify and assess different solutions; eventually, they contact one or two very targeted service providers before buying. In this context, sales canvassing has less and less value in their eyes because it is perceived as a nuisance.
ANALYSIS & GRAPHS
There are five key modules that any Marketing Automation software must have:
- Emailing: Creation, personalisation, testing and sending emails.
- Lead capture: Creation of CTAs, forms, landing pages, chatbots and live chat in particular
- Segmentation: Creation of lists (static and dynamic), Lead Scoring, Lead Grading, database cleaning and contextual marketing.
- Automatisation: Creation of automated scenarios and triggering of automated actions.
- Reporting: Analytics reports at the campaign, Landing Page, email, and Ad (SEA and Paid Social) levels; creation of personalised reporting dashboards.
Social networks: Publication on different networks, management of engagement and interaction, monitoring and analytics.
Resource hosting: Hosting image, video, pdf and other format files.
Scoring & Grading: Point and score allocation system to measure the interest a prospect has in the company (Scoring) and their potential as a client (Grading).
Advertising: Performance monitoring and retargeting.
SEO: Measurement and monitoring of natural SEO and onpage optimisation opportunities.
Client relationship management: Ticket management modules, NPS, knowledge base.
The objective of this benchmark study is to compare five main Marketing Automation software solutions (HubSpot, Pardot, Marketo, Act-On and Oracle) through the prism of these key modules.
This introduction is an extract from the chapter dedicated to Marketing Automation B2B in the Yearbook 2019 (Markentive) ; click below to download the long version: