Get Busy – Planning your B2B Marketing Automation Campaign

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Marketing Automation has grown exponentially with an increase in marketing technologies, giving marketers the power to nurture leads through a funnel that seamlessly converts them from a suspect to a loyal customer and brand ambassador. The efficient and effective capabilities of the marketing automation platform allow you to reach a number of prospects, which simply cannot be achieved through cold calling. This has made marketing automation the most powerful revenue contributor in top performing organisations generating 50% more sales ready leads at a 33% lower cost (source: Act-On).

What’s more is that marketing automation efficiently aligns sales and marketing in your business, allowing you to implement a marketing strategy that fulfills your vision and increases the value of your business. As marketers, we must take full advantage of marketing automation to reap the benefits and create an optimal customer experience that leaves them wanting more.

We understand that nobody looks forward to a software migration, but with the right planning, you can get your marketing automation campaigns up and running effectively.

  1. Know what you want

As with most things in life, setting clear goals and having a clear understanding of what you want to achieve will help set you on your path to success. How many leads do you want to convert? How much revenue do you want to generate? It’s questions like this that you must ask yourself and your team so you know why you are planning a marketing automation campaign and can effectively measure your success.

  1. Know who you’re talking to

Prior to setting up an automation campaign, you must define your target customer so you can talk to the people who count not just count the people you are talking to. Though you may work in a “business to business” industry, you must engage on a “person to person” basis. If you are not already clear on who you are talking to, create buyer personas that outline your target customer’s background, behaviour, challenges and goals. Identify what is important your target customer so you can deliver a valuable message via the most effective channels.

  1. Do you have the right marketing automation platform?

Do you have the right marketing automation platform to help you implement your campaign and reach your goals? Learn how to choose the right marketing automation platform for your business and how to optimise your marketing automation system, to ensure you are equipped with the tools that will transform your business and optimise your sales opportunities.

  1. Strategically develop the buyer journey you want prospects to take

By mapping the journey you can anticipate the needs of your audience so you know what it will take to move your buyer to the next stage of their journey towards a sale. This is why knowing who you talk to is so imperative. Once you know this you can define the channels that will be most effective for engagement and implement call-to-actions, which will guide the buyer to the next step.

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  1. Get creative with content

Providing valuable information to your prospects is the key to engage and nurture them through the funnel. Ensure you create a campaign with content that is tailored to solving your prospect’s pain-points and achieving their goals. Marketing automation also allows you to send personalised content, relevant to each stage of the buyer journey.

  1. Set up your lead funnel in your automation platform

Utilise your marketing automation platform’s forms and prospect tracking tools throughout your campaign to capture data that will automatically identify where your prospect is in your funnel. Marketing Automation platform’s such as Act-On have great lead scoring capabilities, which are used to identify engagement levels of each prospect, and automatically push them into the appropriate segment list.

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  1. Test for success

Test your marketing automation campaign before you go live to ensure all technical aspects of the campaign such as lead scoring, dynamic content and email triggers run seamlessly. It is critical that any issues are solved before they affect your campaign results.

  1. Consider bringing in an automation agency partner

Most firms wouldn’t consider implementing a CRM without an agency to help and while marketing automation is a much more seamless process, it does require expertise and skill to plan and roll out a campaign in the most effective way that will optimise your ROI.


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