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Marketing automation platforms that offer a collaborative process, ensuring real-time communication between the marketing and sales departments would suit B2B companies that rely on lead generation to bring in the revenue.

Common View

Robust marketing automation software enables sales and marketing teams to gain from each other’s insights and experiences. Sales inputs can be used to optimize marketing campaigns, which in turn results in focused lead generation campaigns.  Marketing automation platforms enable sales and marketing companies to have a common lead view that helps them to take action on decisions immediately, eliminating lead-lag, and resulting in higher conversion rates.

Marketing automation solutions also help in lead scoring. Intuitive solutions aid teams to score leads based on the online visitor’s browsing behavior. By deducing visitor intent, teams can take into account the individual and the enterprise’s behavior in the case of multiple people from the same company visiting the website. When sales and marketing teams are able to commonly view lead intent, they are able to work in tandem with good leads which have the potential of being converted to prospects.

Scoring and Analytics

Another important advantage with marketing automation solution is the powerful analytics they provide. Intelligence gathered through tracking leads gives deep insight into the visitors buying process, including the stage of the decision-making process. Marketing teams can use it to create customized lead nurturing campaigns rather than doing guess-work.

Since the lead generation and lead nurturing campaigns are intent-driven, they help ensure that the prospect is receiving only relevant content and emails, increasing the likelihood that emails will be read, rather than discarded.  And greater the lead intelligence, the easier it is for the sales teams to create customized pitches.  Focused lead nurturing campaigns, and tailor-made pitches result in shorter sales cycles and improved sales and marketing productivity.

Conclusion

The numerous capabilities offered by marketing automation solutions enable B2B companies to determine what works and what doesn’t work with in online marketing.  Marketing solutions enable marketing and sales teams to analyze their success, look for best-practices, and based on the intelligence be able to derive a model for managing leads in the future.

By using the marketing automation solution in the right manner, companies can generate revenue faster, thereby making it an extremely powerful tool for any B2B organization.