This is beneficial as it means that you have time to focus on other important tasks, there is less chance for human error and software is able to delve deeper and cover a larger scope than us humans.Originally the main focus was on email marketing but since then there has been a rise in social media marketing, meaning more factors to consider when looking at what software is best for you.We all know the importance of getting a solid B2B marketing strategy in place and to do that requires an equally solid marketing automation platform.
Bigger client pools also mean different subcategories of clients with perhaps different needs, so it is worth thinking about using a mix of a couple of different marketing automation software.
The whole point of marketing is so your company will be seen, on social networks, in Google searches etc; so when looking at software you might want to look for software that may specialise in social media management or search marketing, that can run that alongside another general package to give you more coverage and presence.
Things to consider when making your choice: You need to think about whether you want more focus to be on inbound marketing or outbound marketing.
Inbound marketing focuses more on getting customers coming to you after seeing you on social networks and finding you through searches.
If you have a small business then you ideally want something that is easy to use and easy to manage.
If you are a larger business with a wider client pool you might need software that can delve a bit deeper and handle a larger amount of data.
Outbound marketing looks at going to the customer through email, telemarketing and advertising campaigns.
Learn more about inbound marketing with this great article - What Is 'Inbound Marketing', What Does It Mean, And Why Should I Care?
B2B marketing automation software refers to a programme businesses can use to help them automate some of their workflow, to complete tasks to a higher ability.
For example, automation tools can be used to set up emails, to gather customer data, to notify sales teams about customer’s habits, to monitor and run campaigns and search out key leads.
The main aim after sorting out coverage and presence is to find and keep hold of leads.