My grandfather used to hate television. The only technological improvement that suited his preferences was radio.
However, times change and people change. Now he can’t imagine his life without searching the guitar chords for countless songs on his iPad so he can play them.
Likewise, many B2B companies refuse to implement new trends to their marketing strategy, until the bottom drops out and they have to catch up fast. Before they start to think what they missed, there are some misconceptions that they have to overcome.
Why Marketing Automation Is Crucial in B2B Businesses
B2B customers are harder to reach, and marketing automation combined with personalisation can get the right information to the right lead. The fastest way to communicate is via the good old email marketing.
A cleverly crafted email looks professional enough to stand out and deliver the message. Also, personalised emails are 26% more likely to be opened.
Sadly, there are a few myths regarding marketing automation that can stop you from using it in your B2B journey. So let’s debunk them.
- Marketing Automation Will Solve All Problems
If you think installing a software that publishes posts or sends emails instantly will solve your marketing problems, you cannot be further from the truth. When everyone says it will benefit your business, you first have to understand why and how. Like my grandfather learns new features of his iPad every day, it’s important to get to know the automation program better.
Instant solutions are only a promise, so dig deep into your sales funnel and decide where you need to introduce automation. It’s only a fraction of your advertising odyssey, but a significant one, nonetheless.
Furthermore, you have to learn from your competitors. Numerous companies learn from their mistakes, but spending some time studying how competitors do it, where and why their plans fell short can tell you where to spend more energy in your B2B strategy.
- It’s Just Another Term for Email Marketing
Email Marketing is a small part of marketing automation. For example, one of your prospects saw a scheduled post on your Facebook page and decided to make contact. Their wish to communicate came from social media, not email.
Regardless of what we just said, once you have their email address, you can turn the automation in your advantage.
Another example is a clever automatic pop-up post for targeted groups when they read the blogs on your site. After they’ve finished, you can offer them to read another similar article.
- Marketing Automation = Spam
According to Computer Hope, spam is an e-mail sent to thousands and sometimes millions of people without prior approval, promoting a particular product, service, or a scam to get other people’s money.
To put it differently, spam is every irrelevant email in your inbox. Marketing automation can be spam if you fail to figure out how to use it properly. To send relevant and spamless emails to your audience, you have to add the human factor into the strategy.
- I’ll Lose the Human Factor in the Equation
For many, automation is another word for eliminating the human factor. Still, humanness is essential for marketing automation to be effective.
Especially when you remember that personalisation is specific to humans. Most notably creating and recognising emotions, which can fasten the sales funnel path.
You’ll probably free up the time needed for posting and sending out emails, but you’ll use that time to get closer to our prospects.
An effective marketing tool can, in fact, be humour. Humour creates a stronger connection between the future customer and the brand, it grabs the attention and makes your brand more human.
- My B2B Company Is Too Small for Automation
Exactly the opposite: Small B2B companies have more advantages from automation in the long run. When you have a small team, time management seems awfully hard and leaves you with a person (or two, at best) to run the advertising strategy.
Simplifying the process of sending personalised messages to targeted audience decreases the need for more people. What’s more, those messages could trigger enormous interest over a longer period.
So, if you still perceive your company as too small for automation software, think again.
B2B businesses struggle to recognize the importance of marketing automation. Even huge B2B companies have misconceptions about what it could look like to implement an automated strategy.
It won’t instantly solve your problems, it’s not all about email, it isn’t spam if you don’t want it to be, and your company is always big enough to benefit from it.
After all, if my 84-year-old grandpa learned how to use an iPad, everything’s possible.