Marketing automation solutions can help you reach your audience in a more efficient manner. After all, marketing automation allows you to better understand the behaviour of your audience, as it enables you to see who opens your emails, who purchases what and in what quantities, as well as who keeps returning to your site over and over again. All of these behaviours can give indication of what stage the prospects are in the buyer journey.
Additionally, marketing automation software can make your sales funnel more visible, allowing you to determine what type of content will best benefit the prospect at each stage of the funnel, helping them move through the funnel to the purchase stage. Providing the right information at the right time can also help shorten the sales cycle, which especially in the B2B setting can be long.
Besides this, marketing automation can help you improve your overall customer experience as it allows you to become more responsive with your communications. In a B2B context where multiple decision-makers are usually involved (such as IT, sales, marketing and finance), marketing automation can help you to target each of them with content specific to their role in the business. In other words, marketing automation can help you create the illusion of one-to-one communication, while simultaneously responding to the behaviour of hundreds and hundreds of prospects in different companies.