Targeted B2B marketing with marketing automation

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The primary goal of any company should be to increase profits through growth. Digitization has simplified a lot of things in this area: Gone are the days when salespeople had to call off lists of potential customers by the dozen. Nowadays, they rely on Inbound Marketing. The aim is for interested parties to become aware of the company themselves and establish contact. In order to achieve this goal, companies offer their target group relevant content with the intention that the clientele provides their contact details and can finally be served individually. 

EBook - Read now: HubSpot, Salesforce or SALESmanago - 7 Marketing Automation Tools in Comparison - Download

What is B2B marketing with marketing automation? 

Many elements of a B2B marketing strategy today can performed automated become. A wide variety of software applications allow lead generation and management plans to be efficiently implemented and meaningfully combined with personal sales and marketing activities. With automation tools, companies collect certain data from their site visitors, which they can then analyze further. Subsequently, the Marketing measures optimized and content increasingly tailored to their target group.  
Relevant metrics that can be collected with the right marketing tools include clicks or views. They allow a deeper understanding of customer requirements.  

Automated B2B marketing enables the planning and implementation of targeted campaigns.   

A Marketing Automation Tool generates, for example, personalized cover letters that are sent to interested parties fully automatically. Content can be compiled according to the interest of the recipients. Especially companies that have to manage a very high number of contacts appreciate such a feature. 

What are the benefits of B2B marketing with marketing automation? 

Before customers make a purchase decision, they inform themselves comprehensively about the products and services. They make comparisons, for example with regard to the features and prices of different providers. Even at this early stage, companies can provide their customers with interesting content get people excited about their offerings. This content can be presented as whitepapers, checklists, blogs or infographics, for example. The important thing is that the target group sees this content as valuable added value and is willing to leave contact details in a form.

Combining B2B marketing with marketing automation can automate and optimize various work processes.
Combining B2B marketing with marketing automation can automate and optimize various work processes. (Image:

In the following, companies can use these gained Leads with specific content to help them make the buying decision. Thanks to B2B marketing with marketing automation, these processes are fully automated. Your goal is to turn as many leads as possible into customers. It's important never to give your prospects the feeling that they're being bombarded with advertising. Instead, you offer them valuable information, informative content which you skillfully and discreetly enrich with marketing measures. This leads to more traffic on your sitemore leads and, last but not least, more sales. 
The advantages of B2B marketing with marketing automation are: 

  • Efficient customer management, 
  • Effective Marketing Measures, 
  • Time saving, 
  • Personalized customer targeting and mail content, 
  • Centralized data management and access for each department, 
  • Smart Data Analytics, 
  • Measurable results thanks to tracking, 
  • More reach, conversion and lead generation, 
  • Full automation. 

Where can marketing automation be used in B2B marketing? 

Small and medium-sized enterprises use marketing automation especially for the Email marketing, for landing pages, to improve conversion rates, and to retarget their target audience. In fact, these are just a few of the many possible uses of marketing automation tools. 

New customer acquisition 

In the area of new customer acquisition, B2B marketing with marketing automation can generate leads and relevant content through Lead Nurturing Campaigns play out. You can generate lead profiles and analyze the behavioral data of the target group. Through Lead scoring the lead maturity can be evaluated. Based on the lead history, it is possible to create tailored offers. 

Cross- and upselling 

Marketing automation also helps companies create onboarding or welcome campaigns. Existing customers can be addressed individually and receive maintenance appointments, upgrade discounts, etc. Additional products or better services can be advertised automatically.

With marketing automation, you can better respond to customer needs in an automated way.
With marketing automation, you can better address customer needs in an automated way. (Image:

Less active customers continue to be served content without having to spend sales resources on it. Finally, marketing automation data can and should be utilized for sales work. 

Animation and reactivation of existing customers 

Marketing automation helps B2B marketing departments identify inactive customers and develop new customer groups. This way, follow-ups happen automatically. Data and profile updates between CRM and Marketing Automation can also be automated, ensuring that the customer relationship is maintained at every stage. holistic view will. Such sustainable customer experience management strengthens the loyalty of the clientele

Digital event support 

Free events are an attractive way to draw prospective customers' attention to a company. The goal is to inspire them during the event and keep them engaged afterwards. To do this, announcements, reminders and event follow-ups can be sent automatically by mail. Participants can be converted via lead pages. Online event tools integrated into marketing automation can seamlessly transfer participants to other campaigns. 

How do you find the right marketing automation tool for your business? 

The following questions will help you make the right decision: 

  • What is your company's software strategy and what do your current vendors support? 
  • What points are important to your company in terms of data protection? 
  • How can the software be integrated into your existing IT landscape (especially the applications that support sales, service or marketing)? 
  • What are the costs for the marketing automation tool? 
  • Can the tool be scaled for future growth? 
  • How user-friendly is the software? 
  • Does the software cover all the applications I need? 
  • How comprehensive is the care provided by the provider? 


Developing new customer groups and increasing sales are very often done digitally these days. Targeted B2B marketing with marketing automation supports companies in this, automated address potential and existing customers. Customer data can be collected and analyzed as part of inbound marketing. Communication with the clientele can be individualized can be. This way, each person can be provided with the content and news that is most relevant to them at the time. This helps with lead generation, increases conversion rates and boosts sales. 

EBook - Read now: HubSpot, Salesforce or SALESmanago - 7 Marketing Automation Tools in Comparison - Download

Would you like to measurably increase your sales through B2B marketing with marketing automation? We would be happy to support you with our expertise. Contact us now for an initial and non-binding consultation! 


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