Capabilities of B2B Marketing Automation Platforms
According to a MarTech Today research report investigating B2B Marketing Automation Platforms, 52% of B2B marketers said that a lack of an effective strategy was the largest obstacle to their use of B2B Marketing Automation. The problem is clear, but the solution is not as obvious. This lack of strategy may be partly due to not fully understanding the capabilities of a marketing automation platform.
What Does a B2B Marketing Automation System Do?
Each automated internet marketing platform has its own capabilities, but most of them have a basic set of similar features. Five capabilities often misunderstood by businesses include:
Website visitor tracking.
Centralized marketing databases.
Native CRM integration.
APIs or app marketplace for plug-and-play access.
Website visitor tracking
Website visitor tracking is the process of identifying website activity that is helpful to sales and marketing teams, whereby the company can position itself to generate more leads and higher sales.
Website visitor tracking tracks customer interactions across touchpoints and includes tracking of keywords, page views, visitor flow, demographics, firmographics, and behavioral data of known and unknown visitors.
Lead management includes the complete process of acquiring, tracking, and managing leads from the moment the lead is generated to its conversion. Data generated during the process is used to measure the success and efficiency of campaigns, in addition to a company’s marketing team and sales team.
An automated lead management platform includes:
Automatically acquiring and capturing leads.
Evaluating and qualifying leads.
Handing off leads to the sales team.
Centralized marketing databases
For seamless work between different teams and departments, a centralized database makes it easier for everyone to immediately access information. Centralized databases can be accessed by employees who need the information, without taking the time to communicate with another person.