When it comes to marketing, B2B faces unique challenges. Which methods should be used to increase the number of customers? How to create long-term relationships with customers? What budget and number of people will be needed for this? One of the solutions for all these problems is the automation of marketing and its processes.
2016 State of Marketing Report from Great Britain surveyed over 400 B2B marketing leaders and identified the top challenges they faced in their marketing strategy. The five were:
The article was revised and updated in May 2026.
- budget,
- conversion quality,
- keeping pace with customers,
- further development of the activity,
- customer acquisition.
Let's take a look at how marketing automation helps in individual areas.
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Budget
If you start to sweat just thinking about your budget, believe that you are not alone. 25% of the surveyed B2B wholesalers identified their budget as the No. 1 challenge when shaping their marketing strategy. But the good news is that you can do more with less by automating your marketing process. You will need 1-2 smart people who can monitor, target, keep campaigns organized and, with the help of data evaluation, you can determine the ROI of all activities in your strategy.
Conversion quality
When it comes to conversions, it's quality over quantity that matters. Converting a lot of conversions into sales isn't very useful if most of them are useless. But how do marketers identify the best leads before they even send them to sales?
The answer is a system that evaluates and grades. Marketers can rate activities such as clicking a link in an email, adding a product to the cart, or downloading your case study.
A score is added to each conversion, with a grade determined by how closely the conversion matches the ideal customer profile.
In this way, the best leads will go to sales first, and the gap between sales and marketing will then be closed.
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Keeping pace with customers
Technology has changed the way we interact with companies, and it's no wonder so many marketers see it as a critical factor for their business. Automating an aspect of your marketing can help overcome this hurdle, especially when you have longer sales cycles or a business model that requires maintaining longer-term contact with customers and business partners.
Using marketing automation such as remarketing, you can add prospective customers to a list where they automatically receive information about products or offers. It allows you to keep prospects informed throughout the long sales cycle and reassure them that your business cares about them.
You can also personalize your interactions by separating them into lists based on their interests. If, for example, someone visits information about a certain product, you can automatically send them an email that focuses on selling that product.
Further development of the activity
Further development is critical to growth, but finding a potential area of growth requires marketers to analyze your marketing data. If you follow users coming to the website and build a complete picture of who they are and why they come to your website through advertising or landing pages, you will better understand what sector of the market you are appealing to.
29% of the surveyed B2B wholesalers answered that sales growth is the top indicator of success for them, and 23% placed customer satisfaction among the top 3 indicators.
The measurement capabilities of marketing automation are also extended to measure the success of your campaigns. With features like A/B testing, you can be sure which campaigns, CTAs, element layouts, and headlines have the most impact on your customers. With this insight, you'll also know that your budget is being spent on the campaigns that bring you the most revenue.
Customer acquisition
It is no surprise that the acquisition was placed in the top 5. Expanding the number of your customers or the number of e-mails in the database is not an easy task, but the automation of the marketing process can help.
Creating personalized activities makes your content more relevant to customers. How much? 60% of surveyed B2B companies said they would like to increase their personalization budget.
With dynamic content through the use of big data, marketers can choose which type of content to display to prospective customers with different interests. If the customer is e.g. buys a certain product, you can show him a recommended product during the purchase, or hang it on the main page when he visits again so that he sees it immediately after the visit.
As many as 74% of B2B companies surveyed claimed that dynamic content helps them create a better path for a customer to convert.
Conclusion
Marketing automation eliminates manual time and effort that should be devoted to other activities. Thanks to this, you will get free resources for creating campaigns that will increase the profit and success of your brand. If you are interested in automating your marketing, you can use our system Sellio.
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source:
https://www.salesforce.com/uk/blog/2016/06/top-5-benefits-of-marketing-automation-for-b2b.html
