Marketing automation refers to strategies, tactics and software that allow businesses and companies to automate repetitive tasks, manage complexities, optimize and measure efforts, processes, and outcomes. These methods allow the company to nurture prospects with personalized valuable content. Such valuable and highly personalized content turns prospective customers into real buyers and end up satisfied.

Marketing automation generates significant sales for B2B companies thus providing significant returns on investments. It focuses on moving inquiries or prospects from the top of the marketing chain, through to leads that are sales-ready at the bottom of the marketing funnel.

Marketing automation provides B2B marketers with a single solution for all their marketing design needs. These include landing page development, emailing, automation and reporting and scoring and lead management. According to Forrest Research, B2B businesses that use marketing automation have realized an increase in the sales pipeline by 10%. The following are basics on how marketing automation and sales systems can help businesses.

Increased Close Rates 

The single most important benefit that B2B businesses realize after adoption marketing automation is an increase in their close rates. Marketing automation helps in removing those activities that would be time consuming when handled by people. Companies use automated processes to in nurturing leads until that time when they perform some specified actions that makes them sales-ready. As a result, a smaller amount of your leads will be turned off too early by the sales contact during the sales process. These come together in increasing the number of leads for your business.

Better Targeting

Marketing automation software allows B2B businesses to customize messages before sending them to leads. This is made possible by the collection of information and activities of the specific leads being targeted. When the leads have received the messages, they will not appear random or spam. Marketing automation also allows the sales team to identify the leads that are generating more points. According to Gardner Research, 63% of companies that have outgrown their direct competitors are using marketing automation.

Harmonized Sales and Marketing

With marketing automation software, the sales teams are connected to the marketing teams. There is smooth exchange of leads from sales to marketing and the other way round. Leads are closely monitored and when they meet certain qualification threshold such as requesting quotes, filling of forms, or downloading certain content, someone in the sales department is automatically assigned that lead.

On the other hand, if the sales team determine that a lead has not met certain qualification threshold, the lead is sent back to the marketing team for further nurturing instead of losing the lead in totality. The marketing team can then identify the leads that were closed after being passed to the sales team and also measure their value in terms of ROI.

Improved Reporting

Marketing automation provides B2B businesses with real time data on how the leads are progressing from the marketing team to the sales team. Such metrics are important for B2B businesses to identify which leads add more value to the company and the marketers who are sleeping on the job. With marketing automation software the business can acquire new data sets to measure and report on.


Marketing automation are great tools that can help B2B businesses impact greatly on the revenue if they are used effectively. If used correctly and with proper understanding and strategies, they can lead to informed marketing decisions and create problems on the marketing funnel.