Top 4 Benefits of Using Marketing Automation for Content Marketing

Today, prospects can easily find information they want from online sources, thanks to the ardent efforts of content marketing teams of B2B companies. The single purpose of content marketing is to convert a casual website visitor or a prospective buyer into a customer, by sharing relevant content. And, marketing automation tools makes this process of conversion effortless for B2B companies.

Marketing automation tools when used in tandem with content marketing techniques can create the desired effect in B2B lead generation and sales. Here are some of the benefits listed below.

1. Generating Lead Traffic
Content such as articles, press releases and advertisements are usually used to drive traffic to the company website. Content posted in other sites helps to spread word about the company’s products and get attention (through keyword links) to the corporate website. Marketing automation can be leveraged to track prospects arriving from such sources.

2. Lead Tracking
Form-fill has always been the traditional way of tracking leads. But today, with marketing automation tools marketers can capture website activity of website visitors. Apart from this, lead capture can be done for webinar views, downloading demo videos, viewing slides, click-throughs registered from URLs shared in email, registration of an offline event and subscription of newsletters.

3. Lead Scoring
Lead scoring is the greatest benefit offered by marketing automation solutions. By scoring website actions performed by prospects marketers can assess their purchase readiness and, a suitable sales team or manager can be assigned to them as well.  Mostly prospects are scored based on the lead profiles set by the marketer. For example: If an electronic B2B equipment maker wants to target only those website visitors who have clicked through the URL shared in the email sent and specifically those visiting from North America, then the lead scoring model is setup in such a way that these leads are only filtered. Also, prospects will be automatically allotted to designated lead nurturing teams.

4. Lead Nurturing
In B2B marketing, it is very important to nurture leads as they move from one stage to another. It is during this stage that marketers need to build trust and gain credibility so that prospects are able to trust and believe what the marketer says. During this stage, content marketing involves emails, blogs, articles, eBooks, whitepapers, customer success stories, case studies, etc. Marketing automation, at this stage, is used to map the content required for nurturing leads so that marketers can choose the right content to share.

With a robust marketing automation system supporting content based B2B lead nurturing and lead generation activities, marketers can expect faster lead conversion.

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