B2B Marketing Automation Solutions: The Best Solutions to Use in 2024

B2B marketing automation solutions are tools that assist B2B marketers in automating and improving their marketing efforts on different platforms. They aid in creating and fostering leads, tailoring messages, gauging and enhancing performance, and coordinating marketing and sales teams. This post will discuss the advantages of employing B2B marketing automation solutions, the important features to consider, and the recommended options for 2024.

Benefits of Using B2B Marketing Automation Solutions

B2B marketing automation solutions can help you achieve the following benefits:

  • Save time and resources by automating repetitive and manual tasks, such as sending emails, posting on social media, or updating CRM records.
  • Increase conversions and revenue by delivering relevant and timely messages to your prospects and customers, based on their behavior, preferences, and stage in the buyer’s journey.
  • Enhance customer experience and loyalty by providing consistent and personalized communication across multiple touchpoints, and by nurturing long-term relationships with your clients.
  • Gain insights and analytics by tracking and measuring the performance of your marketing campaigns, and by providing actionable data and reports to optimize your strategy and ROI.

b2b marketing automation solutions

Key Features to Look for in B2B Marketing Automation Solutions

When choosing a B2B marketing automation solution, you should look for the following key features:

  • Lead generation and management: The ability to capture and qualify leads from various sources, such as web forms, landing pages, or social media, and to assign them to the appropriate sales reps or campaigns.
  • Cross-channel journeys: The ability to create and execute multichannel marketing campaigns, such as email, SMS, web, mobile, or social, and to orchestrate the best sequence and timing of messages for each lead or account.
  • Segmentation and personalization: The ability to segment your audience based on various criteria, such as demographics, behavior, interests, or industry, and to tailor your messages to their specific needs and preferences.
  • AI scoring and grading: The ability to use artificial intelligence to score and grade your leads and accounts based on their likelihood to convert and their fit to your ideal customer profile, and to prioritize the most promising ones for follow-up.
  • Engagement history and insights: The ability to track and record the interactions and activities of your leads and accounts across all channels and touchpoints, and to provide a comprehensive view of their engagement history and level.
  • Real-time alerts and notifications: The ability to send real-time alerts and notifications to your sales team when a lead or account performs a significant action, such as opening an email, visiting a website, or requesting a demo, and to prompt them to take the next best action.
  • Full-funnel attribution and analytics: The ability to attribute the impact of your marketing efforts to each stage of the funnel, from awareness to revenue, and to measure the effectiveness and ROI of your campaigns, channels, and events.

Adobe Marketo Engage

The Best B2B Marketing Automation Solutions to Use in 2024

Based on our research and analysis, here are the best B2B marketing automation solutions to use in 2024, along with their pros and cons.

Adobe Marketo Engage

Adobe Marketo Engage stands out as a top B2B marketing automation platform. It aids big businesses in boosting income and expanding customer interaction. The platform includes various useful features like generating and managing leads, guiding customers through different channels, segmenting and personalizing experiences, using AI for scoring, keeping track of engagement history, and offering real-time alerts. Additionally, it provides full-funnel attribution and analytics. Notably, it seamlessly works with Adobe Experience Cloud and integrates with other tools like Salesforce, Microsoft, and Google.

Pros:

  • Powerful and scalable platform for enterprise-level marketing automation
  • Rich and flexible features for creating and managing complex and personalized campaigns
  • Advanced and AI-powered analytics and attribution for measuring and optimizing performance
  • Seamless and native integration with Adobe Experience Cloud and other popular tools

Cons:

  • High learning curve and technical expertise required to use the platform
  • Expensive and customized pricing based on the number of contacts and features
  • Limited customer support and documentation
HubSpot CRM

HubSpot CRM is a well-liked B2B marketing automation tool for small and medium-sized businesses. It makes inbound marketing easier by automating tasks. It has features like lead generation, cross-channel journeys, and AI scoring. Also, it works with other HubSpot products and third-party tools like Gmail and Outlook.

Pros:

  • Easy and intuitive platform for automating and growing inbound marketing
  • Comprehensive and versatile features for creating and managing effective and personalized campaigns
  • Free and affordable pricing plans for different business needs and budgets
  • Excellent customer support and documentation

Cons:

  • Limited scalability and customization for enterprise-level marketing automation
  • Some features require additional paid add-ons or integrations
  • Some users report issues with data syncing and reporting accuracy
ActiveCampaign

ActiveCampaign is a strong and budget-friendly platform for B2B marketing automation. It aids businesses in automating and improving their marketing campaigns on various channels. It comes with features like lead generation, cross-channel journeys, segmentation, AI scoring, and more. Additionally, it integrates with over 300 tools like Shopify and WordPress.

Pros:

  • Robust and cost-effective platform for automating and optimizing marketing campaigns
  • Flexible and customizable features for creating and managing diverse and personalized campaigns
  • Extensive and easy-to-use integrations with various tools and platforms
  • Responsive and helpful customer support and documentation

Cons:

  • Steep learning curve and technical expertise required to use the platform
  • Some features are limited or unavailable in lower-tier plans
  • Some users report issues with email deliverability and spam filtering

Conclusion

B2B marketing automation tools are crucial for B2B marketers aiming to automate and improve marketing campaigns on various channels. They save time and resources, boost conversions and revenue, improve customer experience, and provide valuable insights. But, it’s important to pick a solution that aligns with your business goals, budget, and preferences, as not all of them are the same.

If you need help with choosing and implementing the best B2B marketing automation solution for your business, you can contact us at OnextDigital. We are a digital marketing agency that specializes in CRM and marketing automation implementation services. We can help you set up, configure, and optimize your B2B marketing automation solution, and provide ongoing support and training. Contact us today for a free consultation and quote.