In the B2B sector, many companies can benefit from marketing automation - throughout the entire lead management process. Right from the start, marketing automation helps to distinguish unqualified contacts from qualified ones and later, during lead nurturing, to nurture only those where the effort is really worthwhile.
In the context of lead scoring, B2B Marketing Automation supports your team in evaluating contacts - if they turn out to be unqualified and therefore irrelevant due to continuous inactivity, they are immediately dropped from the grid.
B2B Marketing Automation also frees up resources for marketing staff, who can use the free time they gain to focus on the leads that are actually relevant and develop targeted marketing campaigns.
However, as mentioned earlier, it is at least as important to make sure that you choose the right software for your business. Not every platform is suitable for every B2B business. Employees must also be familiar with sales pipelines in order to achieve maximum efficiency for your sales.