B2B Marketing
Automation Tools
1
Introduction
Marketing automation is a very effective means subsequently provided with tailored content. That
for attracting the attention of potential customers. way, digital value is created and the timeframe of
By ways of a strong lead management strategy, buying decisions can be significantly reduced.
software platforms are able to automatically
collect, manage and present data. B2B marketing It is highly recommendable to think about your focus
automation allows your company to deliver tailored and to define which requirements the platform
content to potential new customers. That way, should meet, before any marketing automation
those platforms help you in optimizing your lead software is selected. It is not only about technical
and customer management. aspects, but moreover about all the functions
that are generally needed for successfully running
Since buying decisions tend to take a while in B2B, your marketing activities. If you for example place
software-based automation of marketing activities your focus on email marketing, you should check
is tremendously helpful. Provide your leads and whether the chosen software features email re
prospects with high-quality content in order to porting, the inclusion of dynamic content as well
motivate them to engage in a buying decision. as workflows.
Using marketing automation is particularly helpful
if certain tasks are repeating. Are you for example Do you want to find out which marketing auto
sending newsletters on a regular base? After mation tool suits the requirements of your company
having created content, you are able to integrate it best? In the following, we have taken a closer look
into pre-existing templates and subsequently send at some software options and the functions they
it to different target groups. provide.
The advantages of marketing
automation are obvious
The platform collects data of your prospects and
customers and will then display them in a report
as well as in different charts – a detailed reporting
is thus quickly and easily created. A tool like this
will facilitate your lead management. As soon as
leads have been created, they are processed and
2
Which Marketing Automation Tool LEGEND
suits your business best?
supported
unknown
not supported
FUNCTION SOFTWARE
IBM Watson
Adobe Salesforce
Marketing Oracle Eloqua Act-On HubSpot iContactPro Marketo MailChimp Salesfusion Mautic Sharpspring Infusionsoft
Campaign Pardot
(Silverpop)
E-Mail-Marketing
Team-Mails
E-Mal-Reporting
Dynamic content
A/B Test
Smart Content in E-Mails
Marketing automation (workflows)
Social Media
Landing Pages
Drag & Drop
Site Personalization
Lead Management
Forms
Activity history of contacts
Contact management
Ad management
Contact info & company details
Conversation inbox
Live Chat
Dialog-based bots
Reports dashboard
List of contacts/segments
Optimization for mobile devices
Phone and email support
Blog- & Content-Tools
Tools for SEO & content strategy
Call-to-Action
Standard SSI certificate
Availability of subdomains
Machine Learning
AI (artificial intelligence)
SMS/Push
In-app notification
Remote access
ABM
CRM integration
API
App marketplace
Ads
All information is supplied without guarantee.
3
Summary
Ever since realizing how marketing automation Mautic offers a variety of functions as well and is
increases the return on investment (ROI) tremen a popular open source and on-premise solution.
dously, many companies count on these platforms. The advantage of a software that is implemented
In order to find the right tool for your specific on your own servers is that data can be managed
requirements and goals, it is important to evaluate locally and doesn’t need to be transferred to a
a few framework conditions: Which specific goals cloud. For companies in the financial sector, this is
need to be reached with the help of marketing particularly attractive. Due to an unlimited number
automation? Which functions are important in of recipients, Mautic is the perfect mailing tool for
order to succeed? In general, there is a selection of companies who want to reach a high number of
elaborate enterprise solutions as well as software customers. Be it for monitoring, lead management
options for companies, who want to be ready for or social media management – Mautic is the
any possibility and thus require a broad array of perfect choice for easily manageable campaigns
functions. and the implementation of forms.
With the help of marketing automation, companies As can be seen in the overview, Oracle Eloqua is
of any size are able to save resources and deliver particularly suitable for B2B companies, who are
relevant content. As the overview shows, HubSpot looking for an efficient software solution that can
offers a vast variety of functions and is consequently be implemented on an international level. The tool
recommendable for companies, who would like to is particularly suitable for customer acquisition
work with many different functions. Companies and customer service as well as for linking sales
who focus on automated lead management and and marketing activities. Thanks to the user-
email marketing will find HubSpot to be a solid and friendly interface, you can easily create effective
helpful solution. With the help of this allrounder, campaigns, which you are able to assess with
different marketing and content strategies can be a variety of analysis tools. A unique advantage
implemented, and efficient customer acquisition is moreover the benchmarking. It allows you to
can be carried out. Mailings, blog posts, social compare your offer with those of other leading
media strategies – depending on your individual companies which in turn lets you optimize your
focus, campaigns can be triggered and analyzed campaigns accordingly.
across all channels.
4
OUR SERVICE
W4 is happy to offer assistance as a strategic advisor
as well as with the step-by-step implementation
of marketing automation. We gladly advise you
regarding the choice of the perfect software and
support you with the development of a powerful
strategy and the creation of automated marketing
campaigns. Please do not hesitate to contact us!
Jörg WENZEL
+41 (0)58 680 50 05
jwenzel@w-4.ch
Imprint
Switzerland Germany
Idastrasse 14, CH-8003 Zurich Königsbrücker Strasse 70, DE-01099 Dresden
zuerich@w-4.ch dresden@w-4.ch
Stadtturmstrasse 19, CH-5400 Baden Ringstr. 19B, DE-69115 Heidelberg
baden@w-4.ch heidelberg@w-4.ch
China Slovakia
Room 1305, Floor 13, No.6, Wuliqiao Hviezdoslavovo námestie 17, SK-81102 Bratislava
No.2 Street, Chaoyang District, CN-Beijing bratislava@w-4.ch
beijing@w-4.ch
135 Yanping Road Jing‘an District,
CN-200042 Shanghai Owner: Jörg Wenzel
shanghai@w-4.ch info@w-4.com, www.w-4.com
