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How to Fuel Your B2B Online Advertising with Marketing Automation: Part 3

Don’t Stop Now: Get More Out of All Your Online Advertising Work

Christina Sapienza, Online Marketing Manager at salesforce.com, shares her experiences using marketing automation to fuel online advertising campaigns in her final post of this this three-part series.

We talked about setting the foundation of your online advertising + marketing automation strategy in Part I of this blog series, and we dove even deeper into untapped opportunities in Part II. This next post will have you always looking forward at how you can make the most of that work, beyond the disciplines within the digital marketing world.

Give Sales a Helping Hand

As you can probably tell from the other two blog posts in this series, the team at Pardot practices what we preach, and we’re very proud to be able to leverage the Salesforce marketing tools. As a Salesforce company, we are always focused on how we can balance giving customers what they need and enabling our sales army to close deals faster from marketing-generated leads. Marketers should consistently be coordinating with their sales teams in order to maximize marketing dollars for revenue.

One example of how you can utilize marketing automation data in online efforts is to work closely with sales to understand their top accounts and build lead maturation campaigns around display advertising. Identify with sales management which industries or audience segments they’re trying to penetrate, and work that into your overall strategy. On the other hand, you can also take the learnings from online advertising and insights from marketing automation to provide sales with key messages and highly active companies to focus their attention on. It’s also important to not ignore appropriate lead routing to ensure your marketing leads are getting to sales at the right time and after proper nurturing.

Put Stale Leads to Good Use

It’s always sad when you put a good amount of your team’s effort into a campaign and some of those leads go cold. Not all is lost! You can use lead nurturing to move dead or cold leads down the conversion funnel without wasting your sales reps’ time. By building out lists from your marketing automation tool, you can use well-thought out online planning to target these leads and companies that are slow to take high-value actions.  For example, you can utilize Account Base Marketing to revive old leads with highly targeted and personalized display advertising.

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Online Advertising Should Share the Love

But it’s not all a one-way street! Online advertising activity will also provide valuable insights to help inform your marketing automation scoring and grading.

The more you do, the more you will get a better understanding of your audience segments and what works for each. In order to benefit from this back-and-forth data sharing, you’ll want to go back to what we discussed in Part I of this blog series and ensure online channels are synced up with your marketing automation tool. The same goes for your CRM data, in that if you use a tool like Salesforce CRM, you can better inform the scoring and grading of your leads. Take these recommended actions to get a more holistic view across marketing, and you will improve the quality of your lead generation programs!

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The more you do, the more you will get a better understanding of your audience segments and what works for each. In order to benefit from this back and forth data sharing, you’ll want to go back to what we discussed in Part I of this blog series and ensure online channels are synced up with your marketing automation tool. The same goes for your CRM data, in that if you use a tool like Salesforce CRM, you can better inform the scoring and grading of your leads. Take these recommended actions to get a more holistic view across marketing, and you will improve the quality of your lead generation programs!

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