As B2B marketers evolve to working in an entirely digital space, the need for innovative, reliable marketing technology to support their business strategy has never been clearer.
Technology should no longer be viewed as an added bonus when it comes to your business. In the current climate, B2B organisations are adapting to an entirely online approach. With no face-to-face meetings or events and their teams working remotely, software plays a crucial part in securing the best marketing results.
With so many technologies available – and so many channels, strategies and teams it can be used to support – there’s no excuse to dismiss the importance of investing in the right software. Let’s explore the growing demand for high-quality software solutions, the key benefits it presents and how to use it to maximise your potential.
An introduction to B2B marketing software
According to social media today, 75% of marketers say they currently use at least one type of marketing automation tool. And Walker Sands found that 88% of marketers use more than one martech tool on a regular basis. So, if you want to stand out in a crowded market and keep up with your competitors, designing the ultimate martech stack to support your strategy is vital.
But which areas of your business need a boost? And, what could you do better if you had the right tools and resources in place?
While you and your teams adapt to working from home, future-proofing your business is essential. And technology is the best way to help you stay ahead. Remember, the industry evolves quickly. In fact, more than half of marketers think that the martech industry is evolving faster than their business’s use of marketing tech.
Eight key benefits of B2B marketing technology
So, how can the right tech help your business in a remote working environment?
1. Gain high-quality insight
Getting to know your audience is highly valuable – especially in the absence of meetings and events. Plus, your potential buyers expect high-quality, personalised approaches, like the ones they get from consumer brands. With the right B2B marketing tools in place, you can track user behaviour, acquire data and gain necessary insight.
Further reading: How to make content perfect for your ideal audience
2. Automate, speed up or eliminate processes
Increase productivity, maximise your resources, boost motivation and optimise the time you have. With automation, B2B teams can reduce the time spent on menial and repetitive tasks and, instead, focus on more impactful tasks, campaigns and opportunities.
Further reading: Marketing automation software to revolutionize your business
3. Reduce human error
Through the power of high-quality, intelligent software, the chances of human error are reduced. Whether through effective lead and data management or content automation, technology supports processes that may be impacted if an error is made by a team member.
Further reading: Eight ways to manage your sales pipeline
4. Improve customer experience and personalisation
Speed up your response time, open up simple and intuitive communication channels, embrace chatbots and artificial intelligence to help your customers get the answers they need – and ensure that every step of your customer’s journey is seamless. Remember, the shift to an entirely digital strategy means higher expectations when it comes to customer experience.
Further reading: Take a walk in your clients’ shoes – Creating a B2B Customer Experience strategy
5. Align multiple teams
Give your teams the tools they need to work ‘together apart’ and achieve common business goals. Don’t dismiss the importance of this – according to HubSpot, ‘tightly aligned’ organisations achieve a 24% faster three-year revenue growth and 27% faster three-year profit growth.
Further reading: Smarketing: how to align your sales and marketing teams
6. Measure and track results
In most cases, digital marketing technology brings with it analytics, tracking capabilities, and advanced tools for monitoring and measuring your results. Make data-fuelled decisions, optimise your approach and maximise your ROI at every opportunity, especially if your business is upping the ante on outbound marketing. Make every marketing message count.
Further reading: Lead generation metrics: measurements for success
7. Increase scalability and sustainability
Software presents your business with the opportunity to maintain what you’re currently doing, as well as grow and expand. This helps create consistency, and enables you to increase your opportunities and move forward – even if your resources are limited.
Further reading: 11 Benefits of Lead Forensics’ IP Tracking Software
8. Offer personalisation
With enhanced data, customer and audience insight, and automation technology, you’ll be able to offer highly-personalised, bespoke experiences to your customers. This boosts relevance and increases the likelihood of engagement and conversion.
Further reading: Why personalisation is key to success in account based marketing
How to get the most from B2B software
To get the most out of the software you opt to use, it’s crucial to include it in your business strategy from the outset. This way, you can check your budget, and assess whether or not you have the resources in place to fully understand, manage and properly utilise the tool.
Set clear objectives, and ensure the tech you implement is making your life easier, not more difficult. Select tools that integrate with each other seamlessly, provide a simple and intuitive user experience, and have an easy and supportive on-boarding process.
Lead Forensics is an innovative reverse IP tracking software that helps transform the lead generation process for B2B organisations. It works by tracking your business website and, by utilising a global leading database of business IP addresses, identifying the business your website visitors are coming from.
Users receive real-time notifications, contact details of key decision-makers and detailed user journeys. This way, they can reach out to the right person, from the right organisation, at exactly the right time. Whether it’s a first-time visitor or a pipeline prospect or an existing customer, users are provided with the insight they need to conduct the ultimate follow-up.
To find out more about Lead Forensics, the power of reverse IP tracking software, and how to secure marketing results in a remote working environment, download the B2B marketing managers’ guide to remote working success.
