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For most B2B business owners, keeping track of content marketing, social media, SEO, email outreach, customer relationships, and other marketing and sales department activities can be challenging. In the modern context, generating high-impact results for your business becomes tough because B2B buyers can easily tune out irrelevant information and work with your competitors. Their attention spans are increasingly becoming shorter, meaning that companies must enact viable solutions to keep them ahead of the competition. One of the leading approaches to solving these pain points is B2B marketing automation. The process enhances efficiency and effectiveness by enabling business owners to streamline all marketing activities and move leads through the sales funnel.

This easy-to-use guide shares marketing automation tactics that can help small business owners generate high-impact results for their businesses.

Introduction to B2B Marketing Automation

B2B marketing automation refers to the process of leveraging software to streamline and automate marketing processes and entails outsourcing repetitive sales and marketing tasks to technology.

B2B marketing automation targets activities such as lead generation, email marketing, campaign management, and customer segmentation.

Therefore, investing in B2B marketing automation software like GreenRope for your sales and marketing efforts enables your organization to optimize brand presence across all your marketing departments. This allows your sales and marketing teams to focus on activities that will most likely lead to conversion.

The major benefits of B2B marketing automation include:

  • Improved efficiency and output: When you automate your small business's most repetitive tasks, you have more time to focus on high-value activities. For example, instead of manually collecting customer data, you can use technology, which increases efficiency and enables you to increase productivity.
  • Enhanced lead generation and conversion: A company that invests in B2B marketing software becomes better placed to gather leads and convert them into paying customers. Due to the automation, you can undertake multiple workflow activities simultaneously.
  • Improved targeting and personalization: Since B2B marketing software can collect customer data, your organization becomes better positioned to segment clients based on their needs and preferences. Your sales and marketing teams can also use this data to personalize marketing processes to suit specific audience segments.
  • Enhanced return on investment (ROI): With B2B marketing automation software, you can easily reduce the number of manual errors and improve output because most of the sales and marketing processes have been automated.
  • Improved customer engagement: Automation will also enable your business to build positive relationships with your clientele. This becomes possible when you send personalized email messages, use customized landing pages, and engage with customers on social media and through your content.

B2B Marketing Automation Strategies

For business owners who wish to leverage B2B automation for their businesses, knowing where and how to start can be a problem. The strategies you use depend on several factors, such as the industry you operate in, the size of your business, and your marketing objectives.

In this section, we cover the most effective B2B Marketing automation strategies.

Email Marketing 

As a business owner, you can use B2B email automation by activating automated messages to your clientele once email subscriber activity is detected. These emails focus on promoting your products and services to other businesses, as opposed to sending them to individual customers for consumer purposes.

Some examples of B2B email automation processes include welcome series, sales follow-ups, thought leadership series, product launches, subscription renewal, re-engagement, and thank you emails.

LinkedIn Ads 

Automated LinkedIn messaging is another way that you can reach your customers. The organization reports that approximately 57 million companies are on LinkedIn, which makes it one of the most effective social media platforms for B2B engagement.

You can create and automate LinkedIn Ads campaigns such as Sponsored Messages, Sponsored Content, Lead Generation Forms, and Text and Dynamic Ads.

Customer Journey Mapping

A customer journey mapping (CJM) activity outlines a typical B2B customer journey and the various stages involved. The map also indicates the touchpoints where clients are most likely to interact with your business.

In essence, B2B journey mapping should integrate diagrammatical representations of the customer journey, the interactions that a client will most likely make with your brand, the customer pain points, and opportunities for lead nurturing.

Rather than use manual approaches that can take weeks to complete, you can use B2B marketing automation to streamline and quicken the CJM process.

Sales Opportunities

Business owners can also scale their productivity through B2B sales funnel automation. This involves automating tasks at different parts of the funnel by leveraging AI sequences that share content that resonates with your prospects' levels of awareness.


Automating internal processes is another possibility.

As we have already noted, by leveraging process automation, you can enhance your organization's productivity and responsiveness. Complimenting this approach by automating B2B workflow systems will enable the seamless completion of business processes among your business's trading partners and allow you to monitor process execution.

How to Measure B2B Marketing Strategies

Now, let us consider the different metrics you can use to measure the effectiveness of your B2B marketing approaches.


You can measure conversions by looking at the conversion rate. The conversion rate considers how many businesses became paying customers compared to the number of people who saw your adverts or those that you directly contacted.

Note: The conversion rate is realized by measuring the total number of conversions as a percentage of the total number of leads.

Your business can create the best overall conversion rate possible by looking at how conversions happen at each sales funnel stage. You can then compare these metrics by considering how each affects your business's ROI.

Open/Read/Click Rates

It is also essential to monitor your open, read, and click rates. 

One of the best approaches is considering the click-to-open rate (CTOR) and the average open rate.

The CTOR measures the percentage of businesses who opened and clicked a link within the email that you sent them. As a business owner, you should aim for a CTOR that falls between 10 and 15 percent.

On the other hand, the average open rate measures the percentage of business owners (or executives) who opened your email against the number of emails you sent out. This enables you to understand customer preferences and gives you opportunities to evaluate the effectiveness of your customer journey mapping (CJM) strategy.

What to Look For in a Marketing Automation Solution

So, what features should you look for in B2B marketing automation software?

We break down the most important considerations.


The B2B marketing automation software you chose should integrate data from your organization's various management tools. For example, go for software that can combine customer relation management (CRM), human resource management (HRM), webinar connector, paid advertising, social media, communication, and URL shortener resources to enhance your company's overall abilities and capabilities.

Customer Journey Mapping

It is also essential to find a solution that can visualize a typical B2B customer journey, the various stages, and the touchpoints where clients are most likely to interact with your business.

Custom Opportunity Funnels

B2B marketing automation tools that can depict the movement of conversion opportunities within the sales funnel are also important.

Such software will help your business measure conversions ratios such as the click-to-open rate (CTOR) and the average open rate, enabling you to attain the won opportunity status.

Where to Start With Your B2B Marketing Automation Strategy

For your business to realize the full potential of your B2B marketing automation strategy, you must follow the following steps:

  1. Identify the goals and objectives of your automation strategy
  2. Map out current processes so you can use them to measure the results
  3. Map out new techniques, procedures, and touchpoints based on your predetermined goals and objectives
  4. Create your content and workflows that need to be automated
  5. Execute the automation strategy, the test its effectiveness using the click-to-open rate (CTOR), the average open rate, and similar metrics
  6. Review and optimize your automation strategy to align with your organization's mission, vision, and brand

Get Started With GreenRope Today to Create an Effective B2B Marketing Automation Strategy for Your Business

In this guide, we have laid out the importance of B2B marketing automation and shared various strategies that will enable your business to generate high-impact results.

At GreenRope, we offer your team an all-in-one CRM and marketing automation solution. We target both B2B and B2C clients.

If you're already a GreenRope user, you can simply log in and start building out your new ideas and strategies.

However, if you are yet to try out GreenRope, you can contact us today to book a demo and learn more.


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