Guides and Templates

B2B Marketing Automation Best Practices Guide

Learn best practices for implementing B2B Marketing Automation to improve lead generation and nurturing

About this guide

This guide to B2B marketing automation best practices will help you review your requirements for marketing automation, select the best vendor and create or review your lead generation and nurturing programme.

Guide structure

  • Explanations of marketing automation concepts
  • Recommendations on requirements to review
  • Best practice tips for implementing marketing automation
  • B2B examples of lead scoring, grading and nurturing
  • Research from a range of studies to highlight the potential and challenges of implementing marketing automation software

How will this guide to marketing automation help me and my business?

Marketing Automation is a relatively new category of marketing technology combining CRM, Email marketing, lead scoring, personalisation and analytics. Our guide explains exciting opportunities to deliver more relevant and timely communications to prospects which nurture leads and boost response. This guide has been updated in 2016 to focus on B2B, you can view our other marketing automation guide with more consumer examples here.

What does the marketing automation guide cover?

This guide to marketing automation best practices will help you review your requirements for marketing automation, understand best practices and select the best vendor by answering these questions:

  • What is marketing automation?
  • What are the commercial benefits marketers gain from marketing automation?
  • What are the key features across 7 key functions of marketing automation?
  • How can we score leads?
  • How should we nurture our leads to convert more to sale?
  • Which criteria should I use to selection the best marketing automation vendor?

Resource Details

About the authors

Adrian OGara is a specialist in lead and funnel management — from sales and marketing alignment to process optimisation and automation. As founder and lead consultant at OGaraCo, the lead-to-revenue experts, Adrian helps B2B technology and service providers improve lead quality and velocity to increase marketing sourced revenue and ROI. Find out more at ogaraco.com or connect with Adrian LinkedIn

Jordie van Rijn has more than 13 years of hands-on experience as an independent email marketing consultant. Next to helping companies improve their email marketing results he gives email marketing training and is a writer and speaker in the field of online marketing. You can visit his website emailmonday or connect with him on LinkedIn.

This guide was published in September 2016.

What does the Marketing Automation guide include?

This practice report includes:

  • Explanations of marketing automation concepts
  • Recommendations on requirements to review
  • Best practice tips for implementing marketing automation
  • B2B examples of marketing automation
  • Research from a range of studies to highlight the potential and challenges of implementing marketing automation software

Many of these approaches will also be of interest to email marketers who can implement these through their systems

Business Membership is required

Business members get full access to this and 8 other guides in the Business-to-Business Marketing Toolkit.

Learn more about business membership Already a Business member? Login here Look Inside

Trusted by marketers all over the world

Since 2009 our toolkits have helped thousands of marketers in over 100 countries to hit - and exceed - their targets.
Will you be next?

...plus over 150,000 consultants, agencies, entrepreneurs and SMB's in over 100 countries.

Get better results

"A goldmine of digital information on digital marketing that can help you get better results"

Make your job easier

"I'd recommend signing up to Smart Insights for a suite of useful tools
from planning templates to strategy docs and a variety of other guides to make your job easier."

Tenfold improvement

It's my digital marketing go-to Bible Tenfold improvements in digital marketing results."

Learn more about business membership
CLOSE