How can you use marketing automation to guide leads through the B2B buyer's journey?

1 Awareness stage

The awareness stage is when your potential buyers realize they have a problem or a need that your solution can address. At this stage, your goal is to attract their attention, educate them about their problem, and build trust and credibility. You can use marketing automation to create and distribute relevant and valuable content, such as blog posts, ebooks, white papers, webinars, or podcasts, that match their search intent and keywords. You can also use marketing automation to capture their contact information, segment them based on their profile and behavior, and score them according to their level of interest and readiness.

2 Consideration stage

The consideration stage is when your potential buyers evaluate different options and solutions that can help them solve their problem or fulfill their need. At this stage, your goal is to demonstrate your value proposition, differentiate yourself from competitors, and address their pain points and objections. You can use marketing automation to send personalized and targeted email campaigns, such as case studies, testimonials, product demos, or free trials, that showcase your features and benefits, answer their questions, and overcome their challenges. You can also use marketing automation to track and measure their engagement, such as opens, clicks, downloads, or views, and adjust your messaging and timing accordingly.

3 Decision stage

The decision stage is when your potential buyers are ready to make a purchase decision and choose the best solution for them. At this stage, your goal is to persuade them to choose you, provide them with social proof and incentives, and facilitate the buying process. You can use marketing automation to send persuasive and compelling email campaigns, such as customer reviews, success stories, discounts, or guarantees, that reinforce your value proposition, create urgency and scarcity, and eliminate any doubts or risks. You can also use marketing automation to automate the sales handoff, such as sending notifications, reminders, or follow-ups, to your sales team and ensure a smooth transition.