Technology is helping marketing services agencies to create satisfying programs for their clients, but being adept at knowing how to draw the full potential of these technologies is the forte of only a great agency.
Today, on National Technology Day, we discuss the various marketing services of B2B agencies that technology has helped automate to propel an enriched agency-client relationship based on better efficiency, faster results and complete transparency.
Recruitment Marketing
Several B2B agencies have benefited from bringing in automation into their Inbound Recruitment Marketing offerings. Adding chatbots to recruiting automation maybe a recent development, but it ensures agencies can quickly sift through larger candidate pools quickly with vast amounts of data that includes resumes, contact info, setting up interviews for clients with screening questions already answered. It can even automate candidate ranking like best-fit to average-fit aligned to the job role expectations the company has rolled out, thereby giving an extra edge to your agency. Of course, it also ensures better candidate experience.
Recruitment marketing agencies can also successfully implement email marketing automation to ensure regular communication is maintained with prospects till they are drawn into the funnel. When your ATS (application tracking system) swells up following a campaign, automating drip emails to engage with candidates even as you sift out the best-fit prospects can be a boon. For agencies that handhold throughout the onboarding process for new candidates, emails can be automated to provide day-to-day tips for them to progress through the first six weeks.
B2B Marketing
Email marketing automation has obviously been adopted in Recruitment Marketing from the common best practices of B2B Marketing services agencies. Besides email marketing automation, if we were to count some really key technology developments in the last few years that have improved B2B Marketing services of agencies, then we’d count the following:
- Cloud-based CRM integrations,
- App marketing through app exchanges like Salesforce, Shopify, Magento for B2B marketing,
- Technologies that simplify agency-client collaborations,
- Social media automation to ensure always-on communications with your clients’ prospects
- Digital marketing automation for PPC ads, SEO strategies
- AI-driven data analytics and dashboards for B2B marketing campaigns
Account-Based Marketing (ABM)
Account-based marketing has grown not only in strategies but the various technologies that can now be deployed to nurture key accounts and ensure success with high-yield accounts. Today, prospect segmentation and tracking, positioning personalized content to tracked accounts and measuring the results is all automated. Thus, ABM today, is implemented in a highly digitized or automated manner. Nevertheless, the below technologies have really contributed in a big way to automating ABM for agencies and ensuring satisfied clients.
- Big data analysis for buyer behaviors like accessing user reviews, browsing product specs pages on various sites, reading content across the web allows ABM agencies to build strategies for these specific target accounts. It helps agencies to create precise marketing campaigns that can hit the bull’s eye.
- Predictive intelligence technology has also helped identify intent buyers from those that are still in merely the awareness stage. With predictive intelligence, ABM agencies can easily craft media campaigns, display advertising, email nurturing aligned to buyer needs for better results without draining budgets.
- Automated campaign tools for real-time web personalization, programmatic ad buying, automated qualifying of leads are also some important technologies that ABM agencies worldwide are using for their focused messaging on web, email and advertising.
Lead Nurturing
Automating marketing and communication in sync with prospect needs is how marketing agencies that thrive on lead nurturing offerings to their clients use technology primarily. Nurturing prospect relationships using an automated lead scoring system lets agencies know how warm or cold the leads are and where in the funnel they fall. This data can then help their clients to reach out to these prospects in a more informed manner. Marketing automation platforms helps agencies create successful and sure-shot lead nurturing strategies. Using technology for lead nurturing, a marketing services agency can make the entire marketing calendar of communications including newsletters, product information inputs through web and mail and other cross-channel communications through social media and web, cohesive for the leads.
Non-Profit Fundraising
Marketing agencies that are working for non-profit fundraising marketing programs have at their core, awareness creation of the cause that the non-profit is working on. For this, most of the technologies used are related to search optimization, social media and email marketing. Besides this, dashboards for data visualization and interactive platforms where the specific NGO’s community supporters can engage and share workarounds or ideas for new initiatives can be facilitated by marketing agencies for various non-profits.
Internal Communication
Employer branding and employee engagement is at the foundation of internal communication for a company. Most marketing agencies work closely with company HR teams to execute real value for their clients in terms of timely and focused communication to global employee business units. An important technology for most marketing agencies working at internal communications for their client companies would be collaborative tech, where the company employees feel seen and heard. This will also ensure communications between teams across the organization.
Corporate Events Automation
The corporate events industry and marketing agencies that are helping organisations popularise their annual corporate events have several handy tech tools for them. Event tech tools like Eventbrite, to event management automation software like Bizzabo, marketing agencies working for company events can use these corporate events automation tools for registrations, creating event-related apps, incorporating payment methods or any other requirements that the corporates may want your marketing agency to help them with.
Persona Retention
Offering customized experiences at the convenience of time, device and channel for your buyer persona using automation can help with persona retention. Marketing agencies have tools like HubSpot that aligns with your specific prospect’s choice of channel to bring up persona-classified content. Messaging and channel are driven to ensure the buyer remains in your funnel and is constantly engaged with content aligned to their interests.
Digital 4.0
With Industry 4.0 digitizing every mode of business could digital marketing be left far behind. AI is now the driver for marketing programs as well and everything from content optimisation to analytics has Digital 4.0 at its core. A comprehensive messaging, UX, and earned media, social media deliverables need marketing agencies to use several of the technologies mentioned earlier in this article in sync with each other for client satisfaction.
Experience Design
Technology today helps design optimized user experiences and marketing agencies are using technology to map user behaviour inputs to identify best navigation options, colours and other aspects that impact conversions. Multiple UI design options are thrown up by technologies based on your requirements and most marketing agencies help clients arrive at best UI/UX designs and workflows aligned to their customer base. Experience design is important for B2B marketing, as most B2B buyers are also customers at various B2C easy-to-navigate sites like Amazon etc., and they expect such ease to be replicated in their B2B experiences as well. A good marketing agency is adept at ensuring this output.
There are several more technologies that are coming up even as we talk for all of the above, but in the interest of brevity these are our leading software tech that are helping marketing agencies across the world to fulfil their client requirements competently.
