The Power of Automation in B2B Marketing
Posted: Wed Jan 22, 2025 10:14 am
In the ever-changing world of B2B marketing, automation has become more than just another tool – it’s reshaping how we connect, build relationships, and grow. But here’s the real question: Is automation really pushing us forward, or are we losing the human connections that make our marketing actually work? Let’s dive in because, honestly, it’s not a simple yes-or-no answer. It’s a balancing act that we need to get right if we’re going to thrive.
On one hand, you can’t deny the efficiency that automation brings. Think about all the repetitive tasks we deal with: sending follow-up emails, scheduling posts, segmenting audiences. They’re necessary, but they can be such a drain on our energy, energy that could be better spent on creativity and strategy. Automating these tasks frees up time for what really matters: coming up with ideas, being innovative, and connecting with people. Imagine trying to run a multi-channel campaign without automation. It’d be chaos – mistakes, missed deadlines, everything falling apart. Automation saves us from that mess, letting us focus on the good stuff.
But here’s where it gets tricky. According to the 2024 HubSpot State of architect database report, 64% of marketers are already using AI and automation tools to boost efficiency, and another 38% plan to start. So yes, automation is becoming the norm. But at what cost? Are we losing the human touch that makes our marketing resonate with people?
Automation for B2B personalisation
One of the big promises of automation is personalisation, and we all know today’s buyers expect that, even in B2B. The challenge, though, is that B2B buying cycles are long, and often involve many decision makers. It makes personalisation a lot tougher. This is where automation steps in, helping us gather and analyse data to create more tailored experiences. Sounds good, right? But even as we embrace these benefits, I keep asking myself: Are we reducing our buyers to mere data points? Are we losing the genuine relationships that should be at the heart of B2B marketing?
The 2024 report by On24 found that 74% of B2B leaders see AI and automation as crucial for improving personalisation. That’s a lot! It’s obvious that automation makes it easier to connect in relevant, timely ways. Automation can track behaviour and deliver content that fits what someone’s looking for. But can an automated response really compare to a follow-up crafted by someone who genuinely understands the person on the other side? I’m not convinced. There’s a big difference between being relevant and being truly empathetic.
And then there’s sales outreach. Automation is great for SDRs because it makes sure follow-ups happen when they should. Picture this: A lead visits your pricing page, and automation sends an instant follow-up email. That’s useful, for sure. But can a string of automated messages ever build the kind of trust that turns a lead into a loyal customer? Isn’t B2B sales really about understanding the person on the other end, knowing their specific challenges, and responding in a way that feels personal? That human connection is hard to replace, especially in sales.
On one hand, you can’t deny the efficiency that automation brings. Think about all the repetitive tasks we deal with: sending follow-up emails, scheduling posts, segmenting audiences. They’re necessary, but they can be such a drain on our energy, energy that could be better spent on creativity and strategy. Automating these tasks frees up time for what really matters: coming up with ideas, being innovative, and connecting with people. Imagine trying to run a multi-channel campaign without automation. It’d be chaos – mistakes, missed deadlines, everything falling apart. Automation saves us from that mess, letting us focus on the good stuff.
But here’s where it gets tricky. According to the 2024 HubSpot State of architect database report, 64% of marketers are already using AI and automation tools to boost efficiency, and another 38% plan to start. So yes, automation is becoming the norm. But at what cost? Are we losing the human touch that makes our marketing resonate with people?
Automation for B2B personalisation
One of the big promises of automation is personalisation, and we all know today’s buyers expect that, even in B2B. The challenge, though, is that B2B buying cycles are long, and often involve many decision makers. It makes personalisation a lot tougher. This is where automation steps in, helping us gather and analyse data to create more tailored experiences. Sounds good, right? But even as we embrace these benefits, I keep asking myself: Are we reducing our buyers to mere data points? Are we losing the genuine relationships that should be at the heart of B2B marketing?
The 2024 report by On24 found that 74% of B2B leaders see AI and automation as crucial for improving personalisation. That’s a lot! It’s obvious that automation makes it easier to connect in relevant, timely ways. Automation can track behaviour and deliver content that fits what someone’s looking for. But can an automated response really compare to a follow-up crafted by someone who genuinely understands the person on the other side? I’m not convinced. There’s a big difference between being relevant and being truly empathetic.
And then there’s sales outreach. Automation is great for SDRs because it makes sure follow-ups happen when they should. Picture this: A lead visits your pricing page, and automation sends an instant follow-up email. That’s useful, for sure. But can a string of automated messages ever build the kind of trust that turns a lead into a loyal customer? Isn’t B2B sales really about understanding the person on the other end, knowing their specific challenges, and responding in a way that feels personal? That human connection is hard to replace, especially in sales.