B2B marketing automation can improve customer experience, free up staff, and provide customer data. Discover the pros and cons of Hubspot vs. Marketo.

1. WebEnertia > Insights
PROS AND CONS OF ADDING A
MARKETING AUTOMATION
PLATFORM TO YOUR B2B
WEBSITE

2. SAVE TIME AND
ELIMINATE REPETITIVE
TASKS, MAKING THINGS
MUCH EASIER.
A marketing automation platform can

3. WebEnertia,Inc. 3
Maximize Opportunities, Minimize Risks
Buyer Empowerment, Platform Automation Among Key Trends
Pros of B2B Marketing Automation
Cons of B2B Marketing Automation
Top B2B Marketing Automation Platforms
05
08
10
12
14
ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Table of Contents

4. Maximize the opportunities of a marketing automation platform,
while minimizing the risks and potential pinpoints.

5. ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Maximize Opportunities, Minimize Risks
WebEnertia,Inc. 5
- A robust client relationship management system (CRM) ecosystem to leverage
- Sales teams clamoring to deliver good
- Robust content and leads throughout the funnel
- A marketing team to stay on top of a wave of automatable prospect engagement activity
Don’t Adopt a Marketing Automation Platform Too Soon
Position Yourself For Success With:

6. Here are some key factors to consider going into deeper analysis.

7. MOST OF THE BUYING
PROCESS IS HAPPENING
ONLINE AND WITHOUT
THE NEED OF A SALES REP.
Surveys of B2B buyers confirm that
A signal that more automation is appropriate and likely taking hold.

8. ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Buyer Empowerment, Platform Automation
Among Key Trends
WebEnertia,Inc. 8
- 60 % of buyers would rather not communicate with sales reps as their primary information source
- 67 % of marketing leaders use an automation platform and many say they are planning integration in the next couple of years
- Those using marketing automation platforms are expected to expand use by 31 %
Rethink Sales and Marketing Campaigns
Personalized Email Campaigns and Other Account-based Marketing

9. A lot of really good things can happen, and happen quickly.

10. ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Pros of B2B Marketing Automation
WebEnertia,Inc. 10
- Connect prospects and leads to timely, relevant information based on their specific behavior at the right time
- Empowers customers to navigate their purchase journey smoother and easier with the platform as an able guide
Benefits of Connecting Cloud-Based Marketing Automation to Website
1. Improved Customer Experience
- Provide deep analytics about prospect interaction
- Helps marketers understand the depth of the funnel and customer segments, how content and personas are connecting, and ultimately
what’s working and not
- Provides scores and return on investment (ROI) details on a campaign by campaign basis
2. Better Customer Data
- Leads to more responsive and effective marketing efforts
3. Freeing Up Staff Time
- If you are considering purchasing a CRM system, adding in or bundling a marketing automation may save you time and money
4. May Be Cost Effective

11. It’s not cheap and it’s not easy to do well.

12. ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Cons of B2B Marketing Automation
WebEnertia,Inc. 12
- Beyond the fees for the platform itself, you will need to budget for setup, onboarding, and likely additional resources to effectively leverage all
the marketing and sales capabilities of the platform
Two Key Categories of the Risks:
1. They Are Expensive
- Many organizations think they’re ready when they’re not. Why does this happen?
1. They don’t have the right people trained to operate, manage and support the platform during and post-deployment, which
can lead to deployment delays and underutilization of key features.
2. The content marketing plan is insufficient, leading to ineffective campaigns and missed opportunities.
2. They Are Complicated

13. Here are the most popular platforms for your consideration.

14. ProsandConsofAddingaMarketingAutomationPlatformtoYourB2BWebsite
Top B2B Marketing Automation Platforms
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A solid overall marketing platform, with a simple, intuitive backend that makes creating forms and landing pages easy
- JavaScript forms are easily integrated on websites
- Simple email distribution admin
- Connects to SAP and Oracle, a key advantage for many larger organizations
Best In Class CRM
Marketo
Offers a strong suite of features that make it a solid option for businesses of all sizes
- Highly scalable platform can support entire website and integrate internal analytics and heat maps
- Flexibility to customize tool kit
- Campaign management via mobile app
Hubspot

15. Before starting your project-
DO YOUR HOMEWORK AND
ASK YOURSELF THE RIGHT
QUESTIONS.

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