Online marketing is an important component of the B2B sales process. Most prospects do their research and decision-making well before contacting sales, which means that online resources to educate and persuade them must be top-notch. One way many businesses are choosing to manage their online marketing strategies is through automation. This can relieve the burden of tasks that are necessary but repetitive and instead allow software to take care of them. Additionally, marketing automation yields a wealth of data for marketers to analyze and use, according to Search Engine Land. Some ways in which marketing automation data can benefit marketers are:
1. SEO guidance
Data on how users find a company's website can give marketers ideas for keywords to optimize. A high volume of visitors coming from a particular keyword can even change the direction of a company's SEO efforts.
2. Page view patterns and content marketing
Which pages users tend to land on and which they spend the most time on are both important facts to know. With this information available, marketers can decide where to place informative content in order to ensure that users find and remain on the pages that are important to the sales process.