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How Small Companies Can Automate B2B Lead Generation

Marketing automation isn’t only a lead generation strategy. It’s a comprehensive digital marketing strategy that includes lead generation. Here’s what you need to know about it.

Marketing automation uses software to deliver the most relevant content to the most receptive target audience and better enable them to convert. It can gather intelligence to track user behavior on social media or the website and then gain leads. These leads are then nurtured through targeted messages and/or responses. The leads are then guided through the marketing funnel using email marketing tactics recommended by the software.


  • How much does it cost? The price for the big name tools can be prohibitive for most smaller companies. However, for every big ticket marketing tool, there will almost certainly be another similar (downsized) tool that does everything a smaller company needs to get done at a much better price.

  • How easy is it? It can be complicated. That’s why the key to success is spending the time upfront to pick a tool that will do everything you need it to do, evolve along with its clients’ needs, and have great customer support to back it up. Settling on a tool is a commitment. It will take time to master. The goal is to avoid having to abandon the tool and learn something else (a colossal waste of your time).


Marketing automation is a growing field. However you choose to go about your B2B lead generation, it’s always going to be hard (and hopefully rewarding) work. Much of the above is from an excellent Crazy Egg article on lead generation. For a no cost discussion of your situation, some great tools that may work for you and the volume of quality traffic we can drive to your website via organic search call 630-363-8081 or email jeanna@smartprcommunications.com. Scroll down to the bottom of any page on this website to get a free automated technical analysis of your website.


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