Are you among the 55% of B2B companies currently using marketing automation? You should be. After all, marketing automation has been proven to deliver a 14.5% increase in sales productivity and a 12.2% reduction in overhead. But these results aren’t achieved by simply launching a campaign. It takes planning and strategy. If you could use some assistance in this area, here are five tips to help you get the most out of your B2B marketing automation efforts.

Identify prime automation tasks.

You probably already know that marketing automation can be used to streamline email campaigns, but if that’s all you’re doing with it, you’re missing out. To unlock the full power of your platform, you should identify other tasks that are prime candidates for automation, such as routine, repetitive activities that are eating up time and hindering productivity. Things like lead follow-up, prospect nurturing and updating your CRM can all be automated, saving time and freeing you up to focus on more important things.

Produce quality content.

Your marketing automation tool may be able to do a lot of things, like determine which leads are hot as well as the best time to communicate with those leads. The one thing it cannot do is produce the message you’re trying to send. To get the most of your marketing automation, do not underestimate the importance of producing quality content. The right message can dramatically improve your chances of conversion.

Score leads.

Scoring leads is a valuable practice in any business model, but in B2B it’s even more beneficial due to the lengthier sales process. With long sales cycles, understanding a prospect’s interest in your product or service is essential. Automatically assigning scores to your leads based on factors such as their behavior on your website, engagement level with your messaging and various touch points across your platforms can help you determine who to follow up with to achieve optimal results.

Segment your campaigns.

Research indicates that segmented emails boast higher open rates, better engagement rates and ultimately result in closing more deals. By segmenting your campaigns based on the interests and engagement level of your contacts, you can tailor your messaging to better match their needs and preferences. When you address the specific needs of your prospects through segmented messages, they will be more likely to come to you when they’re ready to buy.

Make things personal.

One of the biggest mistakes B2B marketers make is forgetting that they are marketing to people, not just faceless brands. You will be far more successful with your marketing efforts if you remember to include the human element. Speak to your audience as if you were having a conversation rather than issuing a cold, robotic and impersonal message. For instance, rather than saying “Attached is the literature you requested,” say, “Here’s the information you asked for.” That human touch is what will ultimately win you new business.

When it comes to being successful in the B2B realm, marketing automation can be your ace in the hole. The five tips above should help you maximize your efforts and gain consistent results.