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Investment in marketing automation is not only about generating and nurturing new leads towards a sale. The most innovative B2B companies have recognised the technology’s potential to transform others areas of their business and use MA to build communication programs that are not necessarily geared towards selling more.

With this in mind, here are four of the most innovative uses we’ve seen of marketing automation in the past year.

Training new staff members

There can be a lot to take in when you first start a new job. Whether it’s information around company philosophy, processes, competitors or benefits, dumping all this on a new employee on day one will most likely result in crucial areas being missed or ignored. That’s why it’s increasingly common to see businesses put staff on onboarding drips that ensure they are receiving relevant information in digestible pieces. These drips will generally last between one and two months and help make onboarding a two-way process, in which employees are encouraged to reply directly and ask any questions they may have.

Automating sales notifications

Automated alerts are a great way to ensure your sales team consistently strikes while the iron is hot. While the use of notifications is not innovative in itself – in fact, it’s best practice and should be implemented in the early stages – we’ve enjoyed seeing some of the way creative ways these are being used. For instance, one company automatically updates a salesperson when a prospect over a certain score visits a product page; this triggers the opening of a chat box in which the salesperson can engage with the prospect in real time. It has proved to be a hugely successful tactic and has greatly influenced the company’s future web development plans.

Organising events

While this comes under the lead generation umbrella, many B2B businesses have grown increasingly sophisticated at building invite campaigns for events, whether they are online or offline. The strongest MA platforms now provide deep event management functionality that facilitates the creation, management and tracking of all marketing events.


Marketing automation can be used as a tool for recruiters to engage talent pools on a recurring basis. By “pipelining” talent, businesses can prioritise for difficult-to-hire roles and save time with pre-screening, ultimately reducing the time it takes to hire. While marketing automation use in this field is in its infancy, we expect to see significant growth in the coming 12 months.


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