How to Optimize B2B Sales with Marketing and Sales Automation

Did you know that about 60% of the activities of professionals who work with the commercial area are manual or repetitive? By using CRM software with Marketing and Sales Automation you can improve at least a third or more of your day-to-day activities through automation. The sales automation also benefited the sales for Capital Smart City.

The B2B market demands more and more competitiveness and agility, which helps to explain why companies are concerned about automating tasks. In other words, they need to gain time and efficiency to be more competitive.

The more repetitive and routine an activity is, the more likely it is to be automated, thus freeing up time to focus on more strategic activities.

I invite you to think:

  • How many activities does a seller have on a daily basis?
  • How many of these activities are routine?
  • Are there repetitive and manual activities in your sales process?
  • Also, how many activities does a pre-salesperson have on a daily basis and are they repetitive?

If you work with consultative sales, or have a complex sale, our intention with this article is to show you how to optimize B2B sales making your sales process more efficient and productive.

You will also understand what Marketing Automation and Sales Automation is, how automation works and what are the benefits of automating your business’ sales process.

What is automation?

Automation is a term widely used in the market and can be applied in different areas within companies. Its purpose is to map the steps of a process and automate them, thus freeing people’s time through the use of systems or devices.

The focus of this article covers two main areas: marketing automation and sales automation. In other words, we are not going to address industrial automation, which is mainly linked to machinery; nor commercial automation, remembered mainly for the issuance of invoices and tax coupons.

We will focus here on the processes of acquisition, qualification, sales and after-sales from the perspective of the marketing and sales teams.

Our discussion will cover the idea of ​​using automation as a stream of events that happen in sequence, this process is also known as workflow and can be correlated with BPM.

BPM is the abbreviation of Business Process Management, which translated into Portuguese means Business Process Management.

With the automation of marketing and sales, it is possible to create several strategies to guide the potential customer during their purchase journey, creating a more standardized, well-organized and defined process. In this way, assisting and guiding the sales team with the necessary actions to lead to the closing of sales in a more agile and easier way.

Automations for this part of the process can include:

  1. Marketing Automation
  2. Pre-Sales Automation
  3. Sales Automation
  4. After-Sales Automation

Marketing Automation

What is marketing automation?

Marketing automation consists of working some marketing actions in an automated way through predetermined, customized and conditioned event flows.

Let’s think: how much time do you need to manually send a sales promotion to 5 potential customers?  10 to 20 minutes?

Now imagine you need to send the same promotion to a base of 2,000. How long would it take? To make this scenario worse: what if the contacts have different purchasing characteristics. How to make this process not become time consuming?

Without the use of marketing automation tools, it is impossible to carry out this mass mailing and segment your contact base.

In this sense, marketing automation allows you to automate marketing actions and processes, reduce manual work and increase the efficiency of actions, saving time and effort.

With marketing automation, you can segment, customize the message for each contact and also segment message delivery quickly.

Another advantage of marketing automation is that you can leave previously created events and each lead goes through that flow in its time. No manual intervention is required.

How does marketing automation work?

A marketing automation consists of a sequence of automatic actions, triggered by triggers, that activate one task after another, without the need for manual actions.

The nutrition stream is the best known and most used. A nutrition stream is a sequence of emails sent to a specific audience, with the aim of building or improving your relationship with them.

If you send a single email message to this audience, for example, and never get in touch with them again, you’re unlikely to build a trusting relationship, right?

How to create marketing automation

When creating marketing automation, you need to consider two things: your company’s marketing strategy and what tools you will be using.

What marketing actions do you intend to carry out? And how or what do you need to accomplish them? Defining these points is critical to creating effective marketing automation.


Imagine you are the marketing director of a financial management software. And one of your marketing strategies is to attract more interested leads through rich materials like an ebook. To carry out this strategy, you will need a tool that includes landing pages, email marketing and process automation. Check out the steps needed to create this automation below:


  • You create an ebook on “How to manage your company’s finances” and promote it on social networks.
  • Interested managers access your page and offer their emails to download the e-book. Here they enter your funnel as leads.
  • After downloading the material, the lead receives an email with tips on cash flow control, for example.
  • Two days later, he receives another email about “tools to carry out the financial management of a company” . If he clicks on the link to read more, this could be the trigger for another email offering an online demo about your solution.

Realize that, along this path, you will strengthen the relationship with leads, with information that is useful to them, and realizing their interest in going deeper into the subject — all automatically, through marketing automation.

Sales Automation and Pre-Sales Automation

How much time has your sales team wasted reporting and updating spreadsheets? Did you know that these activities can be performed automatically by a sales automation system?

By automating sales processes, selling becomes much faster and more organized, in addition to helping you customize and optimize your customer relationship.

What is sales automation?

Sales automation is about using technology to automate sales team processes and activities , saving salespeople time and effort.

However, sales automation is not intended to replace the salesperson’s work, but to make it easier. After all, with it, the salesperson can automate repetitive processes, such as scheduling calls, pricing, creating reports, etc.

The main objective of sales automation is to optimize and speed up the sales process  and eliminate manual and operational tasks, making the sales team stop wasting time and focus on what really matters: Sell ​​more.

How does sales automation work?

As in marketing, sales automation works by creating a sequence of automatic actions, triggered by triggers, that activate one task after another, without the need for manual actions.

Pre-sales automation example:

  • You enter a contact form on your company’s website
  • A lead goes to the website and clicks the request contact option.
  • Automation creates a call activity in the pre-seller schedule automatically
  • The pre-seller receives the notification and contacts the lead to schedule a meeting


Sales automation example:

  • You mark an opportunity as a win
  • Automatically after 7 days you want to call the customer. It is your company’s routine to understand if the customer is satisfied
  • With sales automation, you don’t have to worry about remembering. The system will automatically generate, after 7 days, the activity for the seller or the person in charge chosen to carry out this activity

See how interesting it is? You can together with your team use automations to free up time.

A sales automation system, combined with a CRM, can further enhance your sales team’s results.

CRM is everything your business needs for customer relationship management and sales automation.

With CRM, you can easily organize, track and nurture your leads and customers. CRM itself has automation tasks – such as recording lead activity and contact data and information.

After-Sales Automation and CS Automation

The purpose of after-sales and CS is basically to ensure customer satisfaction with what was sold to them.

The better the customer experience, the more likely they are to be loyal.

In this sense, automation can also be used to optimize customer service and support.

What is post-sale automation and CS automation

After-sales and CS automation aims to make the customer support process, offering a more personalized service and, above all, faster.

How does post-sale automation and CS work?

So how does automation help in the after-sales and CS process?

It all starts with the two main drivers of customer satisfaction:

  • response time
  • resolution time

These are the two golden KPI’s for improving customer satisfaction and, in turn, improving customer service. Lucky for us, automation can take care of all three.

Response time is the time it takes the operator to respond to a customer request. And the faster that happens, the better.

The average response time for a CS request is 15 hours and 17 minutes. That’s a long time.

Therefore, one way to speed up the service process is through Chatbots. Through automation using chatbots it is possible to answer a customer instantly, collect the necessary data and, if necessary, transfer all this information to the real operator.

In this sense, common questions from customers can be answered automatically.

After all, if support only works during business hours, customers who have an urgent problem after hours will think twice before repurchasing from you/renewing their subscription.

What are the benefits of marketing and sales automation for your company?

  1. Improved customer satisfaction ratings

When sales processes are automated, the salesperson is able to dedicate more time to the relationship with the customer, making a good sale and also a good after-sales where, consequently, the quality of service improves.

  1. Ease of qualifying leads

Having the customer journey mapped out makes it much easier to create guides and processes to attract and capture more leads.

And according to the TechTrends 2017 survey:

“If this is done with the help of an automation tool, it is possible to gain twice as many contacts.”

  1. Increased generation of sales opportunities

With the automation tools, it is possible to maintain a relationship with your leads, preparing them for the moment of purchase and monitoring them in a personalized way, which increases the generation of business opportunities for your sales team.

That way leads get to the purchase decision stage faster!

  1. Reduction of the sales cycle

With an automation tool it is possible to monitor, manage and nurture your contacts, making the sales process more consultative.

Thus, future customers spend less time arguing, which makes the purchase process faster and more efficient.

Also, according to the Martech Conference:

“60% of salespeople’s time is occupied with low-value tasks. With automation it is possible to reduce the sales cycle of companies”

  1. Agility in the sales process

Through automation actions, it is possible to perceive the moment when a certain lead is ready for purchase, as it demonstrates this through conversions.

When this occurs, the lead is sent more prepared to the sales team and the chances of closing a deal increase.

However, this is also where big opportunities are lost for lack of something very simple: speed.

According to The Ultimate Contact Strategy study:

“When you approach the Lead in the first minute after its conversion, the chances of it becoming a customer increase by up to 400%”

  1. Reduction of CAC

Automation allows you to optimize tedious and procedural tasks, processing information better.

This way, your team has more time to expand the campaign efforts, reach more people and, consequently, attract more customers with the same investment.

In short, you reduce your CAC (Customer Acquisition Cost)

Know the main Sales Indicators (Sales KPIs)

  1. Considerable increase in ROI

By automating marketing actions, professionals in the area are freed to dedicate themselves to other strategic tasks that demand a lot of time.

In addition, marketing automation solutions bring invaluable strategic value data for the development and planning of your digital actions.

You direct all efforts towards progressively higher ROI as your audience grows and your brand reputation becomes more relevant.

  1. Customizing customer contact

Marketing automation tools significantly improve the company’s contact with its customers.

The tools used for this purpose allow not only to send personalized messages with the user’s name, but also directed to their interests.

This interaction helps bring potential customers closer to conversion.

  1. Improved productivity of the sales team

Have you ever wondered how much time the salesperson is wasting on cluttered lists, reports, and spreadsheets?

Therefore, it is very important to seek to automate manual and repetitive tasks to increase the agility of processes and improve the productivity of your sales team.

  1. Improves team management

A sales automation system also helps you manage your sales team. The efficient team management also increased the sales of Blue World City.

You can, for example, look at the results of each salesperson and track the progress of their sales.

Therefore, a good sales automation system is essential for you to get the best results.

Integrated marketing and sales automation system

Does your company have difficulty knowing when to approach a customer to negotiate your product or service?

For that not to happen, the transfer of baton from the marketing team to the sales team is a strategic moment and needs to be done with all possible care and follow-up. ⠀

You need a marketing automation platform and a sales CRM system. And they need to be integrated, as the entire company’s sales force will necessarily be involved in this.

While the objective of Marketing automation is to attract, convert and nurture leads, CRM is concerned with tracking, organizing and recording the information of leads and customers to optimize the relationship with them.

Therefore, the integration of automation tools with CRM software is important to qualify the delivery of leads from marketing to sales.

With Atendare, for example, this pass happens automatically, with all the data and the lead’s history. In this way, the salesperson can already approach the lead with a series of information that optimize their approach.

The importance of adopting a Marketing and Sales CRM and Automation system in your sales management

A CRM is not the same as sales automation. However, sales automation capabilities are often integrated with a CRM.

Simply put, a CRM helps companies manage customer relationships.

Without having a good, complete, centralized, and easily accessible registry, it is impossible to relate to your customers.

Therefore, it is very important to organize your customers’ information and data to build a lasting relationship with them and achieve the best sales results for your company!

With a CRM system you centralize all your customer information in one place.

CRM also records all interactions your salesperson has had with the customer, keeping a history of calls, emails exchanged, meetings held and much more.

Thus, you can manage sales better and not lose sales opportunities due to forgetfulness or lack of information.

That is, with the use of a CRM system, it is possible to monitor the customer from the first contact he had with your company to the closing of the sale

Quickly and simply with the CRM system you organize and simplify the sales process effectively following your sales funnel.

A good CRM system will provide the following tools:

  • Lead, Account and Business Management
  • Timeline of the entire relationship with your customer
  • Issuance of proposals and automated contracts
  • Goal Control
  • Sales funnel management
  • Tracking emails
  • Customizing customer data
  • Insights that help decision making

The service

Atendare is a complete sales system, created for companies to manage the entire process of acquiring, selling and retaining customers in one place!

Atendare helps you work on the nutrition, capture and qualification of contacts, automatically, avoiding manual and repetitive tasks and leaving your team focused on more strategic activities.