Marketing

B2B Marketing Automation Best Practices

Marketing automation scales your team's impact, but B2B buyers expect personalization. Here is how to balance automation with authenticity.

The Automation Opportunity

Marketing automation lets small teams achieve enterprise-level marketing operations. But automation done poorly feels spammy and impersonal. Done right, it feels helpful and relevant.

What to Automate

Lead nurturing: Drip campaigns based on content engagement
Trial sequences: Guide users through the trial experience
Onboarding: Help new customers get to value
Re-engagement: Win back inactive users
Upsell triggers: Identify and engage expansion opportunities

Personalization Principles

Behavioral triggers: Base automation on actions, not just time
Segment thoughtfully: Different messages for different personas
Dynamic content: Customize content within templates
Know when to stop: Build in conversion-based exits

Tool Selection

For B2B SaaS, choose tools that understand your business model:

General automation: HubSpot, Marketo, ActiveCampaign
SaaS-specific email: Sequenzy - understands trials, subscriptions, and SaaS events natively

Sequenzy's native SaaS integrations mean your automation responds to real business events - trial starts, upgrades, payment failures - without complex webhook configurations.