Sales automation and automated lead generation are becoming more common in B2B sales. Software tools are getting better and easier to use, meaning tasks like creating a prospect list and reaching out to customers, which used to be done by salespeople, can now be automated.

By using automation, a B2B sales expert even in a niche field can boost their productivity by up to 100%. However, if automation is done poorly, it becomes a waste of time and effort. In such cases, there's a loss of potential sales due to the opportunity cost involved.

To automate sales efforts effectively, we often need multiple tools. Individual tools can be useful, but combining them gives better results. This gives salespeople time to focus on the most important things, closing, while automation helps open and nurture new discussions.

Sales automation in B2B is about using software to handle simple sales tasks while using human brain power to tackle the bigger questions. So automation doesn't replace all salespeople but changes the way the work is done.

Automations help with sending emails and DM's, maintaining outreach consistency, initiating discussions, documenting meetings, and enriching prospect lists.
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Fundamentals remain the same. Sales is all about:

To do this, you have to be relevant and trustworthy. This is 100% possible while using automation, but at the same time, not creating trust is the biggest pitfall that 95% of B2B sales automation falls.

Sales automation in B2B is different from typical lead generation automation for consumers or at least what people think of them. Even though many tasks and repetitive actions can be automated, the human impact on success is still huge.

The messages in sales automation need to be powerful and resonate with the customer. The authority of the sender is as important as the message! So messaging and the sender should be local, and trustworthy.

We talk about this in our newsletter, which covers the challenges of international growth. Maybe you want to check it out and subscribe!
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The best sales automation is multichannel, localized, with native language, and rich with interesting content. The target group is hand-picked and there is a clear common nominator of interest. The first step is to spark interest and be relevant.

Conversion in sales happens either through emails or phone calls. Our goal with using automation is to build relationships, not to harm our reputation by spamming especially when going abroad. Professional relationships are built and leads are warmed for nurturing campaigns in the future.

“With this kind of automation, we've seen great results in achieving long-term sales traction, not just in booking a single meeting.”

People often overlook how quickly technology changes. New tech can offer temporary advantages, but soon enough, the big mass is using it as well. This might seem like a small issue, but in reality, companies should aim to develop a long-lasting sales process that uses automation effectively and consistently.

Using the most recent high-end technology is not necessary. The true efficiency in B2B sales automation comes from:

While the latest tech tricks can sometimes give a surprising boost in the short term, they aren't a solid foundation to build on. Start with the tools you have at hand and create simple automation in the beginning.

​Chiefmartec reports there are over 11,000 marketing technologies available in 2023.

Choosing the right tool for your marketing can seem overwhelming in such a vast landscape.

In reality, it's not as difficult as it appears. Once you understand your business type – be it consumer-focused, web store, B2B, or something else – you can significantly narrow down your options and start with the basics. Often, the first steps in automation are taken using well-known platforms like HubSpot, which can get you 90% of the way there. And for many businesses, that's sufficient.

How well automation works depends on a few things:

Here are some results you can look for to see if your automation is doing its job or if you need to try something different:

This is an extreme example of how you can have good results with an extremely niche B2B target group. Sometimes it's not about volume, it's about quality multichannel messaging.

Europe's market is fragmented. Across each border is a new market, with its own local culture and language. Localized content makes conversions better and people are willing to pay more for the services. Localized content increases the amount of organic traffic to the website and lowers CAC (Customer acquisition cost) by up to 25%

Expanding in Europe? Read our blog post "Consider this before expanding your B2B sales in Europe"

A study says that B2B people are ready to pay up to 30% more for localized business.

Research indicates that attempting to sell in a second language will have a significant impact on your conversions. 40% of customers are not willing to buy in English. 73% want localized product reviews.

By localizing your sales efforts you can:

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