Service · Revenue Operations

Marketing automation for mid-sized companies.

Automation pays off in technical B2B because of the length of buying cycles. Between first interest and an investment decision there are often one to three years, and someone has to bridge that time.

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In short

Marketing automation bridges the time until a prospect is ready to buy: content tracks for prospects without an acute need, scoring on transparent criteria, a defined handover to sales and a return path when the timing is not right. Set-up takes four to eight weeks.

Definition

Lead nurturing refers to the planned support of prospects who are not yet ready to buy, with genuinely useful content at a calm pace. The goal is to be present when the need arises. In markets with investment cycles of several years, it is the most economical way to keep contacts you have already won.

01 · Starting point

Why large automation projects in mid-sized companies often fail.

The most common mistake is rarely the wrong system. It is the wrong scope.

A platform with thirty workflows, fifteen forms and a twelve-level scoring model needs someone who looks after it every day. A marketing team of one to three people lacks that capacity. After six months, two tracks are running and the licence fees keep coming.

The second mistake is automating before clarifying the process. If it is not defined when a contact goes to sales and what happens if it is returned, you are automating ambiguity.

We therefore start small: two to four tracks, a scoring model with at most five criteria and an automated monthly report. Whatever is demonstrably used after six months is expanded.

02 · Scoring

Lead scoring that sales accepts.

A scoring model is only used if sales can follow it. Models with twenty criteria are mathematically elegant and rarely helpful in practice.

Example scoring model
Criterion	Type	Weight	Rationale
Company size in the target range	Firmographic	high	Determines whether a project is viable at all
Industry in the target segment	Firmographic	high	Determines professional fit
Role close to the decision	Personal attribute	medium	Titles in the Mittelstand are inconsistent
Visit to a service or pricing page	Behaviour	high	Strongest single indicator of concrete intent
Return visit within 14 days	Behaviour	medium	Suggests alignment within the buying committee

Five criteria are enough for a reliable pre-sort. The actual qualification stays with sales.

Frequently asked

Frequently asked questions about marketing automation.

From what size does marketing automation pay off?

From around 30 to 50 new contacts a month and a sales cycle of more than three months. What matters is less company size than the length of the buying process.

Which software do you recommend?

We are not tied to any product. For small teams, the automation features of a good CRM such as HubSpot or Pipedrive are often enough. Dedicated platforms pay off from several hundred new contacts a month or with several business units.

How do you ensure GDPR compliance?

Email tracks only run with documented double opt-in consent. The legal basis is recorded for every field, and deletion periods are stored in the system.

How many emails make sense?

Fewer than often recommended in technical markets. One genuinely useful message every three to four weeks is a good rhythm.

Who runs the system after set-up?

Your team. The scope is chosen so that one person can manage with a few hours a month. On request we take over operation and reporting.

Relevant next steps.

Working together

Let's talk about where you stand.

In a 30-minute first conversation we identify where your growth is stuck and whether working together makes sense. You then get an honest view of a realistic scope.

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