The field of marketing is developing quickly. Data is now freely accessible thanks to a variety of platforms, which has completely altered how businesses like yours engage with site visitors, prospects, leads, and customers.
If you work in digital marketing, you should know that B2-B and B2C marketing techniques are vastly dissimilar and necessitate various strategies. The purchasing habits and decision-making of B2-B customers are a little more challenging. The buying cycle is lengthier, and there are many variables to take into consideration that are unique to each business need.
It can be challenging to engage with those B2B customers and understand their particular demands; here is where marketing automation can be useful. Let’s examine four automation techniques your B2B company needs to implement along the client journey funnel.
Using automation to produce quality leads
As a B2B marketer, you develop a variety of tactics to promote your goods and services to prospective clients. Even with the ideal resources and the proper messaging, how can you draw the right audience to your landing page?
This is where automation enters the picture. Let’s look at how automation aids in lead curation.
- Pop-ups with behaviour
Pop-ups are a powerful tool for growing your email list. Visitors have been known to ignore pop-ups that are presented to them randomly. You may make sure that the pop-ups are displayed at the appropriate time based on visitor activity by automating their display. You can draw users’ attention, for instance, by causing a pop-up with a focused message to appear when they leave your website. If you see that visitors are spending a lot of time on a specific page, display a pop-up with relevant educational information and encourage them to subscribe to your mailing list. Increase lead generation and content reachability with automated pop-ups.
- Marketing with content on several mediums
You may respond to customer interactions across channels by using marketing automation. The capability to start a quick reaction in any channel the lead is active on is a tangential advantage of omnichannel marketing automation. It might be a text message, email, or even a blog post.
Lead nurturing through automation
The goal of lead nurturing is to interact with leads and develop relationships with prospects. Attracting, educating, and guiding them into conversion are the keys. Here are a few lead nurturing automation techniques to consider.
- elicit replies depending on internet visitor activity
Triggered campaigns in an automated marketing system are launched when a lead satisfies certain requirements you specify. You may, for instance, send an outreach email to site visitors who download any of your stuff. By doing this, you merely maintain the momentum and raise the likelihood that potential customers will click, engage, and ultimately make a purchase.
- Transmit pertinent content
A marketing automation system creates segments for each visitor or leads based on their online activity, including the pages they visit, forms they fill out, links they click, their demographic information, and more. One of the best methods to target your content through segmentation is to be relevant.
- Score leads and identifies potential customers.
Your leads’ inclinations to buy are revealed by their lead scores. The likelihood that they will purchase increases with the score. You may track where your prospects are in the sales cycle by automating the lead scoring process. This will help you identify which leads to concentrate on and how to nurture them so they become paying clients. Your leads can have parameters assigned to them that give them scores, and once they meet a cut-off, they are qualified. Then, you can configure your sales team to get automatic notifications whenever a lead qualifies.
Making your automated messages more distinctive
Personalized greetings now go well beyond simple “first names.” Marketing automation can attain the long-sought ideal: the right message to the right person at the right time by running on data-driven insights and tracking intent signals. Marketing automation can assist you in successfully personalising your marketing communications based on the target demographic and your business goals, depending on:
Industry: content that is tailored for a certain industry area.
Account: Tailored information for a certain prospect company.
Stage: Individually tailored material for each stage of the purchasing process.
Automating customer retention strategies
A thorough retention plan based on ongoing engagement is the first step in raising client retention rates. You may actively engage with customers and promote brand loyalty by automating your strategy. The three methods listed below will help you increase retention:
- A welcoming onboarding
Despite the high-touch nature of B2B transactions, a welcome email series can positively influence your customers’ perceptions even before you start working with them. More than one welcome email is sent as part of the onboarding process. For instance, you might include the points of contact in an email campaign when you close a new business. By sending the consumers the first welcome emails, you automate the campaign. You may follow it up periodically with emails that provide helpful information, your contact details, etc.
- Getting back in touch with lapsed clients
It’s common for some of your clients to become less engaged as your customer base expands over time. You can choose how to nudge these consumers back to business with the use of automation. You can use marketing automation to automatically note inactivity and create pertinent touchpoints. Effective examples include providing a special discount, a gift with purchase, or a coupon.
- Customers’ experience is smooth
You may identify spots of friction in your client experience with automation and fix them before they come up again. Consider the scenario where you get several client reviews. An automation system could send a notification to a customer support agent to step in and take control in the event of a neutral or unfavourable reaction. Similar to that, a favourable answer can result in a request for a testimonial.
These are just a few examples of how B2B organisations may employ marketing automation to create customised and pertinent consumer touchpoints. Another advantage of this technology is that mid-sized and even tiny enterprises may now quickly use marketing automation. Create a plan, and marketing automation will carry it out on your behalf!