For all sorts of businesses today, Marketing Automation is an important element for all marketers. Today, two-thirds of marketers are using marketing automation tools to boost their businesses and optimize their workflow. Not only does it help in centralizing the marketing activities but also automating the process to an extent. Since the centralization appeals to both B2B and B2C companies, the way it works in both sectors is different.
Marketing Automation is a trend that won’t pass and will stay for long. It is because of the tools that make ongoing communication easier along with on-going customers possible. Marketing automation is truly changing the game when it comes to sales and conversions. Here are a few stats to have a look at:
Marketo says, 91% of the successful users agree that marketing automation is very important for the overall success of their marketing programs. Adding to this, 25% of respondents in a survey rated their marketing automation strategy as ‘very successful’. You can check here why Marketo is an ultimate marketing automation platform.
HubSpot says, 68% of businesses use automation in some way. And, of those who are automating marketing, 23% are automating their content delivery.
Pardot says marketing automation helps B2B companies reach and engage prospects in many ways, including Email marketing, social media marketing, inbound marketing, digital advertising, and more.
B2C marketing automation comprises automated marketing messages and campaigns targeted to both individuals and business audiences. The B2C marketing automation is personalized as it aims at an individual's specific customer journey. B2B marketing automation aims at delivering mass-oriented content using a pre-established sales funnel. To understand the difference between B2C and B2B marketing automation, refer to the image below:
The popular marketing automation tools comprise HubSpot, Marketo, Pardot, MailChimp, ActiveCampaign, etc. However, there are several marketing automation software available in the market. We find these five the best as they allow you to use your lead’s behavior to give a personalized touch to your emails, content, and outreach at scale. Be it lead scoring or CRM updates, these marketing tools are easy to get familiar with. To ensure you are using these tools at their best, have a look at this checklist to see if you are making the best use of marketing automation.
Further, we have shared a few benefits of using marketing automation platforms as a B2C marketing tool in detail. Let’s have a look at it.
With the cut-throat competition, marketing automation software can help with:
We all know that customer satisfaction is the key to success for every business. Unfortunately, it’s a long-term goal and most of the time gets overruled by short-term financial pressure. The field sales team may be good for a better conversion rate but, when it comes to customer satisfaction, it’s about timely communication to the right audience with the right information. That can be achieved only when your brand has a centralized information system, which can plan and execute continuous conversation.
In case your brand plans to opt for the sales team and support executives to improve the customer experience, it may lead to inefficiency. For instance, any good Marketing Automation platform that comes with a strategic communication chatbot can enhance the customer experience without human intervention.
The explosion of digital technologies has put shoppers in the driver’s seat, allowing them to access research and compare products. This always leads to a longer buying cycle as every purchase cycle will have the “Evaluate” stage in the buying journey. To gain the competitive advantage, you need to shorten the sales cycle by earning their loyalty with superior journeys, personalized context-based interaction, and ongoing innovation. To achieve all this you need to build a cross-functional (marketing, sales, and support) process, and that can be enabled with automation tools. This cannot be achieved with any CRM alone.
With scaling the business any of the time, you have two options either through people on the problem or through technology on the problem. The latter is more scalable as it is a faster and cheaper solution compared to the first one. And at the same time enables the single source of truth reporting dashboards including Marketing, Sales, and support. Marketing Automation is the need of time to capture the complete marketing value chain, which breaks the funnel to calculate the ROI on various campaigns.
With the enriched information available on the internet, it is very important for any company to reach out to the target audience with personalized content. We would recommend migrating any website which is currently on the static CMS to the CMS which supports dynamic/smart content like HubSpot CMS, which will enable smart/dynamic content communication with the prospects and will reduce the sales cycle.
Every day a new digital innovation is leading us towards adoption, which is a reactive way instead of being proactive. To scale up the business, especially in the B2C industry, you need to keep yourself up in the game and ready to pick any new communication channel, to stay ahead of the curve. Especially in the B2C industry, omnichannel automation communication is the key, which needs to be enabled by the technology to deliver it like an integrated marketing campaign.
Now that you know why marketing automation is the differential factor in B2C businesses. Additional benefits of automation include- keeping your brand at the top, sending personalized targeted messages, increasing efficiency amongst your team, and many more. HubSpot, Marketo, and other automation tools are helpful in improving your brand’s reach, engagement, and conversion.
Please share your thoughts in the comments, how are you using marketing automation or any other AI tool in your company? What kind of results are you seeing after implementing marketing automation in your company? What challenges did you face during implementation or after automation implementation?