What is Marketing Automation?
Marketing Automation consists of the use of software that automates the activities related to this area: e-mails, campaigns, publications on social networks, etc. This not only contributes to increased efficiency, as tasks are greatly facilitated, but also provides a much more personalized user experience.
Therefore, the goal of these tools is to simplify and streamline many of the more mechanical and tedious responsibilities of departmental roles such as marketing and sales, allowing them to focus on growing the business.
Why automate marketing processes?
More and more companies are joining automation of their processes, but do you know why? but do you know why? Both the top ranks of B2B and B2C companies have integrated this technology into their growth strategies for one clear reason: the profitability it brings.
This profitability is directly related to two key aspects:
- An increase in productivity.
- A reduction in human error.
What other benefits does it provide?
- Higher yields.
- Boosts the capacity to generate potential customers.
- Multi-channel view of potential customer behavior.
- Increases alienation in achieving marketing and business objectives.
- Improved lead conversion and ROI.
- Customize the buying cycle offering the user the perfect content depending on the state in which he/she is.
Differences between B2B and B2C Maketing Automation
1. The purchasing process
| B2B | B2C |
| High product or service prices. | Low prices. |
| Increased complexity in purchasing. | Less complex implications. |
| Long and thoughtful sales processes. | Short and/or impulsive sales processes. |
2. Frequency of purchase
| B2B | B2C |
| Low frequency. | Likely repeat purchase in the short term. |
3. Lead profiling in marketing automation
| B2B | B2C |
| Specific and defined profile. | Broad public. |
| Company position, size and specific sector. | Potential customers of great diversity. |
4. Content strategies
| B2B | B2C |
| Lead nurturing chains. | Recurring communications. |
| Messages spaced out over time. | Repeated nurturing to encourage further or repeat purchases. |
| Educational content to accompany the decision making process. | Knowing consumer behavior. |
| Reengage with the prospect in case they are still interested if they have not converted. | |
| Personalize the purchasing process. |
5. B2B and B2C Marketing Automation Examples
| B2B | B2C |
| Visits to relevant pages. | Welcome email. |
| On-boarding of new customers. | VIP customers and rewards for loyal customers. |
| Nurture potential customers with information of interest. | Birthday greetings and other events of importance to the user. |
| Maintain the subscription rate. | Tracking of your purchases. |
| Reward brand ambassadors. | Reminder for repeat purchase with new or interesting information. |
| Send resources as business support. | Ask about the shopping experience. |
| Basket management and reorientation. |
6. Shared objectives
- Enhance brand image and stay in the mindset of users in their purchasing choices.
- Offer a good subscription experience, personalizing the content of the purchase cycle.
- Obtain valuable data to analyze campaign performance and improve lead generation processes.
- Be much more efficient and increase revenues.
Conclusions
Having marketing automation implemented in your business will always be a good decision. Its capacity to adapt to each sector, whether B2B or B2C, enhances the different areas of the company, guaranteeing its growth.
At Correcta we are partners of different CRM solutions that will help you be more profitable. Would you like to know the options? Call us!
