Merchants are becoming more empowered to sell to companies online, while customers have unprecedented access to the products and services they need to grow their business. Frost & Sullivan’s forecast for global eCommerce worth is jaw-dropping: $6.6 trillion by 2020. Similarly, eMarketer states that B2B eCommerce sales will have “explosive growth” in coming years, totally eclipsing revenue generated from the B2C market. With serious money up for grabs, the time has come for B2B marketers to digitalize their marketing efforts and ensure they meet the needs of their online audience.
Perks of Automation.
Automation is the key to supercharging these metrics and capitalizing on eCommerce growth. It enables B2B marketers to trigger powerful messages that compel subscribers to act according to their individual paths to purchase.
Target Audience – The trick here is that identifying a target audience in B2B can be a bit more difficult than it is in B2C.
The B2B buyer is also a B2C buyer after-hours. So, it’s super-important that their route to purchase is as smooth and as streamlined as B2C.
Email Blasting is Dead – It’s all about targeting your prospects with the right message at the right time , It’s essential to pair USPs with the requirements of B2B customers. Failing this, you’re unlikely to ever reach the needpayoff stage of the sale
Content: A simple word, Words are but pictures of our thoughts, B2B users are busy enough, The more emails we send, the more they going to trash it. so it’s important to curate messages with content that matters to them and their business. While price has traditionally been the most influential factor in a purchasing decision, content is becoming a strong contender
5 Step process.
The below are the 5 step process that are pillars of Marketing Automation.
Welcome Program.
In the welcome program, we will need to,Introduce the brand and its USPs (Refer above Picture for USP)
Ask for preferences to tailor the customer experience , iIt’s crucial to strategize the welcome series and apply it to the business. Think about the information you’ll need to ask subscribers to make their long-term journey highly relevant. Data – such as job role, company type and business objectives – can help B2B marketers transform communications into personalized experiences that forge meaningful connections.
Nurture your customer.
Now before we start nurturing there are some pre-requisites.
Setting the Right Goals,
Self Questioning..
- What does the customer journey look like today, and where are the drop-offs happening?
- How many customer segments are there, and how do you talk to them differently?
- What is your product range and goals for each product?
More Questions.
- Does it help you meet your goals and develop long term relationships with customers?
- How far can it scale beyond your current customer base?
Abandoned Cart Program
The cart recovery program is a tried-and-tested quick win for B2Bs, delivering sensational results every time. It’s a simple triggered campaign to implement and is proven to get deals over the line.
Top tips for an effective B2B cart recovery email:
Quick calls here,
- Send the email within 24 hours of the abandoned action
- Pull in product details and imagery to contextualize the message
- Direct subscribers back to their cart with an eyecatching call to action that’s above the fold , A Catchy sample Below,
After sales Program
To deliver a smooth aftersales journey, We should:
- Thank customers for purchasing with you over a competitor
- Ask for a product rating and review of the service experienced by customers
Loyalty Program
We all know this and so keeping this short and simple.The premise of a loyalty program is to reward valuable customers, encouraging them to cement their custom and spend more with you
To generate loyalty among customers:
- Award them with bonus points or a special gift every time they buy
- Invite them to exclusive events that will add value to the business relationship
- Offer perks that incentivize them to spend more or upgrade their package
There is nothing more to sum up , I have already consumed enough of your time here.There are various other techniques which can be used in Marketing Automation. But the above are the must have’s that I would think off..
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