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Ch. 1: What are the types of marketing automation?
B2B marketing automation
B2C marketing automation
If B2B marketing automation is all about long sales cycles, businesses marketing to consumers (B2C) is all about convincing potential buyers in a much shorter time frame. Tracking potential customer behaviour to determine messaging strategies is a big part of B2C marketing automation, just as it is in B2B.
The big difference lies in the duration of campaigns. Consumer campaigns need to gain the customer’s interest right away, then keep the road to checkout short, simple, and enticing.
That’s not to say there’s no place in B2C for longer-term approaches to building a customer base. Garnering brand loyalty and trust is vital, as is market education. But the path from prospect to sale in B2C is different from the multi-touchpoint journey of B2B, with its emphasis on product knowledge.
When a B2C customer is passed from marketing to sales, they should ideally have:
- Familiarity with the brand and product set
- A compelling impulse to complete the purchase
In terms of marketing automation, this means a nurturing process that builds brand awareness, and a quick sales process that requires little-to-no involvement from a sales team.
Small business marketing automation
Marketing automation isn’t just for Fortune 500 companies with Fortune 500-size budgets. Automation can be a small business’ best friend, handling tasks and surfacing insights that smaller organisations just don’t have the human resources to tackle. A new breed of marketing automation software for small businesses offers key benefits, plus the ability to grow with your business, without blowing your budget.
A few great reasons to consider marketing automation for small businesses:
- Attract and nurture leads. Capturing leads online starts with developing a great online presence. Automation platforms help with everything from building optimised landing pages, forms, and other site pages, to measuring which of your content engages leads. A good platform can also dynamically guide leads through the right content journeys based on their interests and activity.
- Eliminate the guesswork. Let the data tell you which messaging drives the most engagement, and how often customers actually open and read your emails. By running your campaigns through an automation platform, this data is collected and reported automatically.
- Respond quickly. According to the Harvard Business Review, prospects are seven times more likely to buy from a company that responds to their inquiry within an hour. Why keep customers waiting when an automation platform can ensure that your brand is known for prompt replies?
This is just the tip of the iceberg when it comes to what automation can do for a small business. A well-implemented platform can help your small business marketing and sales teams perform like an enterprise business, but at a fraction of the cost.
Mobile marketing automation
For increasing numbers of people today, a mobile device functions as their main computer. Even office workers who rely on a laptop for creating and presenting documents turn to their phones for most everything else. Mobile marketing automation takes the capabilities of traditional marketing automation and applies them to the mobile era.
This can include a range of features, but generally centers around:
- Personalised, real-time messaging
- Analytics and A/B testing of content
- Integration with apps and other data sources coming from the user’s mobile device
Connecting directly to customers’ mobile devices is a powerful way to build active, personalised relationships, in both B2B and B2C, regardless of the size of your business. Automated mobile marketing can help drive real-time communication and integrate your messaging with other apps and data on customers’ phones, once they have opted-in to your campaign.
The benefits of marketing automation for B2B, B2C, and small businesses are clear. But as we mentioned, automation platforms come in all shapes and sizes. Which software is right for your organisation? Let’s take a look at what to look for in a marketing automation platform in the next section.