Marketing Automation is a hot subject in various B2B SMEs (Subject Matter Expert) at current. With business directors looking for new ways to boost output, automated marketing is one of the best opportunities to consider. But how can Marketing Automation work for your company? Here are 10 prosperous B2B marketing campaigns.
Automation for Lead Nurturing
1. Welcome Workflow
A welcome workflow marketing automation continuity is a no-brainer for every business that needs to introduce new connections to the business.
The key here is to introduce people to your benefits and clarify what you’re about, rather than trying to force a sale down their throat.
If you try to sell your services straight away, people will more than probably switch off.
This is your opportunity to sell people on who you are and why they should pick your services over a competitors’ from a profits point of view.
2. New Service Launches
This can make absolute sense for any business starting a new product or service, or also just repackaging an old one.
The most reasonable thing to do here is enrolled people into an email chain who have shown an interest in a similar service already, as well as enrolling current buyers who have bought something that acts as a cross-sell to the new product.
3. Website Behaviour
Website Behaviour sequences are a fabulous idea for any business looking to engage buyers they already have information for who are revisiting the site time and time over.
We touched on this above, but you can definitely have targeted messages go to the customer based on pages they’ve viewed and topics you can imagine they’re interested in.
Aiozium makes this possible through Cookie tracking; whenever new and current contacts revisit your site, Aiozium keeps a record of each page they view in the process.
Re-engagement email chain can be used to grasp the attention of contacts who haven’t opened an email for an extensive period and have performed pretty cold.
You can have a little bit of play with these campaigns, too. I’ve seen businesses use subject lines like “*Knock knock* anybody at home?” before.
This kind of marketing automation campaign isn’t just about re-engaging your contacts though, it’s also about cleansing your data; if people don’t reply to this campaign, we’d suggest you take them out of your list and stop spending time and money on them.
Another excellent marketing automation campaign that can be work is a segmentation campaign.
Segmenting your audience makes it simple to send them content you know is related to them.
The intelligent thing about doing this by a campaign is that you can have the audience do a lot of the legwork for you.
Automation for Deal Closing
6. Success Stories
One of my beloved things about the Aiozium is the Sales dashboard, which lets you drag and drop deals to keep on the head of where the buyer is in the pipeline.
The really intelligent thing about it though is you can use the various deal stage as a trigger for B2B campaigns to go run.
7. Relevant Content
For leads who are already interested in specific products or services of yours, it’s completely worth automating the send of related content to further educate them and narrow down the information they get from you.
Blocking all other emails and concentrating only on the products you know they’re interested in is a numerous way to move them down the funnel and qualify just how interested they are; if they open loads of emails on a particular subject after showing initial interest, you know they’re a pretty hot lead.
Automation for Customer Support
8. Welcome and Next Steps
Marketing automation works way beyond just lead generation and bringing new buyers in.
B2B marketing automation campaigns are also a great way of welcoming new customers.
As soon as someone becomes a buyer, you could have an email go out from the related account manager, letting them know the next stage included in their buying process or even asking them to send over meeting times.
However your company is set up and works, this is an excellent way to kill two birds with one stone, saving time and making the onboarding process correct and personal.
9. Cross and Up-selling Campaigns
Similar to the modern service launch campaign, marketing automation can be utilised to cross and up-sell products to a customer who has already made other purchases.
The important thing to remember about here is timing.
For smaller cross and up-sells then, be sure to trigger emails and connections to get sent throughout the decision-making process and also offer them as part of a package with your other services.
For bigger sales, however, have the connections triggered to go out after a definite period, normally a few months or so.
10. Feedback Surveys and Review Requests
Automating studies and customer review requests are an excellent way to try and make some free customer analysis or updating your rating on key review sites.