When you think of marketing automation, it is generally linked to B2C web shops. However, you can also use marketing automation for your B2B webshop. Ideal for increasing your leads and / or sales.
As the term indicates, marketing automation is the automation of marketing activities with the help of software. In this way you get a complete picture of the customer journey of the customer: from orientation to purchase. This allows you to reach people at the right time and, for example, show them relevant, valuable content.
Marketing automation for B2B Commerce
It is important to keep in mind that not everyone in your target audience needs the same information at the same time. Therefore, think carefully in advance who your target group is and possibly create segments within this.
With the tips below, you are in any case on the right way to effectively use marketing automation for your B2B e-commerce shop.
Segment target audience
Do your products or services appeal to a specific target group? Then try to make a segmentation for this. How? Through personas! In this way you get to know your target group well and you know how, with what and when you can best approach this target group.
Mapping the customer journey
Map the customer journey. This provides insight into what people are looking for and what they need.
Measuring is knowing!
A piece of cake, but incredibly important! Measure the results of the marketing automation activities. Based on those results, you can start a follow-up campaign and personalise this campaign.
Share relevant content
Earlier it was discussed that sharing relevant content can be extremely effective. For example, write about certain themes that are important and relevant to the market in which your B2B company operates. In this way you not only show potential customers that you understand your business, but you also build a relationship with them.
Use the correct tools and / or software
Marketing automation saves you and your colleagues a lot of time and work when you use the right software or tools. You can think of automated tools for sending newsletters. Check carefully in advance which tools or software meet the wishes and needs of you and your company.
How can you apply marketing automation?
There are some tasks / processes to which you can apply marketing automation well. For example, think of:
A / B testing of landing pages or use of color of call-to-action buttons
Gain insight into who visits your website
The automatic sending of mailings for specific target groups
A chatbot that can provide visitors with answers to frequently asked questions