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B2B vs. B2C Marketing Automation

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What's the difference between B2B and B2C marketing automation?

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B2B vs. B2C Marketing Automation

  1. 1. By Reagan Cook
  2. 2. There are over 200 different marketing automation solutions on the market.
  3. 3. Most are operating as vendors to large B2B brands.
  4. 4. 53% of B2B Fortune 500 companies use marketing automation technology, which is around 5 times the adoption rate of companies overall. (Pardot)
  5. 5. Why is Marketing Automation so popular in the B2B space?
  6. 6. The short answer: Marketing automation was purpose-built for B2B marketers.
  7. 7. Pioneered by Toronto-based start-up Eloqua in 1999, marketing automation was created to: • Help generate and qualify sales leads, • Shorten sales cycles, • Demonstrate marketing accountability.
  8. 8. B2B marketing automation expanded quickly in the early 2000s, but saw little cross-over into the B2C realm.
  9. 9. The main reason being that, despite B2C marketers possessing larger budgets and greater advertising tools, they were held back by an inability to capture detailed customer profiles at scale. Thankfully this paradigm is shifting.
  10. 10. Advances in technology have opened the door for B2C brands and helped unify the marketing community around a shared vision of one-to-one communication. That’s not to say there aren’t still important differences…
  11. 11. What’s the difference between B2B and B2C marketing automation?
  12. 12. Many of the world’s largest consumer facing brands are leading the charge towards B2C marketing automation.
  13. 13. In 2013, Microsoft began using automated nurturing campaigns to sell their software products. This was an important milestone for B2C marketing automation, because it proved that the platform was valuable for even the world’s largest consumer brands.
  14. 14. And Microsoft is not alone. In fact, most large tech companies are using marketing automation (approximately 76% of SaaS brands in 2013). Other early adopters include the telecommunications and electronics industries.
  15. 15. What is the value of B2C Marketing Automation?
  16. 16. B2C brands have different set of requirements than their B2B counterparts since conversions are done without sales assistance.
  17. 17. Rather than ‘scoring’ leads, consumer- facing-automation focuses on building detailed customer segments to help brands better communicate on a more personal level.
  18. 18. At Bridg we help enterprise brands understand their customers so that they can build loyal, long-term relationships.
  19. 19. With our platform you can keep up with the individual preferences of your audience, regardless of scale.
  20. 20. You can track who reads the most emails, who engages the most on Twitter, and who spends the most time on your website. From there, they can send personal messaging to each behavior segment; disengaged customers, brand promoters, unhappy VIPs, etc.
  21. 21. If you have a great email campaign idea but don’t know who to send it to, B2C marketing automation will provide you with an answer.

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