From AI-powered live chat functions to a wealth of possibilities in relationship email marketing, marketing automation is poised to greatly improve the B2B customer experience while making life easier for B2B marketing and sales teams.

1. FOUR WAYS
YOUR B2B BRAND
CAN IMPLEMENT
AUTOMATION

2. Marketing automation is cropping up all over the
digital marketing landscape, and with good reason.
The emerging marketing technology has a reputation
for being an extremely valuable tool, capable of
both improving the customer experience and
lightening the workload for B2B marketing and sales
teams. Ahead, we’ll cover four ways you can integrate
automation into your marketing efforts today.

3. LEAD NURTURING

4. Did you know that approximately 96 percent of the visitors to your
B2B website are not ready to purchase? But they may be willing
to provide their contact information to begin a relationship with your
company. When they do this, having an automated email strategy
in place is a great way to begin building rapport with them without
putting a huge tax on your email production team. Your strategy
should be simple and content-based, focusing on email opens as
a KPI for determining each user’s unique email communication path.
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5. AUTOMATED WEB CHAT

6. Installing an AI-powered live chat function on your website (and on
the social platforms with this capability) is a great way to give your
customers and prospects a way to ask questions and interact with
your brand without having to have a person monitor the chats at all
hours of the day. Live chat has quickly become a standard expectation
for customers and it’s a platform worth investing in for B2B marketers
in the face of rising acquisition costs.
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7. CUSTOMER ON-BOARDING

8. Once you’ve brought in a new customer, it is imperative to get
them familiar with your products and/or services and equipped
with the knowledge necessary to use them to their full potential.
Without taking this step, retaining these new customers will be that
much more difficult. As with lead nurturing, this challenge can be
addressed via an automated email campaign meant to serve as an
exhaustive course on how to make the best use of your business.
Like everything else in this presentation, doing this can heighten
customer engagement while minimizing how much your sales or
marketing teams are taxed.
8© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

9. CUSTOMER REFERRAL
PROGRAMS

10. When it comes to capturing new clients, few things are as
powerful for your brand as a referral from an existing customer.
Most consumers trust recommendations when they come from a
person they already know. Make use of this insight by putting your
existing customers on a rewards-based referral program. This can
also be achieved through automated email, sending out offers to
customers who are able to refer a friend. Bonus: Automation can
also be used to track the referrals that come in and from whom.
10© Copyright 2019 by the Association of National Advertisers, Inc. All rights reserved.

11. How Cineplex Is Using Automation to
Increase Conversions and Generate Millions
The Future of Automation in Marketing
Driving Value with Marketing Automation
Want more great insights on how automation
will change marketing? Our Marketing Knowledge
Center has plenty of reading on that: