Slack's B2B marketing automation model is incredibly successful and you can use it as a case study to inspire automation along your own B2B automation journey. More importantly though, the company data added to the webform is segmented by everything from the reader's business department role, to the company they work at, its size and vitally a company contact email address to help Slack convert a single sign-up into a long term business customer. Once the user clicks the link, they are directed to a webform which will trigger an automated email containing a link to the promised report and confirmation that they have been signed up to Slack's marketing content. The 'get report' CTA pictured here is just the start of using B2B marketing automation to entice leads. B2C automation inspiration for B2B marketing automationīefore we jump into marketing automation for small business, let's look at two B2C companies who use marketing automation expertly: UK bank Monzo and global music favourite, Spotify.
Plenty of automated marketing platforms like Klaviyo, MailChimp and Hubspot are designed specifically for growth marketing across all your marketing channels. Pardot, B2B marketing automation by Salesforce, is perhaps the most popular B2B marketing automation pick. Well, with a marketing automation platform you can. Wouldn't it be great if you could automatically:ġ) Personalize the email subject line and greeting with the business contact's nameĢ) Ensure they get relevant brand content throughout their client lifecycle, with personalized product or service recommendations and promotional offers to position them for another point of saleģ) Monitor their email open rate in their first few months of sign up to learn which business content they enjoy most and the best time of day for them to open your email, via an automated email analytics report This is key if you're an SMB owner trying to get to know your client base better. Example: How B2B automation can improve your email marketing campaignsįor example, from the moment they subscribe to your email marketing list you likely want to keep new sales leads engaged with your marketing content.
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