The link between sales and marketing and how they cooperate has always been a challenge in the B2B landscape. Conventional marketing was almost a side supporter, solely aiming to increase sales through repeated actions from the channel owner’s side. After the emergence of B2B marketing automation technologies, our landscape of relationships has drastically changed. Since these relationships are now reciprocal interactions, B2B marketing automation platforms like Apex Loyalty became prominent because they are taking the communication aspect seriously.
Apex Loyalty has proven to create flourishing domains where sales and marketing efforts could merge to breed exceptional engagement ideas. The market dynamics tell us the focus is now the customer experience, rather than the product. The customer experience itself has lived through a radical transformation as well. To make better sense of it, let’s have a closer look at the evolution of customer relationship management (CRM).
With the emergence of CRM tools, chains of processes began to evolve. This notion led to a transformation in all business aspects, making marketing, a powerful ally of sales, earn its new place. Marketing automation, and eventually digital marketing, shifted the role of it to a better and fair position. There, it and sales reciprocally nourish each other, instead of becoming a burden for one another.
With the power of CRM and the visibility it provides, smart B2B marketing automation became a powerful tool. For channel forecasts, increasing sales, and many other functions, we have a flexible tool at hand. But what is so special about new-gen automation software that makes CRM thrive better, though? Let’s have a look.
As for the first stages of CRM, we can think of the initial software as a mechanism that would enable us to reach and keep customers within a database. Email systems based on CRM would enable you to reach masses with a single and generic message. When B2B marketing automation came on stage, it became possible to construct campaigns on the basis of user patterns and segments. The customer insight here did not only come from the CRM data in a one-dimensional manner but from various data from across many depths of a business, in order to be later reconstructed to cater to each department in return.
Today, the duo has a more integrated presence, with expanded functionalities.
If we implement them correctly, we can create domains where sales and marketing in B2B can grow together. This will also help us tailor a single look for the customer’s end. Let’s look at these possibilities closely.
Technically speaking, marketing automation is a software that automatically sends emails to your channel. These emails consist of materials you define on the basis of rules that are compatible with your goals. Compared to traditional mass e-mailings, marketing automation is more about customer experience instead of plain product presentations. Utilizing its dynamics you can design relevant and personal experience for channel members, as well as the end buyer.
You can do this manually, where you can sort users in particular lists or segments. This can happen according to your interpretation of their behavior patterns. These patterns may include a variety of interactions, including where they choose to engage with your brand, and how.
Once understood properly, the questions “when”, “where”, and “how” are useful for pointing out elements that shape the very patterns.
On the other hand, you can also design a mechanism of automatic actions that are prompted when a user does a particular thing. Again, this feature is home to adjustable varieties, that start with a user action. It can be a purchase, signing up for a newsletter or any other content, or sharing your content.
With different goals for different industries, come new opportunities are possible by B2B marketing automation. However, even behind the smartest technology is us, humans, as decision-makers. Today’s business climate does not only bring competition but also requirements to keep up with the digital age uncertainties. Therefore, choosing the software that embodies an agile mindset is crucial.
Apex Loyalty cares the most about creating a unique B2B channel environment on the basis of personalization. Its dynamic rules engine, in other words, its foundation, lets you create targeted content for a vast variety of options that will result in authentic marketing material.
Thanks to the same B2B marketing automation framework, you can also set gamification functions. Gamification is a fun way to spice up any automation that would otherwise have a mechanical feel to it. The same applies to rewarding opportunities that you will be able to provide your channel on Apex Loyalty platform. These rewards also serve as educational tools that add another function to the total automation process.
Either through education or gamification, the main concern is being in touch and on the same page. With Apex Loyalty, you not only make the most of your existing CRM data but also leverage it towards a complete customer experience for both your channel and your end buyer.
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