The secret of effective marketing is to scale without increasing costs. What is the answer to this dilemma in most cases? Automation! However, this begs the question – how do you automate your B2B customer journey without depersonalizing? Consumers on every scale are demanding more of a personalized experience. With all of the choices they have today, you have no other option – you must comply.
Let’s take a look at how you can automate your B2B marketing throughout the customer journey without losing your narrative or overpaying for labor to personalize the process.
Automation Must be Gripping!
Just because you are automating a part of your marketing does not mean that it becomes less gripping or personal to your target audience. As a matter of fact, you should be using automation to increase the personal touch and the immersion that your prospects feel for your campaign.
How is this done?
Modern outreach software has more than enough power to place a personalized message in each and every cell of an automated list. It is up to you to set the appropriate segmentation parameters according to behavioral analysis and demographic information. The only human element that you should reduce is the human error that invariably occurs with manual input.
Precise targeting with no human error should give you higher open rates and call-throughs. From there, you can rely on the acumen of your highly trained sales team to close deals.
Automation Means Changing the Entire Marketing Campaign!
The last thing that you want to do is try to automate the same marketing campaign that you already have. When the methodology changes, other aspects of the process must change as well.
The first aspect of marketing to change must be your data grabs. Automating these processes should provide you with more data that is also verifiably more accurate. A consistent process for your opt in pages and pop up windows should net you a higher instance of completed forms, especially if you automate a rewards package for successful completion. This is more than using automation tech to pull from a list.
Furthermore, you should look to align the data you receive from many different sources. When you automate data grabs, you will be able to manage more of them without direct oversight. This means you should get more data from the same amount of work, which will lead into more precise buyer profiles and customer trend lines.
Use More Data to Create Better (Automated) Experiences!
People fit into a herd mentality more than they would like to admit. If you get the right information on the right people, you don’t need “personalized” outreach for every single customer. Those who fit in the same buyer profile likely respond to the same outreach effort. With the customization options that you have in today’s automation tools, you have everything you need to simulate personalized attention without paying for it.
Again, the core of success here comes down to the information. Do you have the data for your target audience at every point during the hypothetical customer journey? If not, where does your insight stop? Focus your automation efforts on that part of the process. Get the data first, and the outreach will follow from that. Find the trends to group similar prospects together – this is how you scale outreach without scaling expense reports.
