Integration of automated marketing tools in the marketing technology stack can revolutionize the B2B presales workflows by simplifying them and enhancing the customer experience.
B2B buyer’s journeys are intricate, complex, and long. Multiple decision-makers are involved in the purchase decision process with multiple touch points. B2B marketing teams tend to overlook customer experience. Even though B2B enterprises are looking for business from other organizations, they tend to forget in the end that they are interacting with humans at the other end.
CMOs should consider customer engagement as one of their top priorities throughout the client lifecycle. The customer experience (CX) also plays a crucial role in B2B purchase deals. Because B2B buyers today expect a top-notch customer experience and want to be an active participant in the purchase process. Embracing automation in the marketing tech stack is one of the most effective ways to enhance the customer experience and reduce the workload on the CX teams so that they can completely focus on client interactions.
Embracing marketing automation throughout the customer lifecycle
Marketing automation in the awareness stage
When a B2B buyer is exploring the market to look for a solution to overcome their business challenges, they are actively scrutinizing available solutions in the marketplace. Enterprises with similar products should be able to tap into such a potential customer base at the right time to create awareness. Designing and implementing an effective paid digital marketing strategy on relevant channels will help to create awareness in the total addressable market.
Automated marketing tools will assist enterprises in designing and publishing content on all the relevant digital media platforms. These automated marketing platforms centralize end-to-end digital marketing right from launching ads on all the channels and monitoring their performance.
Also Read: Three Cornerstones for Better Customer Experience
Marketing automation in the consideration stage
CMOs should consider implementing an effective customer engagement workflow during the consideration stage to increase the conversion rates. Because when the prospect is in the consideration stage, the engagement happening at this stage is supposed to be more personalized. B2B enterprises can implement robust automated marketing tools integrated with Artificial Intelligence (AI) and Machine Learning (ML) to customize their client interaction. Moreover, embracing automated chatbots to resolve customer queries will assist in enhancing the customer experience. Email blasts with personalized offers and services might help to create urgency and minimize the sales cycle.
Marketing automation in the conversion stage
The conversion stage is one of the most crucial steps in the B2B purchase journey. CMOs should consider designing and implementing efficient presales campaigns by prompting Call to Action buttons (CTAs) to ensure the prospect reaches this stage. Utilizing automated marketing tools will help to convert Marketing Qualified Leads (MQLs) to Sales Qualified Lead (SQLs). It is a perfect way to narrow the sales funnel and enable the sales team to target the right customers to increase the customer base. CMOs should consider streamlining the sales process to enhance the customer experience. Automated marketing tools will help to reduce friction in the sales process.
Marketing automation in the after-sales process
After the sales are made, the relationship between the business and the client does not end there; Instead, it is a start. B2B enterprises need to ensure they develop a personalized relationship to have a higher customer retention rate. It is essential for all the businesses to suffice and over exceed the customer expectation to develop a long-term relationship to increase the cross sale and X sale opportunities. CMOs should consider implementing automated marketing tools to enhance the after-sales service. Organizations that are able to set efficient after-sales workflows might be able to skip the awareness and consideration stages to start concentrating on the conversion stage for referral businesses.
For more such updates follow us on Google News TalkCMO News. Subscribe to our Newsletter for more update
