{"id":2813,"date":"2016-11-04T09:25:28","date_gmt":"2016-11-04T09:25:28","guid":{"rendered":"http:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/?p=2813"},"modified":"2023-08-14T17:59:19","modified_gmt":"2023-08-14T17:59:19","slug":"new-approach-to-marketing-automation-strategy","status":"publish","type":"post","link":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/","title":{"rendered":"New Approach To Marketing Automation Strategy"},"content":{"rendered":"<p>79% of top-performing companies have been using marketing automation for more than 2 years. 63% of companies, growing faster than their competitors, are marketing automation users. Companies using <strong><a href=\"https:\/\/www.salesmanago.com\" target=\"_blank\" rel=\"noopener\">marketing automation<\/a><\/strong> generate twice as many leads as companies who use just email software.<\/p>\n<p>These statistics speak for themselves. Trend is clear &#8211; more and more companies discover marketing automation potential for their business and wisely adopt it. If you don\u2019t want to fall off the track, you should give it a try. However, before you decide on investing in marketing automation software you come to the point where you need to make some decisions on what type of marketing automation tools would fit your business best!\u00a0 Which functionalities will work for you? What channels your target group use the most? But on the top of this remains the question: What type of communication strategy is the most effective for your business growth? It depends on the type of transactions you perform at your B2B or B2C commerce.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#B2C_in_need_of_exclusively_designed_marketing_automation_tools\" >B2C in need of exclusively designed marketing automation tools<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#Customer_Value_Marketing_%E2%80%93_powerful_strategy_for_B2C_business\" >Customer Value Marketing &#8211;\u00a0 powerful strategy for B2C business<\/a><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><ul class='ez-toc-list-level-5' ><li class='ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#%E2%97%8F_real_growth_of_revenue_and_sales_by_marketing_operations_focused_on_building_customer_value_customer_expenses_and_profitability_over_time\" >\u25cf real growth of revenue and sales by marketing operations focused on building customer value (customer expenses and profitability over time)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#%E2%97%8F_revenue_maximization_from_every_captured_customer\" >\u25cf revenue maximization from every captured customer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#%E2%97%8F_marketing_campaigns_adjusted_to_ever-changing_customer_value\" >\u25cf marketing campaigns adjusted to ever-changing customer value<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-5'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#%E2%97%8F_distinct_marketing_strategies_to_different_customer_groups_based_on_their_purchasing_activity\" >\u25cf distinct marketing strategies to different customer groups, based on their purchasing activity<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-1'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#Try_SALESmanago_free_for_30_days\" >Try SALESmanago free \nfor 30 days<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/new-approach-to-marketing-automation-strategy\/#wwwsalesmanagocom\" >www.salesmanago.com<\/a><\/li><\/ul><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"B2C_in_need_of_exclusively_designed_marketing_automation_tools\"><\/span>B2C in need of exclusively designed marketing automation tools<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>B2B businesses don\u2019t need to focus to the same extent as B2C on building strong relations through their websites. Why? B2B connections are very often built \u201coffline\u201d and are meant to last for a long time. It\u2019s simply ineffective to change the business partners often. The opposite: reliable, long lasting partnerships is what companies are looking for.<\/p>\n<p>B2C business is totally a different story. Customers are chasing best (latest, cheapest) products and don\u2019t care about spending much time on this; they simply like it. Why? Buying plays a similar role for today\u2019s society, as hunting played for our predecessors from the stone age period &#8211; it\u2019s a vital part of our existence. Individual customers love surfing and shooting the best pray.<\/p>\n<p>What defines individual purchases? Most of the time they are immediate, impulse and illogical. Customers like these are not looking to build strong relationships with the seller. As one can imagine, this is much different from the characteristic of B2B purchases: well planned, products chosen after deep analysis and consultation from several sides. That is why when choosing marketing tools for B2C we need to think outside of the B2B box.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Customer_Value_Marketing_%E2%80%93_powerful_strategy_for_B2C_business\"><\/span>Customer Value Marketing &#8211;\u00a0 powerful strategy for B2C business<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Surprisingly, the key players within the branch of marketing automation keep offering the same products for B2C consumers as for the B2B ones.<\/p>\n<p>However B2C businesses need an exclusively designed marketing approach, a strategy which would concentrate on building long lasting relationship between seller and customer, as the latter is not interested in this process itself.<\/p>\n<p>A powerful strategy focused on retaining customers is Customer Value Marketing. It focuses on lead retention instead of lead generation, while aiming at building the highest value of a customer over time and in practice, on maximizing return on investment per customer profit maximization from each and every customer. The main method which enables achievement of this goal is the RFM analysis (Recency, Frequency, Monetary). It takes into account not only the traditional monetary aspect of purchases, but adds to this also their recency and\u00a0 frequency. This way RFM analysis provides data which makes it possible to adjust the offer to the customer\u2019s behavior. The main outcomes of implementing the CVM approach are:<\/p>\n<h5><span class=\"ez-toc-section\" id=\"%E2%97%8F_real_growth_of_revenue_and_sales_by_marketing_operations_focused_on_building_customer_value_customer_expenses_and_profitability_over_time\"><\/span>\u25cf real growth of revenue and sales by marketing operations focused on building customer value (customer expenses and profitability over time)<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<h5><span class=\"ez-toc-section\" id=\"%E2%97%8F_revenue_maximization_from_every_captured_customer\"><\/span>\u25cf revenue maximization from every captured customer<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<h5><span class=\"ez-toc-section\" id=\"%E2%97%8F_marketing_campaigns_adjusted_to_ever-changing_customer_value\"><\/span>\u25cf marketing campaigns adjusted to ever-changing customer value<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<h5><span class=\"ez-toc-section\" id=\"%E2%97%8F_distinct_marketing_strategies_to_different_customer_groups_based_on_their_purchasing_activity\"><\/span>\u25cf distinct marketing strategies to different customer groups, based on their purchasing activity<span class=\"ez-toc-section-end\"><\/span><\/h5>\n<p>&nbsp;<\/p>\n<p>To wrap-up this article let\u2019s come back to its main question: Why you should stop using B2B marketing automation tools for your B2C business? That\u2019s because B2C customers differ a lot from the B2B ones. Their purchases are spontaneous and in most cases, they don\u2019t look for a long time relationship with marketer. That\u2019s why one should put much stronger focus on lead retention when it comes to B2C customers. The answer to this need is a recently developed Customer Value Marketing strategy, aiming at creating the highest value of a customer over time through running continuous marketing automation processes. Its powerful tools such as RFM analysis makes the tough goal of lead retention attainable.<\/p>\n<p>&nbsp;<\/p>\n<h1 class=\"ls-s-2\"><span class=\"ez-toc-section\" id=\"Try_SALESmanago_free_for_30_days\"><\/span>Try SALESmanago free<br \/>\nfor <b>30 days<\/b><span class=\"ez-toc-section-end\"><\/span><\/h1>\n<h3><span class=\"ez-toc-section\" id=\"wwwsalesmanagocom\"><\/span><strong><a href=\"https:\/\/www.salesmanago.com\" target=\"_blank\" rel=\"noopener\">www.salesmanago.com<\/a><\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>79% of top-performing companies have been using marketing automation for more than 2 years. 63% of companies, growing faster than their competitors, are marketing automation users. Companies using marketing automation generate twice as many leads as companies who use just email software. These statistics speak for themselves. Trend is clear &#8211; more and more companies discover marketing automation potential for<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[19],"tags":[272,271,273,274],"class_list":["post-2813","post","type-post","status-publish","format-standard","hentry","category-business","tag-email-marketing","tag-marketing-automation","tag-salesmanago","tag-value-marketing"],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/posts\/2813","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/comments?post=2813"}],"version-history":[{"count":6,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/posts\/2813\/revisions"}],"predecessor-version":[{"id":6028,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/posts\/2813\/revisions\/6028"}],"wp:attachment":[{"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/media?parent=2813"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/categories?post=2813"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.maria-johnsen.com\/multilingualSEO-blog\/wp-json\/wp\/v2\/tags?post=2813"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}