Automated Email Marketing Gets Personal in B2B Relationships

  • Categories:

    Marketing Automation

  • Date:

    March 8, 2022

Automated Email Marketing Gets Personal in B2B Relationships

Marketing Automation

We’ve all been there: on the couch, wrapped in a blanket, an empty chip bag beside us as the screen goes black and the season finale of our latest Netflix binge ends. The credits begin to roll, and with it comes a sense of deflation. Now what? Back to the real world? Post-series depression sets in. (Yes, it’s a thing.) But what’s this? Netflix feels our pain and serves up three similar shows to fill the void. We select one and snuggle back in. All is right in the world.

OK, so while that may be a bit exaggerated, it does exemplify the power of automation in today’s B2C interactions: immediate and personalized. Whether it’s from Netflix, Facebook, Amazon or Google, consumers expect quick, simple, tailored interactions with their favorite brands. And this expectation is becoming more prevalent in the B2B space.

B2B Customers Want the B2C Experience

Surprise: businesses are people, too. Well, they’re made up of people who are used to customized marketing interactions, from product recommendations on Amazon to dinner suggestions from their favorite delivery app.

Personalization is a huge buzzword in marketing, but it holds a lot of weight, especially with millennials and Gen Zers. Nearly 90% of those demographics expect a high degree of personalization from brands.* But this can be tricky when it comes to business interactions. According to Adobe research, only 29% of marketers are using personalization in B2B interactions.

Convenience and Efficiency Require Data

Experts predict that investments in marketing automation will increase approximately 300% by 2026, signaling the growing demand for customized, convenient interaction in B2B relationships. However, to personalize marketing interactions, companies need data to predict customer behavior.

There is no doubt that collecting, managing and analyzing data can be difficult and time-consuming. Since there’s no national data privacy law and regulations vary from state to state, staying up to date and in compliance can be a drain on resources. Nevertheless, creating a comprehensive, effective marketing automation plan requires good data, especially when engaging in B2B marketing.

Automation in B2B Email Marketing Has a Bright Future

Email is alive, well and squarely in favor among marketers. Over the past few years, its popularity increased. In 2019, 13% of marketers stressed email as an important channel; that number jumped to nearly 40% in 2021.

Fortunately, 65% of marketers report that their current email marketing plans include automation, so they are already on the road to success. While many companies report using automation for more basic purposes — such as triggered emails and nurturing emails — collecting and analyzing customer data can help them move toward more complex uses, including personalized content as well as data hygiene and contact management.

Build a Solid Foundation, But Don’t Be Afraid to Experiment

Data is the foundation of personalization, and once you have it, there are many ways you can use it. It can be daunting to implement a new campaign, but with automation, the cost of asking a question or testing a hypothesis before implementation is low.

Note: All data is from eMarketer and Adobe’s webinar, The Future of Marketing Automation and Email Marketing.

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