It doesn’t take a brainiac to realize that B2B customers would be happiest with a company that is actually helping them to be more successful. Yet Gallup reports that only 29% of B2B clients are actually engaged.
According to Gallup, B2B customer engagement is highest when companies generate both engagement and impact. Impact is defined as “providing a meaningful change in a customer's organization or business model that significantly improves the organization's bottom line.” Basically, the more a business understands its clients and helps them to be successful, the more satisfied the clients are. Whether or not your business is a B2B company, it’s highly important that you know the needs of your clients and cater to them on a personal level. But as any business grows and the number of details to manage multiplies, it becomes increasingly difficult to interact with customers while maintaining a personal touch.
If you are in this situation, marketing automation is a valuable resource, whether you are engaged in B2B transactions or whether you are marketing directly to consumers. And easily one of the best automation solutions available is that offered by GetReponse.
How Can Automation Be Personal?
“Automation” doesn’t have a very personal connotation, so the idea that it helps you maintain connections with your clientele might seem to be counterintuitive. But marketing automation is merely a tool. Its advantageousness lies in how you go about using it.
For instance, it is ineffective and shortsighted merely to send out an email blast to your customers. This tactic is the perfect example of using automation in an impersonal way.
However, you can use automation to gather data on your customers and target them with timely, specific messages. While email tends to be a major focus of automated marketing, you can and should utilize other avenues as well, such as social media and webinars.
The image below highlights the new marketing automation workflow and how it works:
Through marketing automation, you can track your customers’ actions in order to discover when and why your customers click-through, unsubscribe, and purchase. You can then discover which of your strategies they find most appealing and determine where you need to invest your energy.
The ultimate goal of your marketing automation efforts should be to deliver “the right content, to the right customer at the right time in the right channel.”
In the same way that a good server at a restaurant tries to gauge what customers actually want and only checks back at appropriate times, strategic marketers learn as much as they can about their clients in order to most effectively serve them.
GetReponse Stands Out Among Its Competitors
There are quite a few marketing automation solutions out there, but GetResponse is by far the best suited to meeting the needs of a growing company.
While HubSpot is one of the best tools of its kind, it is too expensive for most small businesses. Because solutions such as Infusionsoft and Marketo are highly advanced, they end up being overly complicated for the SMB market.
AWeber, MailChimp, and Constant Contact don’t possess certain features that GetResponse offers, such as the visual workflow. iContact also lacks certain automation features, as well as GetResponse’s intuitiveness.
On the other hand, GetResponse is an affordable resource that satisfies the demands of SMBs. Rather than only offering email marketing, GetResponse provides an all-in-one solution that also includes an Autoresponder, customizable landing pages, and a webinar tool.
It is noteworthy that MarketingSherpa found webinars to be the most effective marketing strategy. GetResponse’s solution allows you to create your own webinars, which feature whiteboards, chat, and screensharing.
The webinar tool allows you to gather data on those attending the webinar, as well as record the webinar itself for use in future marketing campaigns. Conveniently, the software also integrates with YouTube.
GetResponse’s email marketing software enables you to manage and repurpose your email content and includes many images and templates to use in your marketing campaigns. The company also offers a time-based, action-based Autoresponder so you can tailor your emails to specific customers.
Another customizable feature that GetResponse provides is its landing page generator, which is mobile-friendly and also comes with a multitude of templates. The landing pages are easy to design for anyone who is not familiar with HTML coding, and GetResponse provides analytics for you to determine how effective your pages are.
But one of the most interesting parts of GetResponse’s package is the workflow tool, which allows you to plan marketing actions based on your customers’ future decisions. For example, if customers abandon your cart, you can send them messages reminding them to go back.
If a customer opens one of your emails and clicks on a link, you can offer a discount for that action. If the person does not open the link, you can customize how long you want to wait to send another message as a reminder. The workflow tool therefore allows you to reward certain customer actions.
GetResponse conveniently offers a 30-day free trial to anyone interested in trying out the company’s services.
GetReponse Saves Time and Money
If you are a B2B company aiming for maximum customer engagement, GetResponse will provide the highest value to your customers.
If you are an entrepreneur overwhelmed by the increasing amount of details it takes to manage your growing business, GetResponse’s all-in-one solution saves you time while still enabling you to interact with your customers on a personal level—and all for an affordable price.