Any B2C marketer can attest to the total relief that comes immediately after successfully setting up email automation. Knowing that your customers will receive personalized emails without you having to manually type each and every one… boy, that’s a powerful thing. Did you know that segmented email campaigns (also known as personalized) can generate a 700 +% increase in revenue? And that’s just email. From text reminders to cart abandonment emails and multi-channel campaigns spanning social media and in-app messaging, B2C marketing automation combines the power of personalized messaging and hands-off marketing. Simultaneously save time (and money) while delighting your customers wherever they are.
What is marketing automation?
Marketing automation refers to any marketing effort, campaign, and task that is managed, executed, and measured with software rather than manually. These efforts and campaigns are often triggered by actions taken by potential customers or clients. Marketing automation has many benefits. It can help you save resources, nurture your leads, and increase your revenue, all at once and with minimal manual effort. Incredible true? However, it is important to note that marketing automation should not replace human contact. This is especially true for B2C: unlike B2B, the B2C sales cycle is much shorter and the customer journey much more personalized.
What is B2C Marketing Automation?
B2C marketing automation encompasses all automated marketing messages and campaigns targeting individual consumers versus commercial audiences. This type of marketing automation needs to be much more personalized and data-driven to better engage the person in your specific customer journey. Both B2C and B2C marketing automation work to deliver relevant messages, increase efficiency, and drive revenue, but let’s take a closer look at their differences.
B2B vs. B2C Marketing Automation
B2B marketing automation offers more mass-oriented content that focuses on educating and nurturing leads through a pre-established sales funnel. Since there are typically more stakeholders involved in B2B shopping, B2B marketing automation also works to provide action-triggered information that can help influencers educate their decision makers. Let’s say a junior social media strategist is looking for new social media management software for his entire team. They download an e-book on social media strategy from a leading SaaS company, prompting the company’s B2B marketing automation software to send them rich emails about creating a social media strategy and how to use their tool to do it . The junior strategist is now equipped to take this information to his manager, who will make the final decision on which social media SaaS tool to buy. On the other hand, B2C marketing automation typically focuses on highly relevant and personalized marketing messages. B2C marketing automation also targets people wherever they are in their individual customer journeys and attempts to deliver personalized product or service recommendations based on captured data and action triggers. For example, one type of B2C marketing automation is cart abandonment email. By tracking shopper behavior and capturing personal information such as email addresses, B2C companies establish a marketing automation “rule” to send an email to consumers who leave unpurchased products in their shopping carts. Abandoned cart emails typically include the specific products left behind – a dose of personalization that can motivate shoppers to return to the website and complete their individual purchase.
Benefits of B2C Marketing Automation
Marketing automation has its benefits, both for marketers and their audiences. These benefits of marketing automation include: Keeping your brand on the minds of potential customers Allowing your team to send personalized and targeted messages without having to manually track users and repeatedly write content Increase efficiency among your marketing team Close gaps in your marketing analysis by eliminating human error Tracking user data that can be used to provide better suggestions for personalized products or services Delight your site visitors, prospects and customers with personalized content Now, let’s look at some tools of B2C marketing automation tool software that can help you reach, engage, and convert your buyers and customers.
5 B2C Marketing Automation Software Tools
HubSpot Marketing Hub MailChimp ActiveCampaign Sprout Social Hootsuite There are countless marketing automation tools on the market. Based on our research, the following five are ideal for automating B2C marketing. However, when comparing which tool can meet your B2C marketing automation needs, consider 1) how complex each tool is and what onboarding resources are offered, 2) what integrations each tool offers, and how they can fit into your current technology stack , and 3) the price of each tool and how much your marketing automation needs may cost.
Built on the foundations of HubSpot CRM freeHubSpot Marketing Hub has a host of B2C marketing automation tools that allow you to use your potential customer’s behavior to personalize emails, content, and broadcast on a large scale. From email to SMS, and even internal automations like lead scoring and CRM updates, HubSpot is easy to get used to and can quickly become the one on your team. marketing automation best friend. Onboarding support: HubSpot’s award-winning customer service is available 24/7 via email and chat, as well as by phone for business and professional subscribers. You can also access knowledge base And several HubSpot Academy courses. Integrations: HubSpot Marketing Hub integrates with more than 500 third-party apps. Price: HubSpot Marketing Hub offers a free plan, as well as multiple subscription options. Please note that the marketing automation features are only available to paid subscribers.
Mailchimp is the industry leader in email marketing automation. Use the Mailchimp tool to send transactional emails, such as order confirmation emails and other personalized messages. The tool also allows you to build visual customer journeys so you can provide the best possible experience for each customer, or convert your leads and prospects into one. Onboarding Support: Mailchimp has a large library of resources, including guides, tutorials, and case studies. Free users get 30 days of email support, and paid subscribers get unlimited email and chat support. Integrations: Mailchimp integrates with more than 200 third-party apps. Price: Mailchimp offers a free subscription, but the more detailed marketing automation tools are not available unless you invest in the Essentials subscription or higher.
ActiveCampaign is a renowned marketing automation software and was the first to develop the visual automation workflow builder. (You know, the one with the boxes, labels, and lines that go everywhere, like the one above.) In addition to email, it offers site tracking, lead scoring, attribution, and more. Onboarding support: ActiveCampaign offers a free demo and a wealth of resources, including a blog, developer documentation, and a library of prewritten automations. All subscriptions include data migration and implementation services, and the more expensive subscriptions include limited individual training. Integrations: ActiveCampaign integrates with more 300 third-party apps. Price: ActiveCampaign offers a free trial. From there, you can pay for a Lite subscription at $ 9 per month or more.
AutoPilot, like others on this list, offers a visual automation workflow builder… but with a twist. It’s distinguished by its emojis, stickers, custom notes, and other details that help your team collaborate and, well, have fun building your marketing automation sequences. Although the tool doesn’t offer its own built-in CRM, it is quite intuitive, easy to use, and offers great reporting features. Onboarding Support – All AutoPilot subscriptions include unlimited emails and access to support. You can purchase an Expert Configuration and Training add-on for $ 1699. Integrations: AutoPilot integrates with dozens of third-party applications. Price: AutoPilot offers a free trial, after which you can join for as little as $ 49 per month.
Omnisend is a leading marketing automation tool designed specifically for eCommerce businesses. Not only does it offer dozens of pre-designed templates for all e-com automation scenarios, it also integrates with almost every possible e-commerce related tool, including email and SMS automation software. Onboarding Support: Omnisend offers a library of resources, including an onboarding course. Unfortunately, live support is only offered to paid subscribers. Integrations: Omnisend integrates with hundreds of third-party apps, although most are not available with the free plan. Price: Omnisend offers a free subscription option, although most automation features aren’t available unless you pay. These five tools are among the most powerful for B2C marketing automation efforts. Whether you’re sending time-triggered birthday emails or following up with leads with automated SMS messages, try these B2C marketing automation software tools to reach, engage, and convert your customers.