What do we mean by the term B2B marketing automation and who is it intended for? If your company's clients are businesses and not end consumers, if your goal is to get the most out of the interaction with your existing or potential client or to gradually increase their awareness of your services and products, and to do all this with fewer employees than before, then you are on right place.
B2B marketing automation from Salesforce, also known as Pardot, allows you to fundamentally reduce marketing costs thanks to the "set it and forget it" principle. The workflow you set up, which will automatically communicate with the client based on his interaction with your website, email or other channel, makes Pardot a unique solution with an edge over the competition.
Why is such a workflow actually needed? Business-to-business business differs from end-consumer purchases in many ways. First of all, it is not a random or impulse purchase or a purchase according to the current mood. On the contrary, it is a longer process where your potential client needs to gradually obtain as much information as possible about you, the product, and its benefits. And he will greatly appreciate it if you make this process easier for him. It is called "lead nurturing". And a properly set up workflow will do this work for you, step by step.
Products in the B2B sector are usually significantly more expensive than in the B2C segment, usually more people decide on their purchase and the purchase is subject to company processes. Therefore, your potential client needs to be 100% sure that he will spend his funds effectively and that purchasing your product will bring him the desired effect. And that's why he needs information, the more the better.
A client's purchase of your product often marks the beginning of a long-term partnership. This may mean the gradual acquisition of additional products or services of yours or the provision of products-related services. Everything described above also applies here, your customer is constantly contacted by your competition and you need to assure him that you are able to provide for his future needs, even those that he had no idea about yet.
Click the link to see a demo of the Pardot solution in action.