(For an introduction, please see What Is Marketing Automation?)

Marketing automation offers tools that are highly valuable to B2C companies. For example, the ability to segment leads to a list allows B2C companies to thrive without the need for a large sales team.

B2C companies typically use the same tactics as B2B companies, but with a stronger emphasis on segmentation of leads. B2C companies tend to deal in much smaller revenue transactions, and to forego a sales team in favor of a web shopping cart. In either type of company, the benefits of marketing automation are powerful; however, the emphasis in B2C marketing is on automatic customer segmentation and targeted communication.

Automatic Customer Segmentation Example

Recently, a marketing agency used marketing automation to segment 100,000 customers for an online college apparel retailer. The Tallahassee based B2C company had aimed to capitalize quickly on Florida State’s 2014 BCS Championship victory. Here’s how they succeeded.

First, the marketing agency used marketing automation to track users on the site. They then created dynamic lists that segmented users based on the products viewed by each user. Using these lists, the firm sent specifically targeted emails to visitors who were interested in specific product categories.

Web visitors who browsed baby items without buying received an email that focused on baby items and even included a coupon for select items. Visitors who purchased scarves or cold weather items might be sent an email with information on a matching flannel blanket, while individuals who purchased swimwear might be sent a special offer for a cooler and beach umbrella.

Marketing Automation vs. ESP

This level of customer segmentation is simply not possible for a company or agency using a basic Email Service Provider (ESP) like Constant Contact or MailChimp. In contrast to such outdated services, marketing automation like that offered by Push Marketing is able to track user behavior “beyond the click,” and provides a rules engine that enables automatic segmentation and communication with leads.

In fact, marketing automation makes customer segmentation easily attainable by smaller companies. At only a few hundred dollars per month, technologies that were once only available to high revenue companies like Amazon are now within reach for even the smallest of businesses.

Plus, behavior based segmentation allows for personalized conversations, which will lead to higher revenues and greater customer satisfaction. It’s an investment many B2C have already decided they can’t afford not to make.

Check out other posts in this series:

Push Marketing Introduces Advanced Marketing Automation 
What is Marketing Automation?
Marketing Automation: Why It’s Essential for B2B Businesses
After the Click: Behavior-Based Email Tracking
Email Automation with Personalized Communication
Marketing Automation: Why It’s Essential to B2B Companies