Salesforce com: these 3 B2B marketing campaigns will help you inspire your brand

One of the benefits of digital marketing is that there’s no limit to how much content you can create or how often you choose to deliver it. [Marko Geber / Getty Images]

There are so many checkboxes for a successful B2B marketing campaign. Your communication must be engaging, personalized and responsive on any type of platform in real time. Expectations can be overwhelming. That’s why marketers in every industry are turning to marketing automation technologies to take over busy work and free up their time to innovate.

Marketing automation lets you automate business processes, personalize content and experiences, and track customer engagement. Automating your marketing and sales engagement helps you attract more leads, close more deals, and ultimately grow your business.

Let’s see how marketing automation can improve virtual events, webinars, and email performance.

Let’s see how marketing automation can improve virtual events, webinars, and email performance. Along the way, we’ll show how three companies are using marketing automation to reach customers in real time.

Read on to learn more about the secrets to their success and get practical tips you can apply to your own marketing strategies.

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Our 6 inspiring B2B campaigns feature detailed company profiles from multiple industries.

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Use marketing automation to drive record attendance at virtual events

It is difficult to increase attendance at virtual events. The best way to start is to use previous customer data to choose the best promotional channel for your campaign, then customize your content to reach your target audience.

That’s what fintech nCino did in 2021, when it transformed nSight, its annual in-person user conference, into an all-virtual format.

Through a targeted and personalized approach to attendance and engagement, nCino has generated over 2,000 event registrations on its interactive online experience.

Its marketers used a mix of customer data to identify email as the best promotional channel for its campaign. They then used Salesforce’s marketing automation tools to create, manage, and customize an email campaign based on each subscriber’s role and interests. Using email automation technology, nCino personalized pre- and post-event messages with product information to keep registrants engaged.

Two ways to improve attendance at virtual events

  • Invest in marketing automation tools that use your CRM data so you can deliver relevant content and offers.

  • Review analytics of B2B marketing campaigns to prioritize channels with the greatest potential for impact.

Improve webinars with a B2B marketing campaign

One of the benefits of digital marketing is that there’s no limit to how much content you can create or how often you choose to deliver it. Consistency is key to any B2B marketing campaign strategy, as it builds interest and trust between customers and the brand.

Your marketing technology stack can help you consistently deliver content to customers at scale.

Multinational specialty chemicals company Sika has extended its webinar strategy using a robust marketing technology stack fueled by video conferencing and automation.

Sika has used the Webex video conferencing tool to host webinars in over 20 countries across the Americas. He used Salesforce marketing automation to promote events and send tailored messages to each audience segment.

Engagement data flowing between the two systems was tracked in Webex and automatically added to the Salesforce marketing automation system in real time. The automation tool saved the Sika team time as they did not have to manually enter data from interactive Q&A sessions and audience polls, and duplicate recordings been reconciled automatically.

Tailor programming to address audience issues within their industry and role, then target your promotion accordingly.

The data was also used to activate post-event campaigns targeted at each registrant, even if they were not present.

The result: Sika went from one webinar per quarter to 60-80 per week.

Two ways to improve your webinars

  • Tailor programming to address audience issues within their industry and role, then target your promotion accordingly.

  • Align with sales early on to make salespeople your best advocates.

Make emails stand out with automated personalization tools

You’ve probably heard that trusting your instincts won’t fail you. However, this will not work when creating an account-based marketing (ABM) strategy, which is a targeted approach to a B2B marketing campaign in which marketing and sales work together on a selected group of accounts that represent a higher potential for conversion into customers.

WebPT is a rehabilitation therapy software platform that provides electronic medical record services to over 80,000 healthcare professionals nationwide. The company used a strategic partnership between sales and marketing to launch its ABM success.

With influence and support from the marketing team, WebPT screened leads before they entered the pipeline. Marketing then used a combination of automation tools from Salesforce and the Terminus ABM platform to automatically share campaign lists with first party intent datawhich is customer engagement information collected first-hand from internal resources, across all digital properties.

This helped the team see the content people were consuming, like email banner engagement and web file downloads. Access to this kind of data has helped WebPT identify priority accounts and discover next steps to cultivate them with more personalized content.

WebPT has developed a targeted approach to its email campaigns by adding personalized signatures to its communications.

WebPT sent 50,000 emails as part of its ABM strategy. That’s a lot of emails! To get the best results from its email promotions and minimize errors, WebPT has developed a targeted approach to its email campaigns by adding personalized signatures to its communications.

WebPT grouped email signatures by service and email banners were automatically selected based on the service handling the send. Automation software was key to his campaign’s success as the software automatically changed email signatures based on the service sending the email and helped teams save time and reduce email errors.

Through a targeted approach to account selection, first-party intent data, and its use of marketing automation tools for its promotional email banners, WebPT has seen an increase in 2.4% clicks and over 450,000 email banner impressions.

Tips to Boost Your Email Performance

  • Lock arms with your stakeholders to overcome obstacles with internal partners. This helped Web PT’s marketing team deliver solutions that matched their colleagues’ goals.

  • Launch and test new features internally before releasing them live.

Want to know more about these brands?

Our 6 inspiring B2B campaigns tell the full story of the PT, nCino and Sika web marketing automation journeys.

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