The Benefits of Multi-Channel Marketing Automation for B2C Businesses


Thinking about the benefits of automating your B2C business’s multi-channel marketing efforts? There are many you’ll find useful and we’ll be sharing those as you continue reading. Here are two primary benefits you can start with:
Marketing automation helps you achieve business goals more efficiently by taking care of tedious tasks across all channels where your business is present.
Marketing automation helps you connect better with your prospects, build better relationships between teams, and grow your sales in the process.

Let’s take a look at the different types of marketing automation to see how they work in real life and consequently, how your business will benefit.

What Are The Different Types Of Marketing Automation?

Different Types

Marketing automation streamlines your tasks in the channels where your business engages with customers. As your tasks get streamlined, your workflow becomes more efficient and more satisfying. Here are examples where you can find the different types of marketing automation in action:

  • Email Automation – create emails that are personalized and scheduled ahead of time with insights to back up your campaigns. 
  • Pay-Per-Click (PPC) Advertising Automation – create optimized ad campaigns that can drive more sales from your PPC automation tool’s data. Additionally, you can let the machine handle repetitive tasks like maintenance, monitoring, and ad bidding.
  • Social Media Automation – schedule posts on your preferred platform at the times your audience is most engaged. Plus, you can monitor your posts’ performance to see what’s working and adjust accordingly. 

Search Engine Optimization (SEO) Automation – boost your productivity by letting tools carry out tasks like position tracking, keyword intent analysis, website crawls, and reporting.

8 Multichannel Marketing Automation Benefits For Your B2C Business

Multichannel Marketing

Now that we’ve seen how marketing automation works, here are its benefits to be more specific on how it can help your business.

It generates leads

generates leads

Marketing automation helps your business generates leads by nurturing qualified prospects through an automated workflow defined by you. This workflow gives you data that’s based on their behavior that will help inform your campaign as to what kind of content engages them best. 

New leads are consequently generated as prospects are identified by their behavior. They can be prospects who’re ready to make a purchase or ones who need more engagement and isn’t ready to purchase yet among others. The whole process also helps increase their interest in your products/services that will help convert them into customers over time.

It aligns your marketing and sales teams

marketing and sales teams

Marketing and sales teams have the same goal of increasing your company’s revenue. And the best way they can achieve their goals when they’re on the same page, aware of each other’s processes and needs, working towards the same goal. 

Marketing automation will help align both as marketing collaborates with sales in the lead nurturing process, letting them know how leads are qualified and engaged. Methods on how marketing goals are met are also laid on the table. 

The sales team helps marketing refine their process by giving them feedback as to what criteria they’re looking for in a qualified lead. This collaboration brings marketing and sales together and saves both of them time and energy in lead generation and closing sales.

It manages data

manages data

Multichannel marketing gives you so much data that’s oftentimes tedious to organize. Marketing automation stores all of that valuable information like contact details in a system that’s easy to access and comb through whenever you need to.

It also gives you a perspective of what kind of data you have through visuals like graphs and reports. Use this to increase the productivity and efficiency of your lead nurturing strategy.

Mailchimp gives 3 tips on how to use your stored data:

  1. Give your automation system the specific messages that are most relevant for each of your leads. 
  2. Specify your target contacts. 
  3. Define what events the automation will be triggered so your leads will receive the right messages at the right times.

It ensures consistency among your marketing efforts

ensures consistency

According to SEMrush, B2Cs rely on visual and emotional experiences to trigger customers’ impulses. These impulses are connected to the customer’s experience regarding the product/service offered and once triggered, the business gets closer to a sale. 

Marketing automation helps B2Cs using multichannel marketing maintain this experience through a consistent message across all channels. It can also deliver your content at scheduled times when your audience is most engaged based on the insights you’ll get from the system. This delivers on customers’ expectations of a seamless experience on any channel they get to interact with you and increases your chances of closing sales.

It gives customer relationships a personal touch

relationships a personal touch

Think about a brand you’re very fond of. Chances are, you came to feel that way because of the personalized experience you received when you made a purchase or an inquiry. You can do the same thing for your customers through marketing automation. 

Send them content that’s tailored to their unique place in the customer journey. You can even go the extra mile by personalizing your email’s subject lines to make them feel like they really matter as an individual. The results you can get are customer loyalty and sales.

Mailchimp says it best, “It’s about reaching the right person with the right message at the right moment with the right suggestions.”

It assists you in maximizing your resources

Making the most of what we have is always key to efficiency and productivity. Marketing automation gives businesses the freedom to maximize their time and energy on more mission-critical tasks as automation takes on time-consuming tasks on its behalf. 

Oracle recommends these three things so you can also maximize marketing automation:

  • Do A/B and Multivariate Testing
  • Create lists and segments
  • Create a strategic lead nurturing workflow

Additionally, you’re also able to give messages relevant to your prospects coming from the system’s insights. This way, you’ll be able to maximize your resources and enhance your ROI with the focus your marketing will get from the data.

It will save you time and money

time and money

Similar to what we’ve previously mentioned, businesses can save time and money through marketing automation as it works on repetitive tasks. This frees people up to work on responsibilities where they’re needed more. 

Time and money are also saved as businesses identify who among their prospects are interested in what they’re offering. With this new focus, marketing can allocate a budget on creating content and ads targetting those people. Resources are then efficiently spent on efforts that will produce the best results.

It facilitates reporting

facilitates reporting

Marketing is most efficient when it’s measured and reporting is one great way to do that. Marketing automation gives you valuable insight from the data it gathers which can facilitate reporting. Additionally, the reports are also automated so you don’t have to create them yourself. Use these reports to spot strengths and weaknesses in your strategy so you can adjust accordingly.

Our Final Thoughts

Final Thoughts

Now you’ve seen the many benefits of marketing automation for B2Cs into multichannel marketing. It saves and maximizes resources, provides invaluable insight, and helps you create more relevant and personalized marketing strategies.

Finally, we’d like to leave you with this thought. Just as marketing automation is about productivity and efficiency, it’s more importantly about building a better relationship between people. From the business to its customers and teams to one another. Get the best of productivity, efficiency, and meaningful experiences through marketing automation.

Picture of Anthony Milia

Anthony Milia

Anthony Milia is an author of Marketing Magnifier, marketing consultant, and owner of Milia Marketing, an award-winning Marketing firm located in Cleveland, OH. Anthony helps Small and Medium-sized businesses get the best ROI for their marketing dollars by shedding light on their sales and marketing challenges.