Behavioral Marketing: Best Practices for B2B Marketers


b2b marketing buyer behaviorWe know the purchase process has changed – that information isn’t new. Today’s buyers have more control over their journey and marketing has become more involved in the selling process for many businesses for this reason. Sales, they’re a top priority for all businesses and return customers are what keep those numbers growing. One recent study from Llloyd’s found that customer loss is the second biggest business concern for C-suite and board level executives around the world. While product enhancements and better customer service can contribute to customer retention, your business can make a few simple tweaks in its behavioral marketing strategy to see greater success in terms of ROI, marketing revenue and customer loyalty.

Related: 3 Ways to Tap into the B2B Buyer’s Behavior

Get Automated

Automation can help your business execute more customer behavior driven campaigns and gather more actionable insights for future behavior-oriented campaigns. However, some marketers aren’t making the most of automation. A study conducted by Forrester found that 71% of B2B marketers are executing some kind of automated marketing campaigns (Tweet this stat!). When running behavior-triggered automation campaigns, consider focusing on the following new customer behavior triggers:

  • Content marketing downloads such as reports, white papers, and infographics should spawn an email message from a person within your marketing team
  • Blog or newsletter subscriptions should send the newest post or a related post to the one they were on when subscribing can instantly further engagement.

Related: Triggered Emails: A Case Study on Timely Content

Run More Campaigns

If you aren’t automated, you’re probably limited with the number of behavior triggered campaigns you can run. 65% of B2B marketers are able to execute more campaigns after moving to an automated campaign strategy. Forrester also found that 72% of top performers, 71% of the behavioral marketers, and 73% of the early tech adopters are running more campaigns (Tweet this stat!). Now that you have automation under control and are able to run more campaigns, consider the types of buyer behavior driven campaigns you can run to nurture email subscribers.

  • Feature wish list items, products in abandoned shopping carts and associated deals. If an item has ended up in a shopping cart or on a wish list and now you’re running a deal on it, send out an automated email to let the buyer know and peak their interest.
  • Showcase related categories, products and services that are geared towards that individual. Your automated campaigns can pull data for current related purchase trends and use that information to send automated emails based off a user’s behavior up to the current point in time.

Embrace Diversity

Automation: Check. More Campaigns: Check. There’s just one more step to better behavior-focused marketing. Your final step is varying the types of campaigns, send occurrences, and content you send via behavior triggered campaigns. Forrester found that the year-over-year results show significant increases in the number of respondents who reported using customer data-gathering campaigns (13%) and lead nurturing campaigns (10%). No matter what you do, keep things focused on content. Content that relates to a buyer’s behavior, e.g. product interests, previous content downloads, etc. should be sent more often than you sales pitches. Create content that’s focused on these areas and test the best send times and frequencies for each.

  • Customer referrals. Did someone just share your site, content or product with someone else? Send them an email thanking them for sharing and encourage them to do the same in the future.
  • Informational and educational. Is your buyer still doing research? Send them more information to help them get closer to a final decision.
  • Customer satisfaction and loyalty. Send out a thank you when something is downloaded or purchases or a “Happy Birthday” message when a customer’s or businesses birthday is taking place.

Related: How You Can Make It or Break It With Content

While a large majority of B2B marketers are using automation, only 16% consider themselves mature behavioral marketing practitioners and another 25% are still in the transitional stages. These three steps, and the tips listed above can help you improve your behavioral marketing strategies so that you can pull ahead of the competition.


Erica Bell

Erica Bell

Author's Website: http://www.business.com

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Erica Bell is the Social Media Specialist and a B2B marketing and advertising writer at Business.com Media, Inc. Her favorite B2B marketing topics include marketing automation, lead generation, online advertising, social media and business-to-business content best practices.

Erica began her marketing career in college through internships at B2C companies and migrated to the B2B world following graduation. Outside of reading and writing about marketing and social media, she loves going to the beach, playing soccer and most other sports, and spending time with her dog, Moo.

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