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What is MA in a BtoB company?

BtoB

In recent years (BtoB ), MA (marketing automation), which is useful for improving operational efficiency in the marketing field, has been attracting attention. How can BtoB companies utilize MA tools?

This time, we will introduce the difference between BtoB and BtoC, how to use MA tools in BtoB companies, and points to compare tools. In addition, we will introduce a case study of marketing automation in a BtoB company.

Table of Contents

  • Three differences between BtoB and BtoC
    • ① The number of leads is different
    • 2) The time it takes to make a decision is different
    • ③ The number of people involved in purchasing is different
  • Marketing flow in BtoB companies
    • Step 1 Investigate customer needs and market
    • Step 2 Devising services and products that meet needs
    • Step 3 Acquire leads from websites, etc.
    • Step 4 Classify and nurture leads
    • Step 5 Start sales activities based on the information
  • What is MA tool
    • feature
    • Main function
  • 5 steps of MA utilization in BtoB companies
    • Step 1 Lead data management
    • Step 2 Analyze lead interests
    • Step 3 Approach according to interest
    • Step 4 Score Leads
    • Step 5 Share information with the sales department
  • Three comparison points of MA tools for BtoB companies
    • (1) Can marketing measures be tailored to customer attributes?
    • ② Is it possible to link with a business card management tool?
    • ③Is there a support system in place?
  • 5 recommended MA tools for BtoB companies
    • ①SATORI|Introduced by more than 1,000 companies
    • ②Pardot|Specializing in BtoB marketing
    • ③Marketo|Over 5,000 companies worldwide
    • ④ListFinder | Easy to use even for beginners
    • ⑤Marketing Hub | Understand the effectiveness of marketing
  • Comparison of tools for BtoB companies (table)
  • summary

Three differences between BtoB and BtoC

BtoB is an abbreviation of Business to Business, and refers to business conducted by a company for corporations or other companies . On the other hand, BtoC is an abbreviation for Business to Consumer, and refers to business that a company conducts for general consumers .

Let’s take a look at the differences between the two business models. We will compare BtoB and BtoC from the following three perspectives.

  1. Different number of leads
  2. Decision making time varies
  3. Different people involved in purchasing

① The number of leads is different

The number of leads (potential customers) handled by B2B and B2C is significantly different. In BtoB, the number of leads is relatively small because the other party is a corporation or company.

However, since BtoC targets general consumers, the number of leads is quite large. When introducing MA tools, check the number of leads supported by each tool and select the tool that matches the number of leads for your company.

2) The time it takes to make a decision is different

In BtoB, corporations and companies are customers. Corporations and businesses generally take a considerable amount of time before deciding to purchase a single product or service.

This is because it is necessary to carefully consider whether the product or service really brings benefits to the company. The time spent on a single purchase is significantly different from the time we general consumers spend shopping.

Based on this point, in BtoB marketing, we must analyze and approach leads from a long-term perspective .

③ The number of people involved in purchasing is different

In corporations and companies, there is a characteristic that there are quite a lot of people involved in purchasing.

When general consumers shop, they basically decide whether or not to buy a product based on their own will. However, in the case of corporations and companies, many employees are involved in purchasing.

Decisions are made based on the opinions of many people and are discussed in various departments within the company. It can be said that it is very difficult to listen and analyze the needs and opinions of the entire company.

Marketing flow in BtoB companies

I will explain the flow of B2B marketing by dividing it into 5 steps.

  1. Investigate customer needs and market
  2. Designing services and products that meet needs
  3. Acquire leads from websites, etc.
  4. Categorize and nurture leads
  5. Start sales activities based on information

Step 1 Investigate customer needs and market

We start by researching customer needs and the market. We investigate what kind of products are in demand in society today and what kind of products other companies in the same industry are launching.

In order to analyze more specific needs, it would be a good idea to interview them in person or conduct a survey on the web. By doing these things, you should be able to gather opinions on issues that companies are facing and ready-made products .

Step 2 Devising services and products that meet needs

Once you have researched the needs to some extent, let’s think about services and products that can meet them. No matter how good your marketing strategy is, you can’t increase sales if your product isn’t appealing to your customers.

Also, if you focus on products and fields that other companies have not launched, it will be easier to attract attention. Therefore, it is necessary to reflect the results of market research firmly.

Step 3 Acquire leads from websites, etc.

Post product/service information on your website and display related seminar information at the same time. If you post related seminar information, you may be able to acquire customer information such as “First of all, I would like to hear from you at a seminar.”

You can also get leads by exhibiting a booth at a big trade show. This is an opportunity for people involved in various companies to gather, so make the most of it.

Step 4 Classify and nurture leads

Take good care of your leads. It is difficult to manage and analyze data manually, so we recommend introducing an MA tool.

If you use MA tools, you can extract customers who are more willing to buy, so sales activities will be smoother. MA tools are described below.

Step 5 Start sales activities based on the information

Start your sales activities by prioritizing customers with high purchasing intent. When you actually talk to customers, you can clarify the company’s needs and the purpose of purchasing the product.

Provide the best product information for each company. After the sales activity is over, it is important not to forget to share information.

What is MA tool

We will introduce “MA tools” that are very useful in marketing. The introduction of MA tools will dramatically improve operational efficiency.

Feature

MA tools are “marketing automation tools” that can automate some of the marketing processes. It is possible to approach leads by managing data that cannot be managed manually, sending emails, displaying pop-ups, etc.

But be careful, because not all processes can be automated.

Main function

We will introduce the main functions of the MA tool.

  • Lead management function

MA tools can be used to collectively manage huge amounts of data. Be sure to fill in the inquiry form on the website and information obtained from seminars and exhibitions.

Using MA tools to manage information makes it easier to share information with other departments.

  • Lead analysis function

You can classify the collected customer data by attribute and analyze the customer’s behavior history on the website. Attributes refer to the customer’s industry, occupation, title, age, etc.

Efficient sales activities can be realized by using the scoring function that analyzes the behavior history and classifies it in descending order of purchase motivation. It is also possible to provide content that matches the interest and level of interest of customers .

  • Mail delivery/pop-up display function

By using the MA tool, it is possible to send emails and display pop-ups that match the interests of each customer.

For example, you can send e-mails with content related to the information the customer was viewing on your company’s website, or display seminar information in a pop-up. It will be easier to understand the information that customers need, so a more optimal approach will be possible.

5 steps of MA utilization in BtoB companies

Here are 5 steps to utilize MA in BtoB companies.

  1. Lead data management
  2. Analyze lead interests
  3. Interest-based approach
  4. Score leads
  5. Information sharing with sales department

Step 1 Lead data management

First, enter the acquired leads into the tool and manage them. If you neglect to enter data, you will not be able to collect data, so be careful.

Let’s make the purpose of introducing the tool and how to use it known, and thoroughly manage the data.

Step 2 Analyze lead interests

Analyze the interests of leads based on their browsing history and behavior history on your company’s website. You can analyze what your leads are interested in by seeing which areas they browsed on your site.

It would be nice to be able to guess why they are interested in your product and what the purpose of introducing the product is .

Step 3 Approach according to interest

Once you’ve analyzed your leads’ interests and concerns, tailor your approach to them. You can get more information by sending a form to request materials in the field of interest to your leads, or by distributing notices of seminars.

It can be said that the biggest feature of the MA tool is that the content displayed on the website and the content of the advertisement can be customized for each customer .

Step 4 Score Leads

You can analyze the customer’s purchase intention from the action history on the website and the opening rate of the mail. Customers who are more interested in your company will spend more time browsing your website and checking each email.

Based on these behavior histories, you can score the lead’s willingness to buy. Scoring leads is very important because customers with high purchasing intent are more likely to get appointments and successful deals .

Step 5 Share information with the sales department

Instead of just analyzing leads, it’s important to take advantage of the information you analyze. Share the data analyzed by the tool with your sales team.

In particular, if you have scored data, you can streamline your sales activities. Information sharing between marketing and sales is essential. Let’s introduce the tool after establishing a cooperation system.

Three comparison points of MA tools for BtoB companies

Here are three MA tool comparison points for BtoB companies. Use these points as a reference to compare tools.

  1. Is it possible to implement marketing measures that match customer attributes?
  2. Is it possible to link with a business card management tool?
  3. Do you have a support system in place?

(1) Can marketing measures be tailored to customer attributes?

The first thing I would like to focus on is whether or not marketing measures can be tailored to the attributes of customers.

In BtoB, the unit price of the products handled is relatively expensive, and it takes time for customers to make decisions. Precisely because they purchase expensive products, companies spend more time discussing with many people before deciding whether to purchase them.

In order to encourage customers to make decisions, it is effective to provide information suitable for each customer. Therefore, it is a good idea to choose a tool that can analyze customer interests and concerns in detail and deliver information that matches them.

② Is it possible to link with a business card management tool?

Since it is difficult to manage business cards manually, many companies have introduced business card management tools. If you can link with the business card management tool you are already using, you can save the trouble of entering customer information.

For example, the domestic MA tool SATORI can be linked with the business card management tool “SanSan”. It is very convenient to be able to link data accurately without trouble.

③Is there a support system in place?

It is reassuring to know that when you use the MA tool and you have any questions or problems, you can quickly solve them. Many MA tools have a support window, and you can consult immediately.

It would be easier to use if you could consult not only by phone, but also by chat or email. Among them, there is also a service that makes an operation plan for the MA tool together.

In particular, if you are introducing sales tech for the first time , we recommend a tool with a full support system.

5 recommended MA tools for BtoB companies

Here are five recommended MA tools for BtoB companies.

  1. SATORI|Introduced by more than 1,000 companies
  2. Pardot|Specializing in BtoB marketing
  3. Marketo|Over 5,000 companies worldwide
  4. ListFinder|Easy to use even for beginners
  5. Marketing Hub | Understand the effectiveness of marketing

①SATORI|Introduced by more than 1,000 companies

SATORI images

SATORI is a domestic tool that has been introduced by more than 1,000 companies.

  • Feature

The biggest feature of SATORI is that it can approach anonymous leads. If it is a normal MA tool, it is not possible to manage leads whose company name, personal name, email address, etc. are unknown.

However, even if personal information is unknown, SATORI can analyze the degree of interest from the pages accessed and classify them into segments. And you can approach with pop-up display and push notification suitable for each segment.

If these approaches lead to inquiries and requests for information, you can acquire anonymous lead information .

  • Price

Prices are as follows.

Initial cost: 300,000 yen
Monthly cost: 148,000 yen

If you would like a screen demo or price estimate, please contact us.

  • Case study

Introducing the introduction case of SATORI.

Faber Company Co., Ltd., which provides the SEO platform “MIERUCA” that incorporates web marketing skills and know-how, utilizes SATORI.

Faber Company Co., Ltd. utilizes SATORI in particular for managing seminar applications. SATORI’s webhook function is linked with Slack so that seminar application information is sent to Slack.

By linking with Slack, it seems that it has become difficult to miss seminar application information and it has become easier to remind participants to participate. It can be said that it is a very convenient function to be able to link your company site with Slack.

②Pardot|Specializing in BtoB marketing

Pardot is an MA tool operated by Salesforce. We specialize in BtoB marketing.

  • Feature

Pardot can help you create contact forms and dedicated pages. Save time by creating forms easily.

It also specializes in email creation, making it easier to create emails that people will read. Use email templates and editors to improve email open rates.

In addition, the report function makes it easy to check the results of marketing measures on the screen. Knowing what measures worked will help you decide what to do next.

  • Price

Prices are as follows.

Growth plan: 150,000 yen per month
Plus plan: 300,000 yen per month
Advanced plan: 480,000 yen per
month Premium plan: 1,800,000 yen per month

  • Case study

Cosel Co., Ltd., which sells information communication equipment and medical equipment, uses Pardot. By enriching the content on the website, inviting visitors to the inquiry form, and actively distributing the e-mail newsletter, the number of leads acquired increased tenfold.

In order to use these leads for business negotiations, we have also started introducing SalesCloud. The integration with Pardot makes lead management and analysis a breeze. When using Pardot, consider other Salesforce services as well.

③Marketo|Over 5,000 companies worldwide

Marketo is an MA tool operated by Adobe. More than 5,000 companies around the world have introduced it.

  • Feature

Marketo can collect all of your customer’s activity history and use that data to create engaging emails for your customers. Email marketing can help you acquire new customers.

Personalized emails are highly effective. It’s a great advantage to be able to easily create such emails using templates.

In addition, the simple dashboard makes it easy to use, and the detailed reporting function allows you to check the results of your measures.

  • Price

Please contact us as the price varies depending on the database size.

  • Case study

KOKUYO Co., Ltd. utilizes Marketo in its BtoB furniture-related business. By using Marketo to distribute emails, the number of seminar attendees increased by about three times.

In addition, automating the follow-up before and after the seminar has made it much easier to attract customers. Isn’t it a very big advantage that new customers can increase and work efficiency can be improved?

④ListFinder | Easy to use even for beginners

ListFinder is a domestic tool for BtoB companies.

  • Feature

The main feature is that you can organize prospective customer information and select customers who are highly motivated to buy. It is simple and easy to use, so you can rest assured even if you are introducing the tool for the first time.

In addition, business card information managed by SanSan and customer data accumulated in Salesforce can be linked. It is especially recommended for companies that have introduced these tools.

In addition, since the consultant will support the initial introduction free of charge, even if it is the first time to introduce sales tech, you can rest assured.

  • Price

Prices are as follows.

Initial cost: 100,000 yen
Light plan: 39,800 yen per
month Standard: 59,800 yen per
month Premium: 79,800 yen per month

  • Case study

East Co., Ltd., which develops businesses such as system development, application development, and Adobe product agency, has introduced ListFinder. East Co., Ltd. was looking for an MA tool that was easy to use and had a transparent fee structure.

When he used ListFinder under such circumstances, he said that the person in charge of ListFinder was able to support the operation system. At that time, East Co., Ltd. did not have anyone in charge of marketing, but they were able to make good use of the tool.

ListFinder is a recommended tool for companies that don’t have marketing staff, just like East Co., Ltd.

⑤Marketing Hub | Understand the effectiveness of marketing

Marketing Hub is a tool provided by Hubspot.

  • Feature

Marketing Hub is equipped with a chatbot function that interacts on the website with prospective customers who are interested in the product, and an e-mail distribution function. You can also check reports that show the effectiveness of your marketing at a glance.

Greater results can be expected by linking with other Hubspot products and Salesforce. In addition, customer support in Japanese is also available.

  • Price

Prices are as follows.

Starter: 5,400 yen per
month Professional: 96,000 yen per
month Enterprise: 384,000 yen per month

  • Case study

Comnico Co., Ltd. is a company that supports SNS marketing, founded in 2008, and utilizes Marketing Hub. Since using Marketing Hub, we have been able to acquire more than 100 new leads per month, and sharing customer information has become smoother.

In addition, the email open rate increased to 30-40% . It seems that the range of sales activities has expanded since it became possible to acquire new leads from the website.

Comparison of tools for BtoB companies (table)

Let’s compare MA tools for BtoB in the table.

SATORI Pardot Marketo ListFinder Marketing Hub
Case study 〇Over 1,000 companies ◎No.1 domestic market share ◎Over 5,000 companies 〇Over 1,600 accounts ◎Over 128,000 companies including other services
Price range △relatively expensive △relatively expensive ーfor unknown ◎relatively low price 〇Get started at a low price
support system ◎Free seminar available ◎Consultation, seminar available ◎Free consultation

Summary

This time, I explained the characteristics of BtoB marketing and MA in BtoB. Were you able to grasp the flow of BtoB marketing and how to use MA tools?

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