From B2C to B2B
Consumers expect an excellent user experience in the B2C market, which includes one-click ordering, real-time product availability, accurate delivery times, multiple payment methods and live chats with representatives.
In the workplace, these same consumers make decisions about business-to-business purchases. Similar service and customer experiences are the key to success.
As a B2B marketer, you want to provide the same excellent customer service experience, but you also know that B2C techniques can’t be applied directly to the B2B market. What you need is:
- Pricing flexibility
- Individual adjustments to complex contracts and sales agreements
- Simplified translations of complex accounting procedures or specific payment terms
- A simple CX ensuring leads make their one-time investment with you
The Account Engagement add-on by SAP Emarsys was specifically designed to meet these B2B marketing needs, combining the success factors of the customer engagement platform with the specific requirements of the B2B market.
Emarsys Account Engagement as the ideal B2B marketing tool
Data-driven
Emarsys Customer Engagement gathers all relevant customer data and presents it in clear dashboards, helping you make informed decisions using real-time data, in-depth analyses and useful insights.
Personalization at scale
Data are a goldmine for personalization and segmentation, making it possible to send tailored messages at scale, such as automatic feedback forms and special offers for high-value customers.
Integration with existing CRM systems
Emarsys integrates seamlessly with your existing software. CRM systems, analytical tools and e-commerce platforms can be easily linked to Emarsys. This smart tool incorporates all previously gathered data into its analyses, maximizing your benefits.
Customer lifecycle management
Combine your customer journey across all channels into one automated overview, assigning customers and prospects a quality score based on how they interact with your content. Downloading a whitepaper or entering a fake e-mail address, for example, will impact their score.
Automated campaigns
Use Emarsys’ built-in B2B marketing functionalities – from welcome e-mails to webinar registrations – to automate your campaigns based on predefined rules and segments. This ensures consistent messaging and saves you a lot of time.
Omnichannel marketing
From e-mail marketing to mobile apps, ads and social media campaigns: with Emarsys, you can manage all communication in one platform. This will make your brand seem ubiquitous and boost brand awareness.
Seamless collaboration between sales and marketing
With Emarsys’ account-based approach, you can easily align the efforts of your sales and marketing teams. You can track prospect engagement, and Sales can determine who qualifies for additional follow-up based on customer scores.
Measurable results
Discover the effectiveness of your campaigns through strategic analyses, customer lifecycle insights and reports, and adapt your future campaigns accordingly.
Getting started with Emarsys’ B2B software
Elision can help you implement B2B marketing software using existing integrations or custom solutions. If you already use Emarsys but want to learn how to get the most out of the software to conquer the B2B market, our experts would be happy to share their insights or develop a custom training program for you!
