Marketing automation: Alpenite and Adobe together towards B2X

Purchasers today are looking for a consistent, integrated customer experience throughout their journey, while sellers need a functional, automated way to meet customers’ new requests.

Why do we talk about B2X?

In marketing language, B2B and B2C are two labels used to identify the end subject sales activities are aimed at. The two are undoubtedly separate, but what is emerging today is that the activities involved in B2B and B2C are becoming increasingly alike in terms of processes.

This is why we now talk about B2X, meaning all those activities necessary to keep business customers engaged right through the process, using an approach typical of B2C.

Innovating for a new context

Innovating is the only way companies have to successfully face new challenges. It is no easy task, however, and the fear of going down the wrong road creates even more uncertainties for company decision-makers. As regards business sales, Alpenite has identified three macro-trends that indicate the direction brands must move in to ensure successful innovation:

The importance of digital channels. It is not only interactions with customers that have shifted to digital, but also the main business and marketing functions. This is why sales activities must adapt and move towards online channels.

The change in purchasing processes. Many channels that were used before the crisis have closed, or have witnessed enormous changes. Just think of trade fairs, conventions and events in general that are no longer permitted today, but which have found a new lease of life in the digital sphere.

Need to prioritise marketing actions. Today’s investments in marketing must be carefully targeted and functional to results. Companies must analyse the data collected during this period, and define the most important leads to focus marketing activities on.

What companies need to do today

Brands must redesign their B2B purchasing processes. Companies must acquire tools that allow them to meet customers virtually, and provide them with virtual assistance throughout their journey. What’s more, after-sales service is provided online, in an automated manner and integrated with all the stages of the sales process, in order to optimise customer retention and all loyalty activities.

A picture is thus emerging of a new customer experience for B2B sales, one that is much more similar to the dynamics governing B2C, and in which optimisation and management through digital channels are hugely important.

What Marketo Engage consists of

Marketo Engage is Adobe’s innovative platform dedicated to managing the customer experience in accordance with the new need for brands to align their marketing strategies at all points of contact with the customer in an automated fashion.

The platform offers the following services:

• Contact management and lead nurturing;
• Account-based marketing;
• Customisation;
• Cross-channel engagement;
• Integrated sales applications;
• Marketing measurement and attribution.