It’s a cliché that Tesco seems to know more about its customers than its customers know about themselves. Wouldn’t you like to be in the same position? 

By Richard Stone

We’ve all heard stories about people getting Tesco vouchers for childcare products sent via their club card account before they’re even pregnant. Similarly, people who become vegetarians often find they get offers for Linda McCartney products and Quorn before they decide to make the switch from the world of the carnivore.

But how can you achieve that position in B2B or industrial marketing? How do you know more about your customers than they know about themselves?

Well, you can’t – sadly. But you can change their perception so that they think you do. Furthermore, you can guide their commitments so that the things they decide about themselves are influenced by the information you give them. This is pretty much what Tesco is doing in both of the examples above.

And what’s more, you don’t even need to be Derren Brown to do it.

It’s called marketing automation and many of Stone Junction’s customers have elements of it built into their campaign already. They might be using the e-mails delivered via the blog we manage for them to score the value of a lead, for instance. They might be integrating the e-mail marketing we provide into their sales funnel process, or they might be using the clippings generated by their PR campaign to funnel potential customers closer to the point of sale.

Going forward, we think marketing automation should be a bigger part of our strategy and we also think it should be a bigger part of your strategy. In essence, we mean:

• Capturing leads
• Identifying quality leads
• Nurturing low-quality leads (or current customers)
• Routing leads and informing sales of their quality
• Measuring the effectiveness of the process

We’re going to be talking a lot about marketing automation on our blog this year. So, if you want to be part of the conversation right from the outset, just like Tesco has been in the consumer markets, just get in touch with Stone Junction on 01785 225416. We’d love to hear from you.

"Image courtesy of suphakit73 /".
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