Recovering from browser abandonment (ecommerce store)
The way a visitor interacts with your b2b eCommerce solution website reveals a lot about what they’re interested in and looking for. But, more crucially, it tells you where they are in the buying process. (ecommerce store)
Let’s have a look at an example. The prospect was most recently seen looking over your bulk pricing options. You can then set up an automatic to send them an email or use social media to retarget them with a campaign that encourages them to contact you or schedule a demo. You may even ask them to try a free sample to start your relationship and then bring them back to the b2b eCommerce site to convert based on what you offer.
However, keep in mind that only a contextual marketing can bring back a visitor who has left your b2b eCommerce website while exploring.
Recovering abandoned carts (ecommerce store)
B2B eCommerce, like B2C, can benefit from automating cart recovery campaigns. These are hyper-targeted campaigns that reach just people who have added products to their cart but have not completed the purchase before leaving.
Within 24 hours, an automatic email should be sent to these prospects. The campaign should simply remind them of what they’ve left behind by incorporating product pictures and information to aid recall. Following the first recovery email, at least two additional timely emails should be sent, building a sense of urgency surrounding the products they expressed interest in.
You may also include an offer from your B2B eCommerce company to make the cart more user-friendly. For your convenience, I’ve included a cart abandonment automation procedure.
New Pig has sent you an automated cart recovery email. They swiftly remind the buyer of the items they’ve forgotten. The email also includes a clear call-to-action button that directs customers back to the cart so they may finish the transaction.
They also include their phone number to let the shopper know they’re available to assist them in making an informed purchase.
After-purchase services (ecommerce store)
The post-purchase communication is another key B2B eCommerce automation that is frequently forgotten. This is the time when you need to make sure that a recently converted prospect is satisfied with their purchase. If that is not the case, it is your obligation to assist them so that they do not churn.
Pay attention to what your new customer does or how they connect with you after the sale. Thank them for trusting your business, inquire if they any assistance, or even request a review so that you can improve their experience. To get feedback, you can utilise the automation method below.
Here’s a brief GoDaddy post-purchase email. They allow you to communicate vital information about your order and utilise the remaining space to create a future purchase offer. This completes the sale and ensures that the consumer will return for more.
Keep in mind that the more valuable your consumer feels, the more likely they are to stay with your B2B eCommerce company.
Make an upsell
Upselling products/services is always an option in the B2B eCommerce market, just like it is in B2C. All you have to do now is use the customer’s data to generate recommendations that will bring even more value to them.
Promote products/services that compliment their past purchase and are tailored to their preferences, interests, and purchasing habits. To avoid being overly salesy, be customer-centric when making these recommendations and offer to give them a demo to demonstrate why you’re making a recommendation.
As you can see, it’s more like going back to the beginning. Your clients/customers can be won back with a thank-you email, upselling or cross-selling, or exclusive coupons. Take a look at this email from Groove, for example.
It’s a tried-and-true method of re-engaging your existing consumers by offering a special deal to commemorate a year of partnership.
Upselling is a tried and true method of starting the buying cycle in a B2B eCommerce. After the initial sale, it’s critical that your customers return to make another purchase or, in the case of a B2B eCommerce, an upgrade.
Check out Amazon’s method of comparing items by displaying “the superior version” side-by-side while browsing products.
This is Amazon’s approach of upselling, or in basic terms, persuading you to buy the expensive goods while also rationalising why – by highlighting the features and benefits.
It costs five times more to acquire a new customer than it does to keep an existing one. In fact, an existing client is more likely to convert at a greater average order value on your advertising. Simply simply, a satisfied customer means more money for your B2B eCommerce company.
As a result, automating your client loyalty campaign is a necessary. To show your appreciation for your loyal customers, give them bonus points or a special present.
Besides, to enhance your relationship, you may invite them to exclusive events or offer them special discounts on big purchases. Furthermore, to keep customers hooked on your brand, reward their loyalty.
You’re bound to lose some consumers over time as the sector becomes more competitive. They may be merely researching a new brand and its products/services, or they may have discovered that their pricing is far lower than yours. But that doesn’t rule out the possibility of re-engaging this consumer and bringing them back.
Use attention-getting automated campaigns to nudge these dormant clients. Tell them you miss them, and then show them what they’ve been missing out on. You may use this occasion to demonstrate how a similar firm has benefited from yours in the past year or to solicit feedback from these customers.
Always keep an eye on how these clients are responding to your ads. Do not hesitate to shift them to your cold pipeline if they are dormant for an extended length of time.
Engagement based on data
To keep your prospects and customers interested, don’t stop with the above tactics. Make better use of their data to design and automate unique marketing.
Start educating them on what they’re meant for if you’ve noticed the customer showing more interest in other products/services you offer. Make sure they understand how they will benefit in the long run.
Similarly, you might leverage their location data for local promotions and events. It informs them that your B2B eCommerce company wishes to communicate with them. Face-to-face interaction is always beneficial.
Remember to keep a customer-centric strategy in mind when you automate campaigns for your B2B eCommerce business. Read this article to learn about the 9 dangerous marketing automation process blunders to avoid.