Silverpop - What B2B Marketing Automation Features Mean for Email Marketers
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What B2B Marketing Automation Features Mean for Email Marketers

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by: Loren McDonald (@LorenMcDonald)
06 April 2010

We're unveiling the future of marketing automation today at Silverpop as we launch our new digital marketing platform, called Engage 8.

This new platform combines the sophisticated email marketing functionality at the core of Silverpop's Engage platform with the lead-management and marketing automation tools of Engage B2B. Marketers can now access the best features from both platforms all in a single digital marketing platform.

Silverpop recognizes that while B2B and B2C marketers cater to different audiences, they share common goals and often common marketing tactics—making it logical for them to leverage features previously exclusive to one marketing tool or the other to raise their marketing performance to a higher level.

In particular, Silverpop Engage 8 helps email marketers increase the relevance and sophistication of their marketing programs by using three functionalities near and dear to a B2B marketer's heart, including contact scoring and Web tracking to create campaigns that are as close to one-to-one messaging as is possible.

Here is an overview of three features and capabilities in more detail:

1. Contact scoring and lead management:

Contact scoring for targeted messaging and lead management is more prevalent in the B2B marketing world. Contact scoring uses both explicit data (actions taken or not taken) and implicit data (demographic and survey data) to assign a point score to a prospect and assign them to distinct messaging tracks based on their initial and ever-evolving score.

Instead of treating those prospects to a barrage of standard messages, they receive messages tailored to their unique position in the lifecycle and designed to move them more quickly along the buying cycle.

Although some email marketers use database marketing techniques such as RFM (Recency, Frequency, Monetary) to segment their customers and target their messaging, many still use the "one size fits all" email strategy that sends the same email to each of those segments—which sometimes account for tens or hundreds of thousands of recipients.

The benefit: Email marketers can use demographic and behavioral information to score and forecast how likely customers are to buy or how engaged they are with your marketing campaigns. This drives the ability to create unique campaign tracks based on those score ranges, and not just on how well they fit standard, and often broad, segmentation criteria.

2. Connecting Web behavior to email addresses:

Web tracking ties your prospects' activity on your Web site prior to their opting in to email your email program.

The benefit: You'll gain access to a host of Web behavior data you can leverage to create highly relevant email messages once an anonymous visitor becomes a customer or email subscriber—beginning with the very message.

The opportunities to leverage this behavior to immediately send targeted messages and potentially identify a new subscriber with specific interests or characteristics are tremendous. Suppose you operate an online travel business. A prospect browses your vacations in Maui and Kauai and then opts in to your weekly deals newsletter.

If you didn't know her browsing interests, her first regular email received may not have any content or offers related to Hawaiian vacations, but instead promoting Disneyland, Florida or Europe.

But with this data, and with her contact score based on her email subscription and Web browsing, you can assign her right to your track for Hawaiian and similar vacation destinations.

3. Using data gained from contact scoring and Web behavior to create highly targeted campaigns:

The Engage 8 platform has a unique visual campaign builder, which uses drag-and-drop, movie-editor-style functionality to build a campaign workflow that can be based on contact scoring data and executed through multiple message tracks.

The benefit: You can create highly personalized marketing campaigns that are designed based on the actions and profile of each individual customer over the course of their lifecycle, not just a single message. For example, you could create a multi-part welcome series that changes the message content according to what your recipient does or doesn't do in prior messages, landing page interactions, etc.

If your recipient doesn't open either the first or second messages in your three-part welcome program, you could program your campaign to send an alternate message seeking feedback or offering an aggressive offer instead of the next regular message in the series.

Automation: A Key to Marketers Future Success

Sophisticated email marketers have continued to move their programs further and further away from a one-size fits all approach of “batch and blast" - incorporating Web behavior, trigger-based emails, dynamic content, lifecycle segmentation and more.

One challenge for marketers has been: How do you best leverage all of the data you are collecting to drive a series of automated email programs. By leveraging a number of proven B2B marketing automation techniques, Silverpop's Engage 8 platform should prove invaluable to email marketers looking to take their programs to the next level through greater use of automation.


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