4 Successful B2C Marketing Automation Case Studies to Follow

8 out of 10 businesses that have implemented marketing automation have achieved remarkable successes. The incredible efficiency that marketing automation brings makes no businesses can ignore it. In this blog, we will explore 4 real-life business cases that have successfully implemented marketing automation.

Netflix: Marketing Automation to Make Recommendations

Netflix is a prime example of a successful marketing automation case. In 2019, the company had a record year, gaining a massive community of users and generating $20B in revenue. During that, Netflix used specifically machine learning algorithms and data analytics systems to create a recommendation function.

While competitors were relying on traditional methods, Netflix used marketing automation to analyze user browsing preferences. Thus, they managed to have personalized recommendations that kept users engaged.

Image 1: Netflix homepage (source: Marketplace.org)

In addition, Netflix also applied marketing automation in its personalized email marketing strategy to. These emails included relevant movie recommendations, updates on popular shows, and other information. Consequently, Netflix’s recommendation system impressively accounted for 80% of content watched.

Image 2: Netflix member emails (source: Behance)

Thanks to marketing automation, Netflix has become the biggest streaming service business of all time.

Panasonic: Automate the Relationship between Sales and Marketing

Panasonic‘s success in marketing automation has revolutionized the perception of technical automation. The European branch of Panasonic’s global B2B division aimed to streamline its sales departments and improve coordination between sales and marketing. Previously, each of the 13 B2B product divisions independently worked with its own teams, and customer databases.

Image 3: Panasonic (source: Biometric Update)

In 2012, Panasonic Europe merged its various B2B divisions into PSCEU using Marketo. Marketo had helped to simplify the system with minimal intervention from the IT department. After a year, the platform was integrated with Panasonic’s Salesforce CRM to import over 55,000 contacts and train 50 employees.

This led to significant growth in every KPI. The sales pipeline from marketing campaigns grew from 10% to 26%. The number of monthly marketing campaigns increased by 100 times without additional resources. In just 18 months, the number of contacts in Panasonic’s CRM doubled to 110,000.

McAfee: Marketing Automation to Rocket Conversion Rate

McAfee initially had no problem generating leads as it had a large number of them. However, the low conversion rates made the sales team concerned about the quality of these leads. In order to improve the situation, McAfee adopted Oracle Marketing Cloud, now called Eloqua. They wanted to align the sales and marketing departments, to acquire more conversions.

Image 4: McAfee (source: PC)

Instead of passing on all leads to sales, it segmented leads into personalized follow-up campaigns. McAfee used lead scoring to track the progress of the nurtured prospects. From there, they only passed on the most conversion-ready leads to sales. Besides a lead scoring system, McAfee was able to create a segmented nurturing program, providing leads with the right information during their journeys.

Image 5: Marketing Cloud of McAfee (source: responsys)

As a result, the number of leads decreased by 35%. More importantly, the overall quality improved with a four-fold increase in conversion rates.

Paper Style: Automate Email Marketing to Drive Engagement

Paper Style, a customized wedding invitations company, saw a decline in click rates due to their generic email approach. Thus, they decided to target their audience of brides, brides-to-be, and friends of brides with a new idea. Paper Style partnered with Whereoware to design an email marketing automation campaign.

Image 6: Paper Style’s invitation (source: Telloquent)

This campaign was centered around the theme of a wedding timeline. They utilized CTAs such as clicking on a link, purchasing wedding products, or visiting wedding-related pages to identify prospects. Once identified, prospects were divided into two tracks. The first track is customers who were shopping for themselves. The second group is those shop for a friend. After that, a series of five automated emails were sent to them at appropriate intervals. Each email contained information and links relevant to the recipient’s interests, such as wedding invitations, and gifts.

As a result, Paper Style observed a 244% higher open rate, a 330% increase in revenue per mailing, and a 161% increase in click rate.

Best marketing automation service!

Successful marketing automation campaigns can serve as great examples for businesses looking to improve their marketing efforts.

Surfline Media offers marketing automation services that can help businesses achieve their marketing goals. Contact us today!