12 Marketing Automation examples and flows for B2B and B2C (2023)

Marketing Automation is a fantastic tool that can help you bring your email marketing to a whole new level. By using the software, you can automatize parts of your marketing process. The days, where you only made a simple, static newsletter and sent it to the customers once a week after spending 5 hours in planning and executing the newsletter, are gone.

Marketing Automation may sound complicated, but in reality, the basic principle is quite simple: With Marketing Automation, you can set up automated flows that will hit your customers or leads at the right times. And one of the best things about it, is that when you have set up your flows, the automation part will do the rest for you. This means that you constantly will generate more value for your business without actually doing anything.

It doesn’t sound stupid, does it?

Marketing Automation can be used at many different stages of your business and requires a bit of preparation. It takes a little time to find out which flows you can set up which will give you the greatest benefit. And over time, you will probably find out other exciting flows that you can set up in extension or as a replacement for the already existing ones.

Whether your business is B2C, B2B, a public institution or something fourth, Marketing Automation can be integrated into your marketing with great benefit.

Below, Marketing Automation examples follow of how you can use Marketing Automation flows in the various business types.

(Video) Difference Between B2B and B2C Marketing Automation

Marketing Automation examples B2C

1. Welcome email

One of the most used B2C Marketing Automation flows is the one where you set up a series of welcome emails.

When people have just signed up for your newsletter, it is about getting the communication started right away, because at this point, you know that the recipient of your emails is committed and would like to hear from you. You will therefore always experience higher open rate, click through rate and conversion rate at this time.

At this point, you have many good opportunities to get the person further warmed up and get that person converted into a customer. Create a welcome flow where you offer the person free shipping or 10% on first purchase. You can also use the opportunity to send a number of educational emails to the customer, where you introduce your various products, provide detailed product information, and show how they can be used.

2. VIP and reward of loyal customers

You should do something extra for your most loyal customers. Therefore, set up a Marketing Automation flow that rewards the customers who have bought X number of times within a given period of time, or who have bought for more than X amount of money in a given period. Give them access to sales before other customers, or give them 20% on the category where they usually purchase their products from. When you introduce a new brand on the webshop, you can make sure that the VIP customers get the X number of percent off the new brand if they want to test it.

Examples of scenarios that may trigger VIP status:

– Purchased for X amount of money
– Has bought X number of times on the webshop
– Has opened and clicked on from your newsletters
– Has bought X number of times via the newsletter

3. Birthday, anniversary or something else

(Video) 12 Marketing Automation Tools For Small Businesses

Set up a Marketing Automation flow that automatically sends a birthday greeting to the person on your contact list. Give a voucher for a free gift, give a 20% discount or offer free shipping. The possibilities are many.

You can also choose to celebrate “anniversary” with the customer, where on the one-year day after the customer’s first purchase, you automatically send an email with a discount for the next purchase.

4. Follow-up on sale

Set up a flow where you automatically send an email to a customer when it is about time to buy again, or when a new model/version of a product that the customer has bought has come.

Examples of flows:

– Products such as hygiene products, shaving equipment, coffee, tea, wine etc. is usually something that one needs to re-buy after a while. Make sure that the customer is automatically reminded about this with links to the products that he or she usually buys
– The customer has bought an air conditioning system, and it is time for the service or the filter should be replaced
– The car workshop automatically sends an email when it is about to be a summer holiday, and the car should be checked before the trip to the south
– The customer has purchased a Samsung Galaxy S9 mobile phone and now the Galaxy S10 can be pre-ordered
– The customer has bought a mobile phone, and now a new, lightning-fast wireless charger has come for this model

5. Warming up cold customers

One of the most important Marketing Automation B2C flows you should set up, is a targeting of customers who have not made a purchase for a long time. Obtaining new customers is always very expensive, and therefore it is important to keep your existing customers as long as possible. Send a “We have not heard from you for a long time” or “We miss you” email and offer a hatch discount to get them back as active customers again.

6. Ambassador emails

Make a flow where the customer receives an email 7 days after a purchase, asking for the experience of the purchase. Ask the customer to recommend you, on, for example, Trustpilot, Pricerunner, Facebook or Google. Or ask the customer if he or she wants to recommend you to a friend and get a subsequent reward.

(Video) How to Choose a Winning B2B Marketing Automation Platform

7. Abandoned baskets and retargeting

Set up a flow that will be triggered if people have left a full shopping basket on the webshop. Send an email that shows the products that the customer has left in the basket. If the customer has not responded after a few days, you can resend the email and add a discount coupon. Remember to also use other retargeting options in your marketing mix such as Google Ads, Facebook Ads etc.

Marketing Automation examples B2B

1. Visits to important pages

You always have web pages on a website that have a higher value than others, and that can indicate that the visitor is about to become a customer. If this is not followed up, the potential customer may be lost forever. If the visitor is looking at the pages with prices or some very specific product pages, you can set up a flow that will further explain these products and how they can give value to the potential customer.

2. Onboarding of new customers

For B2B companies, getting leads that can be converted to customers is crucial. That can be a difficult process; One thing is even getting leads to sign up on the website, by ways of anonline form. The next is to convert them into customers.

Here is Marketing Automation a very valuable tool. Make a flow where the lead will get sent a number of emails, where it is explained how your product works, and where there are examples of how you, as a customer, get the best out of your product – and how the customer can use the product himself for his own customers.

The clear advantage here is that you do not necessarily have to dedicate time making product presentations, and at the same time, it is easier for you to reach the customers who do not want a personal inquiry from your company, but would rather like to snoop around on their own.

3. Lead-Nurturing

(Video) Marketing Automation for Small Business - 4 Examples | Marketing 360®

The goal here is to ‘nurture’ or ‘nuzzle’ the potential customer. There are several ways to do this, but one of the popular methods is to make articles about the industry you are in with how to guides or the like, that causes the lead to perceive you as a “thought leader” – so that you and your company are the ones who ‘have control over the cases’. This gives trust and credibility and can ultimately be what converts the lead into a customer.

As the process progresses, and you gain more and more credibility towards the lead, you begin to incorporate increasingly more sales-based material.

4. Churn Rate reduction

For companies with subscription solutions, including SaaS (Software as a Service) companies, it is incredibly important to retain the customers as long as possible. They constitute the entire basis of existence, and it is therefore of course vital to keep as many customers as possible. This is known as the concept of customer-churn – how many customers leave the business. Of course, it is about having as low churn as possible.

There can be many reasons why a customer wants to withdraw from a subscription scheme. Maybe they don’t use the product enough, maybe they can’t figure out how to use it, maybe they think the product has become too expensive or maybe their focus has shifted to other parts of the business. Regardless, you are naturally interested in retaining all these customers.

Set up a Marketing Automation flow where you ask why they want to terminate their subscription, in order to see if you can keep them.

To also ensure a low churn rate, you should do nurturing of your customers so that you ensure that the customers have you fresh in their memory and constantly feel secure in the choice of your product.

5. Reward of brand-ambassadors

If you can get existing customers to recommend your products to their circle, it is of very high value to your business. Studies have repeatedly shown that recommendations from friends, families or colleagues have a very high credibility.

(Video) Marketing Automation Trends for 2023 | Marketing Automation Strategies | AI Tools

Therefore, make a recommendation option in your emails and create a flow where you automatically reward those who recommend your business to their other networks.

In addition, make your customers aware that if they recommend your business to others in their network, they will be rewarded with a discount code or similar.


What is the difference between B2B vs B2C marketing automation? ›

B2C is all about the customer journey and where the individual is in his or her unique process, whereas B2B marketing automation is more about education and value-sharing for a large group and focused on nurturing a lead through a sales funnel.

What is marketing automation in B2B? ›

B2B marketing automation is an affordable and scalable way of streamlining your marketing efforts by outsourcing repetitive tasks. From email marketing to social media to even ad campaigns, marketing automation reduces human error and as a result, improves a marketing team's efficiency.

What are examples of marketing automation? ›

Survey & feedback emails

Sending out surveys to gain feedback on products, services, and updates is another excellent marketing automation example. These are typically sent out after triggers, such as purchases, or program, site, or product updates.

What is B2C marketing automation? ›

B2C marketing automation happens when businesses use software to automatically execute tasks to promote and sell their products to consumers. Companies can leverage such apps and systems to increase efficiency, revenue, and ROI.

What is B2B vs B2C marketing examples? ›

B2B refers to businesses that are focused on serving other businesses instead of themselves. Some examples include software, manufacturing equipment, and repair services for long-haul fleets. B2C refers to businesses that are focused on the needs and interests of their customers, who are often individuals.

What is B2B and B2C marketing strategies? ›

B2B means business-to-business, while B2C means business-to-consumer. Each type of marketing has its advantages over the other in terms of the effort put in, but they are radically different approaches that marketers must consider as they promote their products and services.

How do you automate a B2B business? ›

Here are ten B2B marketing automation strategies to help your company experience growth.
  1. Automate the Lead Follow-Up Process. ...
  2. Use Lead Scoring to Identify Warm Leads. ...
  3. Build B2B Email Journeys to Turn MQLs to SQLs. ...
  4. Create Targeted and Automated ABM Campaigns. ...
  5. Segment Email Workflows by Product or Service.

How do you automate B2B sales? ›

  1. NetHunt CRM: Automate data generation, management, and workflows.
  2. LinkedIn Sales Navigator: Automatic CRM lead generation.
  3. Novocall: Sales call automation software.
  4. Leadfeeder: B2B website lead generation software.
  5. Clearbit: Automatic lead intelligence platform.
  6. Calendly: Calendar event automation.
Nov 23, 2022

What is an example of automation in business? ›

An example would be your project management software integrated with your customer support software. A customer complaint comes through, but instead of waiting in an inbox for someone to process it, the integration automatically sends it as a task to the person assigned to handle them.

What are 5 different types of automation? ›

Types of Automation
  • Industrial Automation. Using technology to perform tasks that can be repetitive, dangerous, or otherwise unsuitable for humans is known as industrial automation. ...
  • Numerically Controlled Machines. ...
  • Industrial Robots. ...
  • Flexible Manufacturing Systems. ...
  • Computer-Aided Manufacturing.

What is the best example of automation? ›

Examples of automation include

Cars which use technology, cameras and artificial intelligence to drive. Though self-driving cars are not without risk of crashing, they can be set up with a higher standard of safety than your average human driver, who will get tired and make mistakes.

What is B2C marketing examples? ›

B2C companies operate on the internet and sell products to customers online. Amazon, Meta (formerly Facebook), and Walmart are some examples of B2C companies.

What is B2C marketing strategies? ›

Business-to-consumer marketing, or B2C marketing, refers to the tactics and strategies in which a company promotes its products and services to individual people — creating, advertising, and selling products for customers to use in their everyday lives.

Is Apple B2B B2C or c2c? ›

As an example, Apple has aspects of its business that are B2C (Selling in a Best Buy), B2B (Corporate Sales) and DTC (Apple Stores).

What is B2B marketing give example? ›

B2B marketing means business-to-business marketing. It's any marketing strategy or content used by one business to target and sell to another business. For instance, companies that sell services, products, or SaaS to other companies or organizations typically use B2B marketing.

Can we provide B2B and B2C examples? ›

An example of B2B would be a chipset manufacturer that sells its products to other companies. Business-to-consumer (B2C) is the term used to describe a business relationship between one company and at least one individual consumer. An example of B2C would be a travel agency that sells flights to individual consumers.

Is Amazon a B2B or B2C? ›

Business Price is a discounted price that Amazon Business (B2B) Sellers can offer to their Business Customers.

What are B2B and B2C contracts? ›

B2B is the acronym for Business to Business. It is a type of business relationship in which businesses provide goods or services to other businesses. B2C is the acronym for Business to Consumer. It is a type of business relationship in which businesses provide goods or services to individuals.

What is B2B and B2C social media marketing? ›

Most of the time, B2B (also known as business-to-business) marketing focuses on logical process-driven purchasing decisions, while B2C (also known as business-to-consumer) marketing focuses on emotion-driven purchasing decisions.

What is the biggest difference between the B2B and the B2C buying process? ›

B2B customers buy products/services that meet certain specifications while B2C are more flexible. When most businesses are buying new products or services, they'll have certain specifications in mind. Let's take a PSA (Professional Services Automation) tool as an example.

What is B2B flow? ›

The B2B, or business-to-business, sales process simply refers to the series of events, phases, or steps that occur when one business sells (or attempts to sell) a product or service to another business, hence the name.

What are three examples of business processes automation? ›

Business Process Automation Examples
  • HR Management. ...
  • Analytics. ...
  • Customer Relationship Management. ...
  • Inventory Management and Planning. ...
  • Operations Management.

How do you automate a marketing strategy? ›

7 Ways to Automate Your Marketing
  1. Automate Your Email Marketing. ...
  2. Automate Lead Nurturing. ...
  3. Automate PPC Optimizations. ...
  4. Automate Social Media Posting. ...
  5. Automate Ad Creative Updates. ...
  6. Automate Lead Management. ...
  7. Automate Web Chat.

How do you automate B2B prospecting? ›

5 Techniques to Automate Prospecting and Improve Quality of Your Leads and Marketing
  1. Having a solid model for lead qualification.
  2. Funneling initial leads with a clear response framework.
  3. Identifying pain points of sales ready leads.
  4. Setting triggers to identify other high-value actions.
Jan 4, 2023

How do you automate a business workflow? ›

Steps to Creating a Workflow
  1. Start small but start now.
  2. Identify stakeholders and document who does what and when.
  3. Create a workflow diagram.
  4. Implement the workflow using simple automation software.
  5. Test the workflow.
  6. Deploy the workflow and train users.
  7. Solicit feedback and iteratively improve.
  8. Analyze and optimize.
Feb 8, 2022

What are the 6 most common automated processes? ›

Here are the most popular processes you can start automating now:
  • Employee onboarding.
  • Customer Support.
  • Sales/CRM Process.
  • Customer Support.
  • Sales/CRM Process.
  • Social Media Management.
  • Expense Tracking.
  • Accounting Reconciliation.
Jan 23, 2023

What are the 4 types of automation? ›

There are four types of automation systems: fixed automation, programmable automation, flexible automation and integrated automation. Let's take a look at each type and their differences and advantages. Then you can try to determine which type of automation system is best for you.

What are the types of automation explain with an example? ›

Three types of automation in production can be distinguished: (1) fixed automation, (2) programmable automation, and (3) flexible automation.

What is the major difference between B2B and B2C? ›

B2B stands for 'business to business' while B2C is 'business to consumer'. B2B ecommerce utilises online platforms to sell products or services to other businesses. B2C ecommerce targets personal consumers.

What's the difference between B2B and B2C and how does each impact how you approach prospects? ›

B2C marketing is the target audience. B2B marketing focuses on selling products or services to other businesses, while B2C marketing focuses on selling products or services directly to consumers. In B2B marketing, the target audience is the professionals and decision-makers within a specific industry.

What is the difference between B2B and B2C personalization? ›

B2B Personalization Targets Several People – B2C is Individual. Consumer brands might factor spouses into the deliberation process and even then, only for high-value items. With B2B, even one-to-one ABM content must consider how the individual uses the product/service within a team context.

What are examples of B2B marketing? ›

Two good examples of B2B marketing are Monday.com's B2B brand strategy on LinkedIn. Another out-of-the-box example is the way Gong plans and executes its Super Bowl adverts. It's companies like these that sell solutions to help businesses automate or enhance their processes.

What are B2C and B2B decision-making models? ›

A B2C model has a larger consumer base, but only targets customers on an individual basis. Most likely, any purchase made from a B2C company will be on a smaller scale with the majority of the decision-making done by a single buyer. Because of these differences, B2B models tend to focus on a large-scale market.

What is the decision-making process between B2B and B2C? ›

Most of the time, B2B (also known as business-to-business) marketing focuses on logical process-driven purchasing decisions, while B2C (also known as business-to-consumer) marketing focuses on emotion-driven purchasing decisions.

What is B2B and B2C decision-making process? ›

B2B: the decision to buy a product or service has commercial purposes, so the sale needs a rational analysis, a longer consideration time, and ongoing assistance by the seller. The decision involves many areas of the enterprise. B2C: The sale is usually less rational and more based on impulse.

What are the advantages of B2B over B2C? ›

While the buying process may be longer, a B2B customer is not likely to purchase just one or two small items like B2C customers will. Instead, you're more likely to sell large quantities of products with a B2B client. Additionally, you have a greater opportunity to reach out to B2B customers to make repeat purchases.

Which factors are more important in making a sale in B2B over B2C? ›

Customer relationships are undoubtedly of prime importance in both B2B and B2C sales models. The difference lies in the time period of each customer relationship.

Which companies are both B2B and B2C? ›

B2B And B2C Websites Example You Can Learn From
  • Illumina. Illumina is a well-known company in the genomics and biotechnology industry and it is also a remarkable example of B2B and B2C business. ...
  • Steris. ...
  • Epson America. ...
  • Callboxinc.
Jan 3, 2022


1. How we Automate our LinkedIn Outreach with Expandi
(Alex Berman - Cold Email and B2B Lead Generation)
2. B2B Marketing Secrets Master Class
3. Marketing Automation will transform your customer experience!
4. [Marketing Automation] Esteban Sánchez - How to Use B2B Marketing Automation More Effectively
(B2B Marketers on a Mission)
5. Ten Things to Know about Marketo and B2B Sales and B2B Marketing
(Adobe Experience Cloud)
6. B2C Marketing demo: Create and track relevant, personalized campaigns


Top Articles
Latest Posts
Article information

Author: Rueben Jacobs

Last Updated: 06/15/2023

Views: 6019

Rating: 4.7 / 5 (57 voted)

Reviews: 88% of readers found this page helpful

Author information

Name: Rueben Jacobs

Birthday: 1999-03-14

Address: 951 Caterina Walk, Schambergerside, CA 67667-0896

Phone: +6881806848632

Job: Internal Education Planner

Hobby: Candle making, Cabaret, Poi, Gambling, Rock climbing, Wood carving, Computer programming

Introduction: My name is Rueben Jacobs, I am a cooperative, beautiful, kind, comfortable, glamorous, open, magnificent person who loves writing and wants to share my knowledge and understanding with you.