I’m joined today with EJ White, a senior strategist here at WebMechanix. He works with Shlomo Trachtenberg. They work heavily on B2C and B2B clients to optimize marketing automation, and that’s a hot space right now.
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Transcript:
– When I think of marketing automation, I think of, I do think of work flows and email, but you’re making the point that, hey, it’s not just that.
– Yeah, you can really get as complicated or as simple as you want.
– Alright, welcome back to another episode of More Than Marketing. I’m your host Arsham Mirshah. I’m joined today with none other than EJ White. He’s a senior strategist here at WebMechanix. He works with Shlomo Trachtenberg, who’s been on some episodes in the past. You guys work heavily together on both B2C and B2B clients. You guys do a ton of marketing automation and that’s a hot space, hot MarTech, the intersection of marketing and technology is marketing automation, right. So I wanna talk about marketing automation today.
– Sure.
– I brought you in, ’cause I see you doing a lot with it and finding some really cool results for clients.
– Yeah, absolutely.
– So I figured we’d talk about it and we just find, see if we can help our audience. I think that our audience as directors of marketing, they’re VPs of marketing, CMOs, they wanna know about marketing automation, EJ.
– Sure.
– So let me ask you, you work in primarily B2C, but also in B2B.
– Sure.
– Tell me what you love about marketing automation.
– Sure, so marketing automation is naturally a very broad area of marketing, but
– Sure.
– I find it to be one of the most fulfilling and kind of fun areas to be in right now.
– Okay.
– There’s never been a time when technology is so accessible. The economies of scale have brought the price down that it’s pretty much accessible to really anyone. No matter the size of your organization, B2B, B2C, pretty much any organization that I’ve come across can benefit from marketing automation, whether it’s–
– Yeah, there’s so many providers out there, right?
– Absolutely.
– They all kinda cater to different ones like Infusionsoft, HubSpot, Marketo, those, you know, SharpSpring, to name a few.
– We could have an entire episode–
– Klaviyo, I’m just naming ’em, right? Entire episode of just naming them, that’s good.
– And those are, you named a lot of the email marketing software. Even things like Privy, or OptinMonster, those play an important part.
– Okay, yeah, yeah, good call.
– Obviously Marketo, one of the bigger names, just got acquired by Adobe. But in all, it’s a lot of fun. So I do a lot of work in the e-commerce space, as you know, and so we’re using a lot of marketing automation in terms of user personalization. So in the e-commerce world, the transaction compared to the B2B world, tends to be a lot shorter.
– Shorter, yes.
– And a lot more spontaneous.
– Yes, yes.
– And so what we work really hard to do is really make that session or that experience as personal, as like one-to-one, as possible. So we can do that with a lot of ways. One of them is pricing, so figuring out user behaviors and maybe not necessarily showing them a custom price, but being able to give them coupons based on their behavior. You might not want to give everyone a coupon, but if you can see that somebody’s closer to conversion, you can automate the way they get special pricing.
– Right, I like that.
– Can help conversion rates.
