B2B Website Case Study

SendinBlue Automation is a particularly effective tool for a B2B website whose primary goal is to collect prospects and gradually convert them into loyal customers. In a few minutes you can install the Automation solution on your company website and create your first workflows. Whether it’s to support your customers during their first purchase or send a reminder to existing customers, setting up Marketing Automation workflows is now a fundamental part of any B2B relationship marketing strategy.

1. B2B website case study - Context & Objectives

Context

To make the case study more tangible, we’ll take the example of an insurance broker for microbusinesses/SMEs. The broker acts as an intermediary between its customers and the insurance companies. So that our example is as realistic as possible, our case study will be based on “John Bamati”, who has just set up as an insurance broker offering business insurance.

Marketing objectives

John’s marketing objectives are fairly typical:

  • Collect more prospects > The website allows visitors to obtain a price estimate or download a white paper after entering their email address. KPI = number of email addresses collected per week (or even the number of openers’ email addresses collected).
  • Convert prospects into customers > John naturally wants to convert all the prospects whose email address and telephone number he has collected into customers. KPI = Weekly or monthly conversion rate.
  • Retain customers > The final step is retaining the maximum number of existing customers. Acquiring new customers is very expensive and it is vital to retain as many existing customers as possible. KPI = Average customer lifetime / Number of renewals.

2. Some B2B workflow examples

To collect email addresses, we suggest that John uses SendinBlue’s forms and plugins. Here are some examples of workflows that John could build to convert more prospects and better retain his customers.  

Objective Workflow Name Starting Point Description
Conversion After downloading white paper 1 Add to the list "White Paper 1"

 - Send email #1
 - Wait 2 days
 - If link A in email #1 is clicked >  Send email #1.1
 - If link B in email #1 is clicked >  Send email #1.2
 - If no clicks > Send email #1.3

 

Conversion After visiting page A Page A visit (dedicated to a specific offer)

 - Send email #2
 - Wait 2 days
 - If email #2 is opened > Send email   #2.1 - If email #2 is not opened >  Send email #2.2

 

Retention After taking out 1st policy Date 1st policy taken out between today and the day before yesterday

 - Send email #3
 - Wait 2 days
 - If email #3 is not opened, send    SMS   #3.1

 

Retention 30 days before policy expires Date last policy taken out between -365 et -335 jours.

 - Send email #4 - Wait 2 days
 - If email #4 is not opened, send  email #4.1
 - If email #4 is opened but not  clicked, send email #4.2
 - If email #4 is clicked, send email  #4.3
 - Wait 2 days
 - If email #4.1 and 4.2 are not  clicked, send SMS #4.4

 

Once you understand how it works, you will see that the main limitation is your creativity. Creating a workflow is really very simple. The most difficult thing is having a clear vision of the overall relationship strategy you want to implement.

3. Tagging plan

There is, however, a technical constraint when it comes to building some workflows: identifying your website visitors. Creating a workflow that makes use of the data already recorded by SendinBlue could not be simpler. You can easily create workflows whose starting point is a contact being added to a specific list or the fact that a contact attribute meets a specific condition that will be tested every day.

Now let’s take the more difficult example of the 2nd workflow in the table shown above, in which we want to use the pages visited by each contact. A certain amount of work is involved in setting up workflows that use behavioral data from your website.

Just like Google Analytics, SendinBlue allows you to install a tracking script on your website (see article on configuring your website to track the pages visited by each identified contact). And the primary objective is to have a maximum number of "identified" contacts, i.e. those whose email address can be matched with their website clickstream.

There are two ways to match this data to identify your contacts:

  • When a SendinBlue contact clicks in one of your emails, we deposit a cookie which allows us to identify this contact when they next visit your website.
  • Visitors, who are anonymous at first, can be identified when they enter their email address on the website (for a newsletter subscription, to create an account, etc.). All the pages they visit after they have been identified are then uploaded to SendinBlue Automation.

As well as identifying visitors, there is another challenge in terms of tracking visitor behavior. In 90% of cases, the pages that were visited give us the information we need, but there are many instances when the URL of these pages is not enough. A simple example is if you want to track "Add to basket" to build a reminder workflow based on an abandoned basket.

Often, adding an item to a basket does not trigger the loading of a new page with a specific URL but a pop-up that opens and stays on the same page without the URL changing. SendinBlue offers different tags (Events, Links, Virtual Pages) to precisely track visitor behavior even when the URL does not change.

To simplify your developer’s work, we recommend you create a table with a list of the "tags" you want to set up. In digital marketing jargon, this type of table is known as a "tagging plan".  

Function Code location Key Parameters
General script

Header – all pages

 

N/A N/A
Identify

Newsletter subscription

 

$email  
Identify

White paper download

 

$email, $name, $postal_code, $URL,
Event

Click on Add to Basket button

 

add_basket $category, $product, $price
Event

Purchase confirmation page

 

product_purchased $category, $product, $price
Page

Form – steps 1 to 3

 

Form$step or $step equals 1, 2 or 3 $title, $product, $price

 

Once your technical team has set up the different scripts on your website, don’t forget to check it is all working properly. The aim is simply to make sure that all the information (identifications, events, pages, etc.) that is supposed to be uploaded to SendinBlue Automation uploads correctly. To make this easier, we suggest you use the Logs/Event Logs report so you can see all the data that is being uploaded.