Marketing Automatisierung im B2C Umfeld

When you think of marketing automation software, you likely think about B2B companies with those long sales cycles, and extensive lead nurturing and scoring to help move prospects through the pipeline. Because at B2C companies the distance from prospective customer to paying customer can be so short, realistically, marketing automation isn’t a necessary tool for many consumer marketers.

And just because marketing automation isn’t a great fit for many B2Cs, it certainly deserves more attention at any company with a longer sales process.

Aspirational products create longer buying cycles

PerryGolf has been around for over 25 years putting together high-end golf trips, primarily to the British Isles. Its target market is the affluent, passionate golfer looking to spend several thousand dollars on up for a golfing excursion.

“The travel we sell has a high aspirational content to it,” explains Gordon Dalgeish, President, PerryGolf. “Scotland, and specifically St. Andrews, is regarded by many as the home of golf. It’s a place many golfers want to go at least once in their life. There is always a high level of interest, and in some respects, there are a lot of tire kickers out there.”

He adds, “We have a relatively high level of inquiry to conversion.”