Meeting your Business Targets using B2E Marketing Automation

Before we jump into this one, let’s first define the term “B2E”.

In the wide world of marketing acronyms, you knew this one was coming sooner or later.

You have Business to Customer (B2C), which usually encapsulates marketing from industries such as retail, travel, real estate, education, etc. Then on the other side of the coin is Business to Business (B2B). There, you get marketing within industries such as development, hospitality, consulting, insurance, etc.

Now you obviously get a lot of lines being crossed between industries and who they service, but away from the outside world, what happens when you want more focus on coordinating your inner processes, maintaining accuracy on company communication, and the ability to sustain a positive morale within your own organisation?


Well, there’s always Business to Employee (B2E)



What are some examples of B2E application capabilities?


  • Internal online insurance policy management
  • Corporate announcement circulation
  • Online general supply requests
  • Special employee offers and benefits management


Business to Employee is the practice a company has of using their inner business network, and providing usually exclusive products and/or services to their employees. Such companies use B2E networks to automate employee-related corporate processes.

And there’s that infamous term again… automate.


What do we mean when we add in the term “marketing automation” to the term B2E?


Sending marketing materials to the people who make money off the salaries that are generated through sales, that stemmed from similar marketing materials being digested by their customer base… sounds confusing, right?

Well, in some ways it is. But I think what’s lost in translation here is the term “marketing”. Most portals, programs, software and digital tools these days have the capability of automating certain sequences, tasks, processes, workflows, etc. However, how they are used in a way that markets to their intended audience each and every day is highly critical.

B2E portals have to be compelling, streamlined, and easy to navigate for the people who use them. Why be the insurance company that follows the top technology trends for financial services, by getting every new shiny B2E tool, when your team aren’t trained nor compelled to use them?

People are creatures of habit, and get comfortable in their ways. Even if a company’s management shift the sand beneath them, they can usually find a way to keep doing it “old school” or finding any means to avoid being too exposed to a different way of working. It’s definitely that “free will” what separates us from AI systems that do machine learning, and makes them look so tantalising. Complete control vs creative thought – always a great conversation starter!


The huge difference a good B2E system can make


New Machine Learning | Blended Digital


Let me take you down memory lane on one of my own personal experiences of a change in a B2E system from a company I worked with in the past. For a while, this start-up company had been flip flopping between different systems every couple of months. Like Australia’s prime ministers, none seemed to last too long.

What we wanted to accomplish was to have a system in place for managing everything (timesheets, project time tracking, sales pipelines, meetings, internal assets, etc.). We went from using a very basic version of JIRA, to several other failed attempts that came and went too quickly for me to remember, to this clumsy monstrosity called Bitrix24.

Finally, after many months and wasted weeks of trying to get the most out of our Bitrix24 investment, we ditched it and went to the next best and logical choice: HubSpot.

We started on the free version, and immediately gained tonnes of value out of just that (every person in our organisation had a free seat as well). We used the free version for months, mainly for the sales tools, and some internal marketing. But then we went Pro and never looked back!

HubSpot for B2E Automation | Blended Digital

We used workflows and sequences tools for many complex and repetitive daily tasks for all our B2E marketing automation, such as:


  • Inbound lead workflows that are triggered from chatbot interactions. The workflow then automatically segmented the leads into personalised lists for each sales person (based off the interaction). Said lists, weekly, would trigger automated emails with list specific dynamic content, letting us know what types of leads we had in our lists, and what internal assets would work best for such leads.
  • Internal policy and procedure updates sent weekly via automated internal platform notifications, triggered by any landing page content updates enacted by management.
  • Goal achievement Slack messages sent to the whole organisation weekly, set up via HubSpot Workflows and Slack integration, with personalised content that outlined the top company performers and their achievements.
  • Timesheet integration with Xero, with a workflow set up so that our remaining accrued leave and sick days would be sent to us each individually on a monthly basis, within automated emails containing personalised and dynamic content specific to us as individuals.


Using the HubSpot interface was incredibly gratifying as well. As someone who focused on Digital Account Management, I dipped in and out of using the marketing, sales, and customer service tools quite frequently. What made it easy to switch away from using other programs religiously (such as Google spreadsheets, Dropbox, Gmail, MailChimp, etc.) were these top 3 things HubSpot offered that no other platform had done successfully:


1. A user friendly, simple, and palatable interface with everything integrated.

2. Online enablement training and constant personal support.

3. A simple way to conduct successful B2E marketing automation, all in one place.


This is not an advertisement for HubSpot whatsoever. It’s just an example of how we harnessed a tool in the past to achieve some incredibly effective B2E marketing automation that aligned well with our company’s personal business targets.

Speaking of which, we should move onto the other focus of this article: meeting your business targets.


Meeting your business targets


I think the above examples I gave in my personal case study do give a very surface level look at how you can meet your business targets (either as an individual or a company) by harnessing B2E marketing automation practices effectively. That all came through many months of trial and error, and after our run in with Bitrix24, we already knew what we needed and why. So the same could apply for how you go about it for your own self and organisation.


My top tips are…


  • Complete the discovery sessions as an entire team, and invest in a whole work day.
  • Trial the platforms, get everyone on them, and ask around.
  • Figure out the goals and challenges, not just of your company, but every single person’s own struggles and work-life gaps.
  • Talk to EVERYONE at your company (even if they’re in accounting or work the reception desk) as every team member has value to add.
  • Understand as an organisation how each personal goal can align with each business target and KPI via established company SMART goals.


People are Your Business | Blended Digital


Doing the above will catapult you (figuratively, of course) towards meeting your business targets as an organisation is only as good as its people.


What you should expect from a B2E system?


Your ideal B2E system should be working well and delivering on expectations, and nothing should be missed, forgotten, or lost in translation.

You should be marketing correctly, efficiently, and effectively to everyone in your organisation and meeting all their needs on a daily basis. No time should be wasted asking for someone internally to email that proposal, spreadsheet, or important marketing material again. Your people should also be constantly reminded of why they work there, what their goals are, and how they align with the company’s overall objectives. Everyone in an organisation needs to unite under one common vision.

So if you’re doing all that with carefully crafted automation systems, then you should be significantly cutting your time and money wasting on menial tasks, while still creating personal experiences for everyone. Thus, keeping every individual feeling valued, supported, and happy.


Harness the power of B2E Marketing Automation and meet your business targets with ease!