Your competitors are doing it.
You’ve read the headlines about the benefits of marketing automation in B2B SaaS.
But like most, you’ve probably hesitated, thinking it’s either too complicated or not worth the
investment.
The reality?
Automating just your email campaigns alone can boost efficiency by over 30%, according to Forrester Research.
Wondering why your manual processes are holding you back while others scale with ease?
Stick around!
What is Marketing Automation?
Imagine having a relentless, tireless assistant that never sleeps, never takes a break, and is laser-focused on completing the mundane, repetitive tasks, so you can unleash your full creative potential.
That’s what marketing automation does for your business.
It harnesses the power of technology to streamline your marketing efforts, allowing you to engage with your audience more efficiently and effectively than humanly possible.
Marketing automation, especially in the context of B2B marketing automation, is the engine driving sustained results by enabling businesses to scale personalized communication efforts.
Without being burdened by menial tasks, your team is free to strategize innovative campaigns that capture attention and convert leads.
It’s not about replacing people; it’s about amplifying what your team can achieve, clearing the hurdles that slow you down, and unleashing a new level of productivity and precision.
Importance for B2B SaaS Companies
In the high-stakes game of B2B SaaS, marketing automation isn’t just nice to have; it’s essential.
It equips companies with the tools to manage an ever-growing flow of leads and customers, scaling operations without needing a significant increase in resources or personnel.
Marketing automation supports business growth by enhancing profitability, streamlining marketing campaigns, and improving team collaboration.
This isn’t just about efficiency; it’s about powering growth and ensuring you stay ahead of your competition in a rapidly evolving market.
- Enhanced Lead Management: Automation allows for comprehensive lead nurturing, ensuring that potential customers are engaged at every stage of the buyer journey. This results in improved conversion rates and accelerated sales cycles.
- Scalability: As your business grows, so does your need for robust systems capable of handling increased demand. Marketing automation scales with you, maintaining efficiency no matter the size of your audience.
- Data-Driven Decisions: Access to real-time data and analytics empowers teams to make informed decisions that lead to better outcomes and ultimately, higher revenues.
According to Gartner, companies implementing marketing automation see a 451% increase in qualified leads, underscoring its critical role in scaling B2B SaaS businesses efficiently.
Features of Marketing Automation Software
Marketing automation software isn’t one-size-fits-all; it’s a versatile suite empowering businesses to optimize diverse aspects of marketing.
Choosing the right marketing automation platform is crucial, as it should offer scalability and integration to enhance your B2B marketing efforts.
Each feature of this arsenal is designed to tackle specific challenges, allowing your marketing efforts to be more targeted and impactful.
- Email Automation: Craft automated campaigns tailored to user behavior, ensuring messages are relevant and timely. This is key for nurturing relationships without manual intervention.
- Website Visitor Tracking: Gain insights into what captures user interest, enabling you to refine content and enhance user experience. By understanding customer behavior, you can adjust your strategies to drive deeper engagement.
- Lead Scoring: Identify and prioritize leads, focusing sales efforts where they’re most likely to succeed, maximizing ROI.
- Social Media Management: Schedule and deploy content across channels with precision timing, maximizing visibility and engagement without the need for constant manual monitoring.
- Landing Page Creation: Easily design high-converting landing pages to capture more leads, all without needing a web development team. This allows for quick iterations and deployment as campaigns evolve.
Benefits for Small Businesses
Marketing automation is a game-changer for small businesses striving to punch above their weight.
By leveraging these tools, even the smallest operations can project the presence and agility of a larger company, optimizing their resources for maximal impact without breaking the bank.
- Cost-Efficiency: Achieve more with less by automating repetitive tasks, freeing up resources to be allocated towards strategic growth initiatives.
- Time Savings: With less time spent on mundane tasks, small business teams can focus on innovation and strategic planning, driving the business forward.
- Competitive Edge: Stay ahead of larger competitors by utilizing sophisticated marketing techniques tailored to your unique strengths and audience.
The Data & Marketing Association reports that businesses using automation experience a 14.5% increase in sales productivity and a 12.2% reduction in marketing overheads.
Limitations of Marketing Automation
While marketing automation is a formidable tool, it’s not a magic bullet.
Success hinges on effective implementation, creative thinking, and the quality of your underlying marketing strategy.
It aids execution but doesn’t replace the need for compelling content and innovative ideas.
- Content Quality: Automation doesn’t generate content; it delivers it. The quality and relevance of your messaging remain paramount in driving engagement and conversions.
- Human Touch: There’s no substitute for the human element in marketing. Relationships built on authenticity and emotion remain crucial, demanding a balance between automation and personal interaction.
- Initial Setup Complexity: Properly setting up an automation platform requires time and expertise to ensure it aligns perfectly with business goals and systems.
The necessity for robust strategy, creativity, and authentic interaction reinforces that while automation enhances capabilities, human ingenuity remains at the heart of every successful campaign.
10 Essential Benefits of Marketing Automation in B2B SaaS
In the hyper-competitive landscape of B2B SaaS, standing out is not about doing more but about doing better.
Marketing automation is your secret weapon, cutting through the chaos to elevate operational efficiency, supercharge results, and blow past your growth targets.
A well-planned marketing automation strategy is crucial for combining various marketing channels and automation platforms to enhance lead nurturing, improve customer engagement, and ultimately drive better business results.
It’s about working smarter, not harder.
If you’re not yet leveraging these benefits, it’s time to accelerate and stop leaving success on the table.
1. Increased Efficiency in B2B SaaS Marketing Operations
Driving results in B2B SaaS marketing isn’t just about working harder; it’s about working smarter.
The Growth Scorecard is a game-changer for marketing teams looking to maximize efficiency and impact by leveraging marketing automation tools.
Think of it as your strategic GPS, guiding every decision and direction with precision. It delineates not just where you stand but also highlights the path you need to traverse for success.
Using a structured framework like this changes how you deal with tasks, turning chaos into clarity.
What Makes It Work So Well
The magic of the Growth Scorecard lies in its ability to break down complex marketing tasks into manageable, strategic chunks tailored to the customer’s journey.
This organization transforms overwhelming to-do lists into actionable, purposeful operations.
Highlighted by our findings, marketing teams have noticed a 30-32% increase in operational efficiency just by adopting this organized approach (source).
- Tasks are segmented according to the customer’s interaction level.
- Enables targeted strategies at each phase of the customer journey.
- Reduces unnecessary duplication of efforts and streamlines processes.
Weekly Tracking
A vital feature of the Growth Scorecard is its weekly tracking mechanism.
This ensures agility and responsiveness, allowing teams to identify and address issues before they escalate.
Quick detection and resolution prevent potential roadblocks from becoming insurmountable obstacles.
For instance, if an email campaign underperforms, the team receives immediate feedback, paving the way for timely adjustments, not after costly delays.
- Facilitates agile decision-making and rapid response actions.
- Enhances the adaptability of marketing strategies.
- Promotes a culture of continuous improvement and proactivity.
Red-Yellow-Green System
Simplicity breeds efficacy.
The red-yellow-green alert system is not just intuitive but immensely effective in prioritizing tasks.
With this traffic light approach:
- Red signifies urgent attention needed.
- Yellow indicates monitoring but not immediate action.
- Green confirms that everything is proceeding smoothly.
This system transforms task management into a straightforward and understandable process, leaving no room for ambiguity or delay.
Clear Responsibilities
Clarity sparks accountability.
When every team member knows their role and responsibilities, it eliminates confusion and aids in seamless execution.
Gone are the days of miscommunication and oversight when Sarah in content marketing or Mike in email campaigns can operate with precise knowledge of their duties.
- Establishes clear ownership of tasks.
- Minimizes miscommunication and task overlap.
- Drives consistent delivery and accountability across teams.
Real Example: Email Campaigns
Take for example your email marketing campaigns and the use of a marketing automation tool.
Automation elevates the process by setting up sequences responsive to customer behavior.
This automation tracks key metrics like opens, clicks, and responses, liberating the team from mundane tasks and allowing them to craft engaging relevant content.
- Automates routine activities to focus on creativity.
- Provides actionable insights through data-driven metrics.
- Enhances personalization and engagement in customer communications.
2. Improved Lead Management and Qualification
Navigating the journey from initial awareness to transforming prospects into loyal advocates requires a strategic approach.
The Customer Value Journey offers a comprehensive map for understanding and optimizing this transformation.
With marketing automation in the mix, the entire lead management and qualification process becomes a finely tuned, efficient machine.
Lead generation is crucial in B2B marketing automation, as it aligns marketing efforts with sales goals and enhances conversions through personalized content and automated processes.
It’s about enhancing your efforts and making the customer journey seamless and highly effective.
Good Lead Management with Automation
Effective lead management begins with harnessing the power of automation to track and understand prospect behaviors on your platforms.
By keeping tabs on user activities—like pages visited, content downloaded, and email engagement—you create a clear profile for each potential customer.
This approach assigns scores based on these interactions, providing insights into lead interest and readiness to engage further.
- Software tracks user interactions and behavior.
- Assigns scores to leads based on specific actions and engagement.
- Prioritizes leads showing strong intent, such as frequent visits to high-value pages.
Segmentation of Leads
The strength of automation is further seen in the detailed segmentation of leads.
You can tailor communication strategies effectively by categorizing prospects according to their interests and actions.
For instance, in the world of accounting software, some prospects may be drawn to payroll solutions, while others are keen on tax preparation features.
Automation ensures that each group receives focused, relevant content, increasing the likelihood of conversion.
- Divides leads into targeted segments based on specific interests.
- Delivers personalized content to match individual segment needs.
- Enhances lead nurturing and improves conversion rates through tailored communication.
Collaboration Between Marketing and Sales
The intersection of marketing and sales is where true transformation occurs.
When automation marks a lead reaching a specific score, it promptly alerts the sales team, ensuring no opportunity slips away.
his seamless handover means hot leads are never left to cool off due to missed or delayed follow-up actions.
For instance, if a prospect watches your demo and repeatedly visits your pricing page, the system can immediately notify the appropriate salesperson and even schedule follow-up communications.
- Automation creates a bridge between marketing and sales interventions.
- Real-time alerts ensure timely actions by sales teams on promising leads.
- Facilitates efficient collaboration, reducing the chances of lost leads.
Benefits of Automated Lead Scoring
The impact of automated lead scoring is profound, enhancing productivity and efficacy for sales teams.
Companies leveraging this technology report spending less time on unqualified leads, allowing them to focus on prospects with genuine potential.
Additionally, marketing gains clear insights into the content and strategies that drive conversions, fine-tuning efforts to generate qualified leads effectively.
- Optimizes time spent on high-quality leads by sales teams.
- Provides marketing with insights into effective conversion tactics.
- Boosts conversion rates, customer satisfaction, and ultimately, revenue growth.
3. Enhanced Customer Experience Through Personalization
Imagine having a deep, insightful understanding of each customer—knowing not just their basic demographics but what truly motivates them and keeps them awake at night.
Integrating customer relationship management (CRM) systems with marketing automation platforms is crucial for achieving a comprehensive understanding of customer interactions.
This is where the Customer Avatar Canvas and marketing automation intersect to create unparalleled customer experiences.
The Customer Avatar Canvas
The Customer Avatar Canvas serves as a foundational tool for developing rich, detailed profiles of your target audience.
It goes beyond surface-level data, delving into the psychological and emotional facets that influence buying behavior.
By understanding these nuances, you can tailor your communications and offerings to resonate deeply.
- Craft comprehensive customer profiles beyond basic demographics.
- Capture key motivations, challenges, and desires of your target audience.
- Use insights to drive meaningful and relevant customer interactions.
Turning Profiles into Action
Leveraging these customer profiles through automation transforms potential into tangible action.
This automation fine-tunes your engagement strategies, customizing every interaction to match individual preferences and behaviors, replacing generic messaging with strategically targeted communication.
Personalized Emails
Gone are the days of generic, one-size-fits-all emails.
With marketing automation, each email is a tailored message designed to meet the distinct needs and interests of your audience segments.
For example, accountants and CFOs receive different communications, each addressing their unique needs within your product offerings.
- Customizes email content based on customer segments and interests.
- Ensures messages are relevant and resonate with the recipient’s role or need.
- Improves engagement by delivering pertinent, role-specific content.
Interaction-Based Messaging
Beyond static content, automation keeps tabs on how users engage with your digital assets.
This dynamic approach allows for real-time content adjustments based on user behavior.
If a prospect shows heightened interest in pricing details, they may receive a demo invitation.
Similarly, users downloading specific content might receive follow-ups that delve deeper into related areas.
- Observes and adapts to user interactions and behaviors.
- Provides timely, contextually relevant content based on actions.
- Fosters deeper engagement through responsive communication efforts.
Benefits of Personalization
The power of personalization lies in its ability to make messages resonate.
When content aligns with individual interests and needs, it cuts through the clutter, resulting in more meaningful interactions.
Businesses notice a noticeable shift in customer response when employing personalization strategies, with data showing significant improvements in engagement metrics.
- Aligns messaging with individual customer needs for more effective communication.
- Tailors content dynamically according to real-time user engagement.
- Enhances customer response rates, leading to improved conversion outcomes.
Impact on Engagement
The impact of personalization on engagement is profound.
Companies that nail personalization have reported substantial increases in email engagement metrics, with open rates climbing by as much as 25% (source).
Personalized communications not only attract attention but also encourage customer loyalty and retention, creating a more robust customer relationship with the brand.
- Increases email open and engagement rates significantly.
- Builds lasting customer relationships through relevant, personalized interactions.
- Fosters long-term loyalty and strengthens brand connections.
Automation Efficiency
Once personalized pathways are established, automation takes the reins, running these customized interactions seamlessly in the background.
This efficiency frees up your marketing team, allowing them to focus on broader strategy while ensuring each customer receives a personal touch tailored to their profile.
- Streamlines personalized communication processes through automation.
- Operates efficiently, requiring minimal manual oversight.
- Enables marketing teams to focus on strategy and growth initiatives.
The Importance of Personal Connection
Ultimately, personalization asserts a fundamental truth: customers desire to feel understood.
Effective automation enables companies to engage with each customer on a personal level, transcending generic messaging to create genuine connections, even at scale.
- Makes each customer feel valued and understood with precise messaging.
- Builds trust and loyalty through authentic, personalized interactions.
- Demonstrates empathy and understanding, fostering deeper brand connections.
4. Addressing Long Sales Cycles with Automation
B2B sales are notorious for dragging on, often stretching across months or even years.
This prolonged sales cycle places a heavy burden on sales teams, requiring meticulous tracking and follow-up.
The sales funnel is crucial in B2B marketing automation, as it helps nurture leads and convert them into customers by providing personalized content and timely engagement.
Fortunately, automation emerges as a powerful ally, enabling teams to maintain engagement with leads and manage their pipelines effectively without succumbing to frustration or oversight.
The Challenge of Manual Tracking
Manual tracking over extended sales cycles is a daunting task.
Handling hundreds of prospects, each at varying stages of engagement, demands incredible patience and organization.
This is neither sustainable nor efficient, as the sheer volume of work can result in lost opportunities and wasted time.
The Role of Marketing Automation
Automation alleviates these challenges by managing routine interactions and nurturing leads systematically.
By automating regular touchpoints, sales teams can focus on strategic engagements, ensuring no prospect is neglected during the sales process.
Benefits of Good Automation
Automation is transformative for long sales cycles, providing structured communication and engagement.
- Establishes automated email sequences to deliver valuable content over time.
- Monitors engagement metrics, such as email opens and website visits.
- Alerts sales teams to buying signals, highlighting warm leads ready for further interaction.
- Reminds sales reps to follow up on key accounts systematically.
- Automatically shares relevant content, such as case studies and updates.
Example: Selling HR Software
Consider selling HR software, where decision-making may take upwards of eight months due to budget approvals and departmental buy-ins.
Automation sustains engagement by sending carefully timed, relevant content like compliance updates or ROI calculators that keep prospects informed and interested throughout the process.
The Impact of Automation
Automation significantly enhances lead qualification, reportedly increasing qualified leads by 451% (source).
Sales representatives can then devote more time to closing deals, shifting focus from manual tracking to active selling.
Continuous Improvement
However, automation requires active management and refinement.
Regularly review and adjust sequences to ensure maximum efficacy.
While automation simplifies processes, it does not eliminate the need for diligent oversight to adapt to changing circumstances and customer responses.
5. Mitigating Subscription Model-Specific Churn Risks
The subscription business model thrives on customer retention, making churn one of its most significant challenges.
Marketing automation plays a pivotal role in identifying and mitigating churn risks before customer exits occur, safeguarding your revenue stream.
Spotting At-Risk Customers
To proactively manage churn, establish systems to flag potential cancellations.
Watch for indicators such as reduced product usage, lapses in logins, or repeated technical issues.
Once at-risk customers are identified, automation engages them with targeted messaging to revive their interest and commitment.
Automated Customer Engagement
Automated systems deliver strategic communications, ensuring at-risk customers receive timely interventions.
- Automatic check-in emails are triggered by decreased usage.
- Send useful tips and tricks to assist users facing difficulties.
- Issue personalized renewal reminders highlighting their product accomplishments.
- Present special offers that encourage long-term commitment.
Personalizing Outreach
Generic messaging can fall flat, so personalization is key. Use customer-specific data, such as industry type, company size, and product usage patterns, to craft messages that speak directly to each subscriber’s needs.
An enterprise client requires a different touch than a small business, necessitating tailored approaches.
Tracking and Optimizing
Consistently monitor engagement outcomes to identify effective strategies.
Analyze which messages and offers consistently resonate with at-risk accounts and leverage this information to refine outreach approaches.
Data-driven insights reveal valuable patterns, informing successful churn mitigation efforts.
6. Enhanced Multi-Stakeholder Decision-Making in B2B Sales
Navigating the complexities of B2B sales can often feel like herding cats, especially when multiple stakeholders are involved.
With each person in the decision-making hierarchy focused on unique aspects of a purchase, ensuring alignment can seem chaotic.
Marketing automation steps in to streamline this process, ensuring every decision maker receives the pertinent information they need, precisely when they need it.
The Complexity of B2B Sales
B2B sales rarely involve just one decision-maker.
Instead, the process often involves satisfying the unique concerns of diverse players such as the IT manager, finance team, and CEO. Each stakeholder has distinct priorities, requiring tailored information to propel the decision.
How Marketing Automation Helps
Automation simplifies stakeholder engagement by managing the distribution of critical information effectively.
- Delivers role-specific content to inform decision-makers appropriately.
- Tracks engagement to identify who has interacted with which content and who needs additional outreach.
- Ensures consistent messaging across all levels of the organization involved in the decision.
- Schedules timely reminders to maintain momentum in the sales process.
For instance, automation can deliver technical specifications to the IT team while also dispatching ROI calculations to the finance department, ensuring all stakeholders have what they need without manual intervention.
Benefits of Automation
The result?
Automation accelerates the sales cycle.
By organizing stakeholder communication through automated processes, sales teams can reduce inefficiencies and focus on core activities.
A software company I know reduced its sales cycle by 40% through effective stakeholder communication automation.
Tips for Effective Automation
Integrating some strategic tips can further enhance automation effectiveness:
- Develop distinct content tracks for technical, financial, and executive stakeholders.
- Implement automatic alerts for unengaged key players to prompt timely follow-up.
- Coordinate demo scheduling automatically to accommodate multiple decision-makers.
- Track engagement levels to pinpoint potential obstacles in the decision process.
7. Better Data Management and Insights
Managing data efficiently doesn’t have to be a constant struggle.
Marketing automation empowers B2B SaaS companies with streamlined data tracking and analysis, helping to identify strategies that yield results and those that don’t.
Automation and Customer Journey
Automation simplifies the categorization of key metrics according to the customer’s journey stage.
Instead of wading through a sea of data, companies gain a clean perspective on activities across each interaction point in the journey.
- Tracks essential metrics like email opens for new leads and product usage data for existing customers.
- Provides a clear view of performance at every stage of the customer lifecycle.
- Facilitates easy comparison and analysis of engagement across different journey phases.
Growth Scorecard Framework
The Growth Scorecard framework excels in maintaining data cleanliness and ensuring the reliability of customer insights.
- Automates data cleansing by removing duplicate entries and updating outdated contact information.
- Fills in missing data by leveraging ongoing customer interactions.
- Ensures your contact lists remain accurate and actionable over time.
Red-Yellow-Green System
Implementing a Red-Yellow-Green system provides at-a-glance insights into marketing operations:
- Green indicates operations are running smoothly.
- Yellow signals areas requiring attention.
- Red highlights problem zones needing immediate intervention.
This visual system simplifies the process of identifying and addressing issues before they escalate.
Real-Life Benefits
Here’s why this approach is so beneficial in real-world applications:
- Maintains a clean, up-to-date database without manual intervention.
- Identifies trends over time without resorting to cumbersome spreadsheets.
- Automates report generation, eliminating late nights preparing presentations.
- Allows teams to focus on problem-solving, not problem identification.
Historical Tracking
Historical tracking is a game-changer, offering clear insights into performance fluctuations over time.
Instead of speculating on why previous quarters performed better, teams can pinpoint exact changes such as declining webinar signups or reduced email open rates.
8. Improved Alignment Between Marketing and Sales Teams [Growth Scorecard]
Achieving harmony between marketing and sales teams can be challenging, but it’s crucial for driving growth.
With the Growth Scorecard and advanced automation tools, aligning these teams on shared goals becomes significantly easier.
This synergy eliminates traditional barriers and sets both teams up for success.
The Key to Success
The cornerstone of successful alignment is ensuring that both teams reference the same data and metrics.
When marketing and sales share insights across different customer stages, they work towards unified objectives.
Both teams can, for instance, access real-time insights on how many leads progressed to demos or which email campaigns attracted the most qualified prospects.
Shared Metrics That Matter
Having a common set of metrics ensures both teams pull in the same direction:
- Marketing understands which content effectively generates quality leads.
- Sales identifies when prospects are primed for engagement.
- Conversion rates are tracked collaboratively across every stage.
- A unified definition of a “qualified lead” aligns both teams’ strategies.
Working Together Better
The Growth Scorecard’s intuitive dashboard facilitates seamless collaboration.
By providing a centralized view, it allows both teams to evaluate performance cohesively.
The straightforward red-yellow-green system highlights the state of processes—green for on-track, yellow for caution, and red for immediate action.
Real Results
Aligning marketing and sales with a shared perspective leads to measurable improvements:
- Sales cycles typically shorten by 20-25% as processes become more efficient.
- Fewer leads go unnoticed or unaddressed.
- Reduces team conflicts and enhances cooperative efforts.
- More deals are closed faster due to synchronized workflows.
9. Improved Performance Metrics and Data-Driven Decisions
Marketing automation paired with the Growth Scorecard revolutionizes performance tracking, making it straightforward to measure success accurately.
By categorizing metrics based on distinct stages of the customer’s journey, from awareness to advocacy, teams gain clarity on effectiveness and areas for improvement.
What Makes This Combo Work
This powerful combination thrives on the precise selection of metrics at each journey stage:
- Tracks specific metrics, like email open rates and website visits, during the awareness phase.
- Monitors conversion indicators such as demo requests and sales calls during later stages.
Focusing on pertinent data keeps strategies actionable and ensures efforts remain closely aligned with what’s effective.
Traffic Light Indicators
The Growth Scorecard employs accessible red, yellow, and green indicators, functioning like traffic signals for marketing initiatives.
This system enables instant identification and rectification of issues, preventing delays in strategy adjustments.
Quick Adjustments
For instance, a swift review can rectify the issue if email campaign click rates decline (indicated by a red light).
Conversely, high webinar signup rates (green light) signal opportunities to enhance what’s working.
Resource Allocation
The real magic happens when aligning resources with data-driven insights.
Numbers revealing superior blog performance compared to social media guide resource allocation, ensuring time and money are invested wisely.
FAQs
Harnessing Automation for Smarter B2B SaaS Marketing Strategies
Imagine having a marketing process so efficient that your team can shift focus from repetitive tasks to crafting creative strategies that captivate customers and fuel growth.
Marketing automation is more than a tool for scaling businesses—it’s a transformative approach to modern marketing.
For B2B SaaS companies navigating complex customer journeys, it means improved lead management, advanced personalization, and seamless collaboration between sales and marketing.
It’s about delivering outstanding customer experiences while empowering your team to work smarter, not harder.
Take control of your marketing operations today by exploring free trials of automation tools or downloading guides to map out your starting point.
Whether you’re a budding enterprise or a well-established SaaS powerhouse, automation has the potential to elevate your strategy and engage your audience in unprecedented ways.
Consider the impact of automating just one marketing task—imagine the resulting efficiency, team satisfaction, and customer delight!
A solid 15 years of Digital Marketing | AI & Automation | SEO & Content Marketing Strategy | Customer Value Journey.
Experience with businesses big & small: Globerunner (SEO & marketing agency), PowerSchool (B2B SaaS), PFSweb (e-commerce), Southwest Airlines (travel), and Mary Kay (beauty & skincare).