Business-to-business or B2B companies were among the first to take on this form of automation. Specifically, their B2B marketing automation included the business services, manufacturing, and software and tech industries. Now, more B2B companies have come aboard, as have business-to-consumer or B2C companies. In retail, entertainment, media, finances, and healthcare industries, B2C marketing automation provides valuable insights. For instance, these industries can study their average customer lifecycle, review the customer’s progress in the sales funnel, and track engagement per customer. Better yet, they can do all this in real time..