b2b b2c marketing strategies that work for both

Cross Over Marketing:B2B and B2C Strategies that Work for Both

Online Marketing Show, London

30th June, 2010

Agenda

• Era of Engagement

• B2B vs. B2C: Similarities and Differences

• Learning from Each Other

Best practices that drive results

• Making it Work

Era of Engagement

How Are you Engaging with

Customers?

The real result.

Era of Engagement

• Consumer is king

• Inboxes are crowded

• Listen as much as you speak

• Creativity alone is not enough

Why Engage?

• To increase customer lifetime value?

• To increase the value the company

delivers to the customer?

• Answer is: Both

Do

llars

Ge

ne

rate

d p

er

Mo

nth

(in

thousands)

$159

$540

$664

$840

$40

$185$239

$306

0

200

400

600

800

1000

No Targeting Website Analytics Targeted Social Targeting

Monthly Revenue

Monthly Net Profit

Source: Q1 2009 Global Email Marketing

And On-Site Targeting Online Survey

Relevancy is Key (and actually delivers)

Expectations are Increasing

B2B vs. B2C:

Similarities and Differences

B2B vs. B2C

Differences

• Length of purchasing cycles

• Comfort level with lead scoring techniques

• Knowledge of sophisticated email techniques

Similarities

• Cluttered inboxes

• Tighter budgets

• Email a valuable, cost-effective tool

Top Marketing Goals

Source: Silverpop Survey: Exploring the Differences and

Similarities of B2C and B2B Marketing Tactics

Both B2B and B2C marketers want to:

– better leverage new marketing channels

– improve analytics to strengthen campaigns

– upsell or cross-sell to customer base

– increase contact database

But B2C marketers are focused also on:

– increasing customer loyalty

While B2B marketers want to:

– move prospects/leads faster through the sales

pipeline

Learning from Each Other

Listen as Much as you Speak

Source: Silverpop Research

• What types of content do users

want?

• And how do they want to receive it?

Let Customers Shape Marketing

Offer Choices During Registration

46%

33%

0

10

20

30

40

50

U.K. North America

U.K.

North America

• Email address update/password update

• Current email subscriptions– Newsletters, solo offers, company news, third-party offers

• Content or interest preferences– Skiing versus snowboarding, cycling versus running

• Message format– Text, HTML, mobile-optimised HTML

• Frequency (higher and lower)

• Update communication channels– Email, RSS feeds, direct mail, SMS)

• Demographics: gender, locale, birthday, position

• Firmagraphics: industry, company revenues, employees

Types of Choices

Unsubscribe > Preference Centre

28%

40%

0

10

20

30

40

50

U.K. North America

U.K.

North America

Right Message, Right Time

Source: Silverpop Research

• Consumers will receive 9,000+ email

marketing messages a year by 2014

• Email subscriber interest begins to

disintegrate as soon as two weeks after

the opt-in

• Ideal send times vary among recipients

• Send Time Optimization

Right Message, Right Time

Emails Received in 30-Days

3%

2%

5%

17%

32%

25%

15%

3%

30%

47%

20%

0 10 20 30 40 50

>30

21-29

16-20

11-15

5-10

1-4

0

U.K.

North America

Source: Silverpop Research

Incorporating Social Media

Going Social

• Understand your brand advocates

Who they are

What motivates them

How they are different

• Deliver email content they are most likely to

share (‘Sharability’)

• Share-to-Social

Normal email campaign

Share-to-Social Expands Virally

Source: Silverpop Research

Scoring Leads: Enhance Sales and

ROI

Lead Scoring

• Monitor readiness to buy

• Listen and watch

• Rank or score appropriately

• Nurture through relevant campaigns

Criteria Used for Scoring/Ranking

Source: Silverpop Research

Dem

ogra

phic

Behavio

ura

lF

irm

agra

phic

Interest Level Tactics

Interested •Welcome messages

•An educational campaign

•Lead warming activities

•Promotions for first purchase

Engaged •Renewal notices

•Shopping cart abandonment notices

•Service alerts

•Receipts

•Reminders of upcoming events

•Special promotions for top customers

•Targeting based on website activity

Lapsed •Surveys to determine reasons

•Incentives to revisit the website

•Promotions to encourage purchases

Scoring Leads: Enhance Sales ROI

Understand Deliverability Data

• Inbox Preview

– What does your message look like

• Spam Assassin

– SPAM scoring

• Inbox Monitoring

– % Delivered to actual inbox

• IP Segmentation

– Sending reputation

Making it Happen

Marketing Automation: Make it

Happen

Leverage an email

marketing platform

to treat millions of

recipients as

unique individuals.

Managing the Dialog

Plan Communication Streams

Score and Rank

Engagement for each

and every prospect

and/or customer

Managing the Data

Conclusion

Keys to Success

• Let prospects/customers lead

• Send at the right time

• Embrace social

• Determine engagement level and lead scores

• Automate Nurturing

• Pay attention to email deliverability

• Leverage marketing automation appropriately

Thank You

Will Schnabel

Email: wschnabel@silverpop.com

Twitter: @wschnabel

Whitepapers and research studies can be found at

www.silverpop.com