steal their playbook: what consumer marketers can learn from b2b
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Steal their Playbook:What Consumer Marketers can learn from B2B
Matt ZilliDirector, Product Marketing, Marketo@mattzilli
1700s
I’ve given you all my
leads!
Prepare your leads!
1800s
Where are my leads?
I’ve got no leads.
1900s
Terribly sorry, but I don’t have any more leads.
I asked for leads.
And now… B2B marketers have it easy
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And now… B2B marketers have it easy
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
How can we apply a similar approach in
marketing to consumers?
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Let’s boil it down…
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
• Understand each person
• Engage beyond a single touchpoint or transaction
• Drive people towards a goal
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Personal
Durable
Directed
Personal
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Marketo Proprietary and Confidential
Personal, B2B style
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Personal, B2C style
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Marketo Proprietary and Confidential
Adaptive MarketerImage: Hugh Mac Leod, www.gapingvoid.com
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Marketo Proprietary and Confidential
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Marketo Proprietary and Confidential
When it comes to marketing,nobody wants to get blasted
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Marketo Proprietary and Confidential
Personal….with content
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Marketo Proprietary and Confidential
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Marketo Proprietary and Confidential
Personal….with cadence & channel
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Durable
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Marketo Proprietary and Confidential
Durable, B2B style
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Durable, B2C style
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Durable
Credit Card Mortgage Rates Life Insurance
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Lead Nurturing
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Nurturing
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Nurturing (def.): Building relationships with customers over time through engaging conversations
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•Communications flow one to the next
•Listens and responds
•Relevant and meaningful
What is an engaging conversation?
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Listen & Respond
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Directed
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Directed, B2B style
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Directed, B2C style
Our post just hit a hundred likes!A HUNDRED!!!
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Directed, towards a goal
GOALSYou gotta start somewhere
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Directed, throughout the lifecycle
Awareness
Knowledge
Consideration
PurchaseRepeat Purchase
Loyalty
Advocacy
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A word on measurement…
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A word on measurement…
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1) Take a customer-centric view, not a campaign-centric view
2) Choose goals that can be measured (duh)
3) Determine which (trackable) behaviors indicate your marketing achieved your goals
A word on measurement…
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Tweetable Takeaways…
1. Consumer marketing for the twentieth century:Personal, durable, directed
2. Get personal with your customers: Send relevant content on their schedule, not yours
3. Build relationships with your customers over-time and they’ll rarely unsubscribe
4. Marketing should drive your customers through their lifecycle faster than they’d go on their own
5. Measuring your marketing is easy if you don’t overcomplicate it. Focus on moving people through their lifecycle
@mattzilli@marketo
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