b2b b2c marketing strategies that work for both
DESCRIPTION
The marketing divide is diminishing. B2B scores leads and B2C sends offers. B2C incorporates dynamic content while B2B nurtures prospects from interest to conversion. Both sets of marketers can learn from each other. Silverpop conducted a survey of B2B and B2C marketers to find out which tactics work best. Discover some of the best segmenting techniques used by both groups, and the kinds of email marketing campaigns that drive the best results. You’ll learn: • How B2B marketers can benefit from sending messages at just the right time • How B2C marketers can use lead scoring methodology to enhance sales and ROI • The benefits both can receive from incorporating social media into the mix Presented by Will Schnabel, Silverpop at the Online Marketing Show in London, June 30. 2010.TRANSCRIPT
![Page 1: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/1.jpg)
Cross Over Marketing:B2B and B2C Strategies that Work for Both
Online Marketing Show, London
30th June, 2010
![Page 2: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/2.jpg)
Agenda
• Era of Engagement
• B2B vs. B2C: Similarities and Differences
• Learning from Each Other
Best practices that drive results
• Making it Work
![Page 3: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/3.jpg)
Era of Engagement
![Page 4: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/4.jpg)
How Are you Engaging with
Customers?
![Page 5: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/5.jpg)
The real result.
![Page 6: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/6.jpg)
Era of Engagement
• Consumer is king
• Inboxes are crowded
• Listen as much as you speak
• Creativity alone is not enough
![Page 7: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/7.jpg)
Why Engage?
• To increase customer lifetime value?
• To increase the value the company
delivers to the customer?
• Answer is: Both
![Page 8: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/8.jpg)
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)
![Page 9: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/9.jpg)
Expectations are Increasing
![Page 10: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/10.jpg)
B2B vs. B2C:
Similarities and Differences
![Page 11: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/11.jpg)
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
![Page 12: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/12.jpg)
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
![Page 13: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/13.jpg)
Learning from Each Other
![Page 14: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/14.jpg)
Listen as Much as you Speak
Source: Silverpop Research
![Page 15: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/15.jpg)
• What types of content do users
want?
• And how do they want to receive it?
Let Customers Shape Marketing
![Page 16: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/16.jpg)
Offer Choices During Registration
46%
33%
0
10
20
30
40
50
U.K. North America
U.K.
North America
![Page 17: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/17.jpg)
• 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
![Page 18: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/18.jpg)
Unsubscribe > Preference Centre
28%
40%
0
10
20
30
40
50
U.K. North America
U.K.
North America
![Page 19: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/19.jpg)
Right Message, Right Time
Source: Silverpop Research
![Page 20: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/20.jpg)
• 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
![Page 21: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/21.jpg)
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
![Page 22: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/22.jpg)
Source: Silverpop Research
Incorporating Social Media
![Page 23: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/23.jpg)
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
![Page 24: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/24.jpg)
Normal email campaign
![Page 25: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/25.jpg)
Share-to-Social Expands Virally
![Page 26: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/26.jpg)
Source: Silverpop Research
Scoring Leads: Enhance Sales and
ROI
![Page 27: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/27.jpg)
Lead Scoring
• Monitor readiness to buy
• Listen and watch
• Rank or score appropriately
• Nurture through relevant campaigns
![Page 28: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/28.jpg)
Criteria Used for Scoring/Ranking
Source: Silverpop Research
Dem
ogra
phic
Behavio
ura
lF
irm
agra
phic
![Page 29: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/29.jpg)
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
![Page 30: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/30.jpg)
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
![Page 31: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/31.jpg)
Making it Happen
![Page 32: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/32.jpg)
Marketing Automation: Make it
Happen
![Page 33: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/33.jpg)
Leverage an email
marketing platform
to treat millions of
recipients as
unique individuals.
Managing the Dialog
![Page 34: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/34.jpg)
Plan Communication Streams
![Page 35: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/35.jpg)
Score and Rank
Engagement for each
and every prospect
and/or customer
Managing the Data
![Page 36: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/36.jpg)
Conclusion
![Page 37: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/37.jpg)
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
![Page 38: B2B B2C Marketing Strategies That Work for Both](https://reader034.vdocuments.us/reader034/viewer/2022051819/54c56b224a7959dd2c8b456d/html5/thumbnails/38.jpg)
Thank You
Will Schnabel
Email: [email protected]
Twitter: @wschnabel
Whitepapers and research studies can be found at
www.silverpop.com