eBook - Silverpop

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B2B and B2C Marketers: Not So Different After All What could B2B and B2C Q: marketers learn from each other to become better at email? Business-to-consumer and businessto-business marketers seem to exist A: in separate universes, each with its own sales process, marketing tactics and even marketing software, publications and events. But are they really that different? While selling to consumers differs in some key ways from selling to businesses, the differences are declining. <strong>Silverpop</strong> surveyed business and consumer marketers a few years back and found some shared goals as well as a few key differences. Most significantly, though, we found areas where each could really learn from the other to strengthen their own digital marketing programs. B2B and B2C Marketers Share Goals and Tactics ... Among them: • Leveraging new channels: Both B2B and B2C marketers are coming to terms with how to best leverage new marketing channels, such as social, mobile and applications • Increased upselling and cross-selling: An equal number of B2B and B2C respondents listed this as a top marketing goal. ... But They Differ on Two Key Goals ... • B2C Goal: Build Loyalty. “Increasing customer loyalty” was a top marketing goal for nearly half of B2C marketers, compared to less than a third of B2B marketers. • B2B Goal: Shorten the sales pipeline. Moving prospects through the sales cycle faster is a leading concern for more than half of B2B marketers but less than 3 of every 10 B2C’ers. ... And Can Use Those Differences to Learn from Each Other B2B and B2C marketers share many email tactics, although consumer marketers not surprisingly use cart-abandonment emails more often. Because B2B and B2C marketers have focused on different marketing approaches throughout the years, each group has developed techniques that the other could use, such as these: • Adopt automated marketing programs that incorporate contact scoring, nurturing and message tracks. Scoring contacts for targeted messaging tends to prevail in the B2B marketing world. Contact (“lead”) scoring uses both explicit data (actions taken or not taken) and implicit data (demographic and survey data) to assign a point score to a prospect. Instead of putting all new prospects/email subscribers into the same message stream, scoring programs sort them into specific messaging tracks based on their scores and propensity to buy. As their scores change, prospects are shifted into different tracks that can help move them more quickly through the buying cycle. While many consumer email marketers use database marketing techniques such as RFM (Recency, Frequency, Monetary) to segment customers and target their messaging, the combination of “scoring and nurturing” coupled with multiple messaging tracks is more common in B2B marketing. SILVERPOP.COM | PAGE 114
• Marry anonymous Web behavior to email addresses. More B2B marketers are connecting anonymous historical Web behavior on their sites to an email address once visitors have opted into their programs. This represents a tremendous opportunity to send targeted messages immediately and potentially identify a new subscriber with specific interests or characteristics. Suppose you operate an online cruise business specializing in Caribbean, Mexican and Alaskan cruises. A prospect could browse your Alaskan cruise pages and then opt in to your weekly “Cruise Deals” newsletter. If you didn’t know her browsing interests, your first program email to her could focus on Mexican cruises instead. Your window of conversion could be lost to a competitor who better targeted her interest. With this data, and knowing her contact score based on her explicit data collected and Web browsing, you can assign her right to your Alaskan-cruise track, leveraging dynamic content that matches her interest. • Post-purchase/loyalty marketing. B2B marketing tends to focus on gathering, qualifying and warming up prospects. Marketing touches all too often end when the leads move to the sales staff In contrast, B2C marketers understand that their best revenue opportunities (except for infrequent purchases such as cars) are with consumers that have previously purchased. Many focus on building and rewarding customer loyalty, which creates post-purchase relationships and increases lifetime customer value. Recouping acquisition costs and catering to the relatively small segment of customers who generate the highest value for the company are key concepts for consumer marketers. Particularly in a world gone social, where customers increasingly praise or rant about products and services, using email to retain and increase loyalty will be key for B2B marketers. Business marketers should incorporate these consumer-side strategies, such as using behavior and purchase data to identify the most loyal or valuable customers or those who are potential flight risks. This data can drive a variety of messaging tracks tailored to the customer’s stage and value. You could say that much of what I described above is basic lifecycle marketing. Perhaps, but our own study revealed that only a minority of email marketers deploy this approach. This highlights another similarity: Both B2B and B2C marketers have much to do to leverage their data and refine their marketing programs. SILVERPOP.COM | PAGE 115
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ALMOST EVERYTHING YOU WANTED TO KNO
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Introduction The email marketing la
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Why Email Continues to Rule the Dig
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Maximize Email’s Value Beyond the
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Email’s Other Role: Adding Value
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As marketers struggle to adopt emer
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Sources of Intent and Context Data
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Do Your Emails Need Ketchup? I need
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focusing on improving key aspects o
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Look for these opportunities to pro
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Find Your Fulcrum to Lift Your Emai
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A Progressive Approach Builds Frequ
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Upgrade Your Welcome Email What sug
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Using Email to Remarket to Your Cus
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Lifecycle Marketing Makes Frequency
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3Steady, Reliable Growth Is Your Ke
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6. Stage in the purchase or product
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5. Check-ins It started as a game (
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Social Sign-In: Take the Friction O
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Set up your form so that visitors w
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Give Your Email Messages Their Own
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• Product review pages: Solicit t
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the standard email client that it i
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4 Strategies to Add the Human Touch
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Is Your Email Message Template Read
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Life is Hard; Make Your Email Easy
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New Approaches to Holiday Email Mar
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This underscores a key finding in a
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• Some inboxes on mobile devices
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Optimizing Email for Mobile: Trends
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As a result, bigger has never been
Page 63 and 64: The Unsubscribe Process: Essential
Page 65 and 66: Time to Tackle Your List Churn How
Page 67 and 68: Your Next Challenge: Keeping Your E
Page 69 and 70: Your Email Deliverability FAQ What
Page 71 and 72: Should I use a shared IP Q: address
Page 73 and 74: 6Engagement: Why It’s Vital to Yo
Page 75 and 76: The Right Message Usable. Do you ma
Page 77 and 78: years and have no use for an engage
Page 79 and 80: What’s Your Preference? What kind
Page 81 and 82: Waking Up Your Zombie Subscribers A
Page 83 and 84: Tackle the Factors that Encourage L
Page 85 and 86: Address Updating Needs an ‘Easy
Page 87 and 88: 8 Roles for Email in a World Gone
Page 89 and 90: How Location-Based Services and Ema
Page 91 and 92: Social Sharing Expands Your Email R
Page 93 and 94: New Email Metric: Is It ‘Sharewor
Page 95 and 96: Social Media to Email: ‘Get Real!
Page 97 and 98: Email Versus Social? Take Both! How
Page 99 and 100: 8Testing, Measurement and Optimizat
Page 101 and 102: While getting the resources for aut
Page 103 and 104: on tweaking aspects of our program,
Page 105 and 106: 1. Message/Diagnostics Use: Answer
Page 107 and 108: • Designing emails for preview pa
Page 109 and 110: If It Ain’t Broke ... Fix It Anyw
Page 111 and 112: There’s a Gold Mine in Them There
Page 113: Examine the results in a week or tw
Page 117 and 118: tion because the consumer’s actio
Page 119 and 120: Should I Adopt the Latest Tactic th
Page 121 and 122: Real-Time Content Optimization: Tes
Page 123 and 124: 13 Keys to an Effective Correction
Page 125 and 126: 9Email In Your Organization I’ve
Page 127 and 128: • A “getting started” email s
Page 129 and 130: So, if you need both top-tier techn
Page 131 and 132: Moving Beyond ‘Batch and Blast’
Page 133 and 134: Birthday Emails: The Goodwill Ambas
Page 135 and 136: Rescue Those Abandoned Carts with E
Page 137 and 138: Send Email After the Purchase to St
Page 139 and 140: When to send: Depends on product or
Page 141 and 142: 4. Behavior-based tracks. Here, you
Page 143 and 144: 3. Redesign the inbox presence: •
Page 145 and 146: message for everything from deliver
Page 147 and 148: Silverpop Resources for Digital Mar
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