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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.
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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: [email protected]
Twitter: @wschnabel
Whitepapers and research studies can be found at
www.silverpop.com
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