What can you learn from your B2B or B2C counterparts?
“Do you have clients in B2B?”, “Can you show me proven campaigns in B2C relationship building?”, “How do you manage lead nurturing via email?” … These are some of the questions we get on a daily basis. Many companies draw a strict line between B2B and B2C email marketing because the approach seems to be completely different. But, is it really? Because remember, it's all people's business out there. And behind every personal email address, there's a B2C consumer as well as a B2B purchaser.
Admittedly, there is a difference between B2B and B2C email marketing. But in essence, the difference isn't as big as you would expect.
Raising an eyebrow, are you? Well, here's a little quiz…
• During the past year, have you been looking for a way to combine email with social, local and mobile marketing?
• Have you been looking into new possibilities for cross and upselling?
• Have you been digging into massive amounts of data and tried to find out how
to use it wisely?
Whether you are a B2B or B2C marketer, our guess is that you answered at least 2 out of 3 questions with a “yes”. But what exactly is the difference then? Hard to put the finger on it, but B2B has built up a strong knowledge around shortening the sales funnel, whilst B2C has strong knowledge of relationship marketing. And both can draw knowledge from that expertise.
So what can B2B learn from B2C?
B2C has been rocking the scene with relationship marketing. More than anyone else, B2C marketers understand the value of building an online presence, staying top of mind and working towards the highest possible brand awareness. As a B2B marketer, try to find that perfect balance between frequency, relevancy and commercial opportunities.
Furthermore, B2C pros understand that the strongest relationships are built after the purchase. So B2B marketers, make sure to extend your funnel: don't just offer relevant content in a prospect phase, but keep your customer close after the purchase with a relevant post-purchase program.
And what can B2C learn from B2B?
Back in the early days of email marketing, most B2B companies used email as a fully-fledged prospection tool. Over the years, they may have somewhat revamped this approach, but still it's wise to try and understand how to apply prospection techniques in email. So as a B2C marketer, try to find out which funnel-shortening techniques are relevant for your business. In other words, learn how to locate that shortcut from suspect to customer.
For that matter, check out the techniques B2B professionals use to add scores to leads. By doing so, they can easily adapt their communication and shift a contact through the sales funnel quicker. As a B2B marketer, you will probably be using techniques such as RFM analysis, but try to focus on the pre-sales phase too. Scoring models to move suspects to sales in a swift way may be very helpful.
B2C and B2B email marketing aren't all that different. Want to get the most out of it? Get inspired by your B2B or B2C counterparts: watch, learn and implement!