B2B and B2C
Different strokes for
different folks
Blair Cooke
Database Marketing Director
Fairfax Digital
B2C
B2B
B2C challenges are less arduous
This can make us lazy
B2C marketers
with a batch and blast approach
and little interest in
relevance
or much thought given to engagement.
So we need bigger and bigger lists.
Instead we should
be inquisitive
and engage our
subscribers.
Add value to their experience
Create a conversation
Build their trust
Engender loyalty
You are not as sexy
as you think you are
The hidden cost of email
Are B2B & B2C all that different?
Blair Cooke
Database Marketing Director
Fairfax Digital
LinkedIn: http://www.linkedin.com/in/blaircooke
Twitter: @WiseMouth
Blair Cooke | EMSA 2010
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Blair Cooke | EMSA 2010

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B2B and B2C - Different strokes for different folks

Whether you work in a business to business (B2B) or a business to consumer (B2C) organisation, each presents a completely different set of challenges. This session examines two very different approaches to email marketing.

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  • Low value purchase
    Quicker decision making process
    Simpler products
    Less complex i.e. less sales involvement
    Bigger audience
  • Make yourself relevant
    You are not as sexy as you think you are
    Segment
    What data do you collect?
    How do you use it?
    Personalise
    Take me to the article you think I’m interested in
    Get the timing right (trigger-based email)
    Subscribers want to be the first to know
  • Bad marketers can run a profitable campaign that converts at 0.0002%
    Bad email marketing kills your engagement…
    …which then affects your deliverability
    13% of “delivered” email never makes it to the inbox (Return Path)
    So we fall back to bigger lists, more frequency, “smarter” creative
  • Principles are the same
    Complexity of B2B makes email marketers work harder
    The challenge for B2C email marketers is to think more like B2B
    The infinite audience doesn’t exist
    How do I build a long-term relationship that engages my subscribers and adds value
  • Blair Cooke | EMSA 2010

    1. 1. B2B and B2C Different strokes for different folks Blair Cooke Database Marketing Director Fairfax Digital
    2. 2. B2C B2B B2C challenges are less arduous
    3. 3. This can make us lazy B2C marketers
    4. 4. with a batch and blast approach
    5. 5. and little interest in relevance
    6. 6. or much thought given to engagement.
    7. 7. So we need bigger and bigger lists.
    8. 8. Instead we should be inquisitive
    9. 9. and engage our subscribers.
    10. 10. Add value to their experience
    11. 11. Create a conversation
    12. 12. Build their trust
    13. 13. Engender loyalty
    14. 14. You are not as sexy as you think you are
    15. 15. The hidden cost of email
    16. 16. Are B2B & B2C all that different?
    17. 17. Blair Cooke Database Marketing Director Fairfax Digital LinkedIn: http://www.linkedin.com/in/blaircooke Twitter: @WiseMouth
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