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Blair Cooke | EMSA 2010



B2B and B2C - Different strokes for different folks...

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 purchaseQuicker decision making processSimpler productsLess complex i.e. less sales involvementBigger audience
  • Make yourself relevantYou are not as sexy as you think you areSegment What data do you collect?How do you use it?PersonaliseTake me to the article you think I’m interested inGet 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 deliverability13% 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 sameComplexity of B2B makes email marketers work harderThe challenge for B2C email marketers is to think more like B2BThe infinite audience doesn’t existHow do I build a long-term relationship that engages my subscribers and adds value

Blair Cooke | EMSA 2010 Presentation Transcript

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