This document discusses strategies for cross-over marketing between business-to-business (B2B) and business-to-consumer (B2C) contexts. It notes that while B2B and B2C differ in aspects like purchasing cycles and lead scoring techniques, they are similar in facing issues like cluttered inboxes and tighter budgets. The document recommends learning from each other by listening to customers, letting customers shape marketing, incorporating social media, using lead scoring to enhance sales returns, and automating marketing processes. The key is to engage customers at the right time through the right channels.

1. Cross Over Marketing:
B2B and B2C Strategies that Work for Both
Online Marketing Show, London
30th June, 2010

2. Agenda
• Era of Engagement
• B2B vs. B2C: Similarities and Differences
• Learning from Each Other
 Best practices that drive results
• Making it Work

3. Era of Engagement

4. How Are you Engaging with
Customers?

5. The real result.

6. Era of Engagement
• Consumer is king
• Inboxes are crowded
• Listen as much as you speak
• Creativity alone is not enough

7. Why Engage?
• To increase customer lifetime value?
• To increase the value the company
delivers to the customer?
• Answer is: Both

8. Relevancy is Key (and actually delivers)
1000
Monthly Revenue
Dollars Generated per Month
$840
Monthly Net Profit
800
$664
(in thousands)
600 $540
400
$306
$239
$159 $185
200
$40
0
No Targeting Website Analytics Targeted Social Targeting
Source: Q1 2009 Global Email Marketing
And On-Site Targeting Online Survey

9. Expectations are Increasing

10. B2B vs. B2C:
Similarities and Differences

11. 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

12. Top Marketing Goals
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
Source: Silverpop Survey: Exploring the Differences and
Similarities of B2C and B2B Marketing Tactics

13. Learning from Each Other

14. Listen as Much as you Speak
Source: Silverpop Research

15. Let Customers Shape Marketing
• What types of content do users
want?
• And how do they want to receive it?

16. Offer Choices During Registration
50
40
30
U.K.
20
46% North America
33%
10
0
U.K. North America

17. Types of Choices
• 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

18. Unsubscribe > Preference Centre
50
40
30
U.K.
20 40% North America
28%
10
0
U.K. North America

19. Right Message, Right Time
Source: Silverpop Research

20. Right Message, Right Time
• 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

21. Emails Received in 30-Days
0 20%
15%
1-4 47%
25%
5-10 30%
32%
11-15 3% U.K.
17%
North America
16-20
5%
21-29
2%
>30
3%
0 10 20 30 40 50

22. Incorporating Social Media
Source: Silverpop Research

23. 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

24. Normal email campaign

25. Share-to-Social Expands Virally

26. Scoring Leads: Enhance Sales and
ROI
Source: Silverpop Research

27. Lead Scoring
• Monitor readiness to buy
• Listen and watch
• Rank or score appropriately
• Nurture through relevant campaigns

28. Criteria Used for Scoring/Ranking
Demographic
Behavioural
Firmagraphic
Source: Silverpop Research

29. Scoring Leads: Enhance Sales ROI
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

30. 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

31. Making it Happen

32. Marketing Automation: Make it
Happen

33. Managing the Dialog
Leverage an email
marketing platform
to treat millions of
recipients as
unique individuals.

34. Plan Communication Streams

35. Managing the Data
Score and Rank
Engagement for each
and every prospect
and/or customer

36. Conclusion

37. 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

38. Thank You
Will Schnabel
Email: wschnabel@silverpop.com
Twitter: @wschnabel
Whitepapers and research studies can be found at
www.silverpop.com