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Boost B2C Marketing Results with Customer-centric B2B Tactics
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Boost B2C Marketing Results with Customer-centric B2B Tactics
W
hile B2B and B2C marketers cater to di erent audiences and apply di erent tactics, one thing is certain. Today all marketers—whether selling to business decision makers or consumers—must treat each and every
customer or prospect as a unique individual. But even though many B2C marketing campaigns are high on creativity, they’re often low on personalization, segmentation and automation.
B2B marketers, on the other hand, diligently create dialogues with individual prospects and customers, gathering information through giveand-take communications programs that can be handed over to a sales rep when the time comes to push toward conversion. That kind of one-toone focus benefits companies—whether they’re selling cargo containers or cargo pants. Unfortunately, many B2C marketers simply divide email lists into two or three segments based on certain basic attributes like opens and clicks or gender and geography. Perhaps they’re using this “one-size-fits-most” strategy because they either fail to gather customer and prospect insights or struggle to find the best way to leverage all the data they do compile. By implementing some of the tried-and-true B2B contact management and marketing automation techniques, B2C marketers are better able to turn potential customers into paying customers and even lifelong fans. Following are results-generating B2B tactics that can work equally well for B2C marketers. Gather Customer Data—Then Use It In today’s competitive business environment, relevancy is the golden key that sets both B2C and B2B marketing programs apart from the competition and helps companies truly engage with customers and prospects. Marketers must ensure that the right message is reaching the right target at the right time. To be able to send targeted, relevant communications, you need to...