Ask marketers to compare B2B and B2C, and many will tell you they’re opposite sides of the same marketing coin. While that’s not a bad thing, most marketers tend to focus more on the difference than the uniting coin—and they can miss out on some valuable lessons by doing so.
Take marketing technology, for example. Generally speaking, B2C teams don’t use CRM or sync up with their marketing automation systems as much as a B2B team will. One obvious reason is that the B2C lead life cycle is rarely as persistent and long as the B2B cycle.
Many B2C marketers assume their campaigns only need to be useful or entertaining, and they leave the long engagement efforts to their B2B cousins.
If this sounds familiar to you as a B2C marketer, consider stealing the tips below from the B2B playbook.
Focus on Data
A B2C marketer might email a personal inbox shared by a husband and a wife, while the B2B marketer will target a prospect’s work email. Obviously B2B has the advantage here, since they know they aren’t wasting resources on the wrong eyes. But often, they take this precision a step further by cleansing their data, eliminating duplicates, removing dead ends, and segmenting leads into extremely precise categories. As a B2C marketer, you can ensure your marketing automation campaigns pack maximum punch by doing the same.
How to Translate B2B Best Practices Into B2C Marketing Strategy
