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B2B marketers have it easy. Most of the time, they get to talk to every potential customer directly. But how in the world can consumer marketers do that with millions of customers? Find out here!
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Steal their Playbook:What Consumer Marketers can learn from B2B
Matt ZilliDirector, Product Marketing, Marketo@mattzilli
1700s
I’ve given you all my
leads!
Prepare your leads!
1800s
Where are my leads?
I’ve got no leads.
1900s
Terribly sorry, but I don’t have any more leads.
I asked for leads.
And now… B2B marketers have it easy
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And now… B2B marketers have it easy
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
How can we apply a similar approach in
marketing to consumers?
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Let’s boil it down…
• Understand each “lead”
• Engage beyond a single touchpoint or transaction
• Provide quality leads to sales
• Understand each person
• Engage beyond a single touchpoint or transaction
• Drive people towards a goal
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Marketo Proprietary and Confidential
Personal
Durable
Directed
Personal
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Marketo Proprietary and Confidential
Personal, B2B style
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Marketo Proprietary and Confidential
Personal, B2C style
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Marketo Proprietary and Confidential
Adaptive MarketerImage: Hugh Mac Leod, www.gapingvoid.com
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Marketo Proprietary and Confidential
When it comes to marketing,nobody wants to get blasted
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Marketo Proprietary and Confidential
Personal….with content
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Marketo Proprietary and Confidential
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Marketo Proprietary and Confidential
Personal….with cadence & channel
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Marketo Proprietary and Confidential
Durable
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Marketo Proprietary and Confidential
Durable, B2B style
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Marketo Proprietary and Confidential
Durable, B2C style
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Durable
Credit Card Mortgage Rates Life Insurance
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Marketo Proprietary and Confidential
Lead Nurturing
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Marketo Proprietary and Confidential
Nurturing
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Marketo Proprietary and Confidential
Nurturing (def.): Building relationships with customers over time through engaging conversations
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Marketo Proprietary and Confidential
•Communications flow one to the next
•Listens and responds
•Relevant and meaningful
What is an engaging conversation?
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Marketo Proprietary and Confidential
Listen & Respond
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Marketo Proprietary and Confidential
Directed
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Marketo Proprietary and Confidential
Directed, B2B style
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Marketo Proprietary and Confidential
Directed, B2C style
Our post just hit a hundred likes!A HUNDRED!!!
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Marketo Proprietary and Confidential
Directed, towards a goal
GOALSYou gotta start somewhere
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Marketo Proprietary and Confidential
Directed, throughout the lifecycle
Awareness
Knowledge
Consideration
PurchaseRepeat Purchase
Loyalty
Advocacy
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Marketo Proprietary and Confidential
A word on measurement…
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Marketo Proprietary and Confidential
A word on measurement…
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Marketo Proprietary and Confidential
1) Take a customer-centric view, not a campaign-centric view
2) Choose goals that can be measured (duh)
3) Determine which (trackable) behaviors indicate your marketing achieved your goals
A word on measurement…
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Marketo Proprietary and Confidential
Tweetable Takeaways…
1. Consumer marketing for the twentieth century:Personal, durable, directed
2. Get personal with your customers: Send relevant content on their schedule, not yours
3. Build relationships with your customers over-time and they’ll rarely unsubscribe
4. Marketing should drive your customers through their lifecycle faster than they’d go on their own
5. Measuring your marketing is easy if you don’t overcomplicate it. Focus on moving people through their lifecycle
@mattzilli@marketo
