What B2B Marketers Can Learn From B2C Marketers
While business-to-consumer (B2C) marketing has embraced the power of data, business-to-business (B2B) marketing has been surprisingly slow to catch on. Companies that want to compete in the B2B marketplace need to be as sophisticated as their B2C cousins by using data to accurately target and market to potential customers.
Believe it or not, an online shoe retailer uses far more advanced data-based marketing tools to sell a $50 pair of shoes than a major SaaS provider selling software that costs thousands of dollars per month. Using sophisticated data sources and data management platforms (DMPs), a shoe seller can track the last pair of shoes you looked at on your desktop and show you an ad for the same shoes on your mobile Facebook feed.
Unlike the automated B2C sales approach, B2B sellers often rely on simple and generic workflows like sending an email followed by a cold call from a sales rep. Of course, you can argue that there’s something to be said for the human touch, even if it is a cold call, but this tactic is expensive, time-consuming and doesn’t produce results.