B2C Lessons for the B2B Marketer

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The customer empowerment that has evolved from the technology-wise customer should not be dismissed as important only to those organizations that provide products or services to consumers. While the model is very different for business-to-consumer (B2C) email marketing there are lessons for the business-to-business (B2B) practitioner to learn.

Empower Subscribers

“B2B is different,” acknowledges Stephanie Miller, Global Markets Catalyst for Return Path, Inc. “Your list size is different, and the way you can make money is built on a different ROI model, but honestlyB2B has a higher bar for relevancy . Our willingness to put up with boring irrelevant stuff in our personal email is infinitely higher than it is for our professional inbox.” So while Miller agrees that less tolerant subscribers and a dissimilar business model make for contrasts, there are still a number of similar practices that should be adopted by the B2B e-marketer. “The lessons about this changing role of the customer, and empowering your subscribers to be active and giving them control over what you send, that should be fundamental. This is still direct marketing, but if you look at most B2B marketing programs, it is not.”

Increase Trust

Another lesson Miller notes is increasing the trust factor. “The compliance, privacy, CAN SPAM, all that is about being trustworthy. It is about your permission practices, and about sending only what you said you were going to send.” She also notes that customer feedback should be considered and accepted in a responsible and measured way.

Create Stronger Relationships

Another aspect that B2C customers and B2B customers have in common is the way the sales cycle has been impacted by other resources. “Just like B2C consumers, B2B consumers are doing research before they call you or get to your site,” says Miller. She believes it is important to have a presence in places other than your own Web site. “Industry sites, portals, blogs, social or community or network associations, these are the places your customers are gathering. Either you are part of that conversation, or they are getting all their information from your competitors. So the lesson to be learned from the B2C world is ‘embrace it’. Your ability to create stronger relationships is inextricably tied to how well you are monitoring and participating in areas off your Web site, and out of your control. That conversation happens regardless—you are either part of it or not, but it is happening.” Miller points out that a good place to start is to listen and be aware of what is being said. “Even if you are just listening, organizations need to be sure this is part of its strategic plan.” She notes that, beyond B2C and looking at the broader Web 2.0 world, it is important to enter that conversation transparently. “If you are participating, you must be transparent. It is ok for a company to participate and correct something that is erroneous. It is ok for a company to insert themselves into a conversation, as long as they are honest about who they are and what their agenda is. That is key.”

Respect and Know the Customer

The final essential lessons B2C e-marketers can offer the B2B e-marketer, notes Miller, are privacy and customization. “Today’s technology enables us to create custom experiences and frankly consumers expect it. It is not necessarily viewed as big brother, and is often welcomed.” In the end, this will only build relevancy and happier subscribers.