How B2B marketers can get fresh ideas from B2C
Regardless of whether you’re selling to people who are purchasing something for their workplace or themselves, you’re still selling to people – especially when it comes to digital marketing. Consider the words of Shawn Burns, Global Vice President of Digital Marketing, SAP:
“The B2B space has the same opportunities as the B2C space when it comes to digital marketing. We’re dealing with people, and all people behave the same. They use search, they use social and they visit websites when they’re considering a purchase. This means everything that works for consumer marketers online can also work to optimize business purchases.”
Burns will talk about the many ways organizations can leverage A/B testing to squeeze the highest amount of leads and revenue out of marketing efforts.
“Testing is about mindset,” Burns said. “A small marketing department can drive more business from the current Web traffic by looking at clickthrough reports, understanding the content that is getting traction and doing more of that.”
Furniture company website sparks a new idea, nets 400% increase in leads
It’s why Joy Gendusa, Founder, and CEO, PostcardMania, a direct-mail company, builds her marketing around A/B testing. What she has learned in the process reflects Burns’ observation: B2C digital marketing techniques she and her team discovered during their off hours work very well in B2B.
For instance, one evening she was doing some online shopping. A Google search led Gendusa to a home-furnishing company’s Web page. A pop-up form appeared asking her to join their mailing list. It was her untypical response that gave Gendusa pause.
“I instantly felt comfortable and willing to give my contact information,” she said. “Then I thought, ‘Wow, that’s interesting, I’m always getting asked to give my contact information. What made me respond so quickly now?’”
She determined it was the design of the pop-up form: It looked like it was drawn by hand.
It motivated her to test a standard pop-up form against one that looked hand-drawn on PostcardMania’s home page. Within two weeks, the team noted a 400% increase in people who filled it out. This didn’t surprise Gendusa, considering her initial reaction to the home furnishings company’s form.
“Whether you’re selling B2B or B2C, you’re still trying to change people’s minds, convince them to like your product more and move forward on the buying cycle,” Gendusa said. “It’s universal for all marketers and any product or service.”
Have you produced great results from testing a B2C marketing technique with your B2B marketplace? I’d love to hear about them. Feel free to share in the comments below.