Lead nurturing b2c for product management

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the difference between b2b  and b2c marketing automation whether we are talking from a business to business  b2b or business to customer b2c perspective   marketing automation continues to evolve every day   so naturally it's not that easy to define  something that is continually changing   moreover these are rapid advancements which  are sometimes not even possible to track   but to make things a little clearer we can use  the following definition of marketing automation   marketing automation is a technology solution  or software that provides companies with tools   to better use their resources people time and  processes emails campaigns lead nurturing to   maximize the impact of their marketing effort  revenue marketo defines marketing automation as   marketing automation is a category of technology  that allows companies to streamline automate and   measure marketing tasks and workflows so they can  increase operational efficiency and grow revenue   faster marketing automation through time looking  at the history of marketing automation we can see   how in the beginning only big players had the  opportunity to utilize one of these solutions   due to the cost implementation complexity  and user experience smaller companies often   decided to continue with their practices  without an expensive technology stack   however over time marketing automation has  become more accessible and easier to implement   and use today we see the significant  impact of marketing technology on the   way we market it has become a must  have technology in our businesses   we also see the incredible growth of the marketing  technology landscape and how technology providers   are introducing new solutions climbing from  only 150 vendors in 2011 to 7040 in 2019   also anyone who has had the opportunity  to use a marketing automation platform   is well aware of how often vendors introduce  new features to their existing solutions   on top of everything we see customers behavior  changing demanding a more personalized experience   across multiple channels which means we have to  adopt a better approach in order to serve our   customers in the best possible way so as a result  of this marketing and consumer evolution there   has been a split between b2b and b2c marketing  automation where features are adjusted to allow   each sector to get the best out of them what is  the difference between a b2b and b2c business   the critical difference between b2b and b2c is in  the customer a b2b business will sell its products   or services to other businesses whereas a b2c  business sells directly to individual customers   both business types can use marketing  automation however because of the   difference in their customer behavior they  must adjust the way they use their technology   keep in mind however that both sectors have one  ultimate goal more revenue to achieve this they   will use different marketing tactics to better  understand the distinctions between the b2b and   b2c use of the marketing automation platform let's  break down the differentiating factors separately   how are b2b and b2c customers different the  differing approaches of b2b and b2c marketing   are mostly influenced by the customers they  target both have their own buyer behaviors and   respond to different marketing tactics in the  case of b2b the market they target is usually   smaller in size often a particular niche while the  target in b2c can be quite large as they sell to   millions of customers at once a b2b buyer will aim  to explain his purchasing need rationally and will   therefore respond better to educational and  professional content while a b2c buyer will   react to a more emotion triggering message also in  the b2b buyers journey there are usually several   people involved in the decision-making process  making it a much longer sales cycle than for b2c   a b2c buyer will often act impulsively buying  a product to try and then never buying it again   while b2b businesses usually operates based on  recurring or subscription-based revenue income   considering the differences in the target  customer a marketing automation platform that   focuses on nurturing b2b buyers through their long  sales cycle will be misused in the case of a snap   decision making b2c buyer what is the difference  between b2b and b2c business focus since the   b2c customer makes a quicker buying decision a  b2c business will focus its marketing efforts   mostly on branding which will allow it to increase  awareness and traffic by that logic a b2c business   will look for marketing automation that will  ensure a streamlined social media presence a true   omni-channel experience and excellent customer  service for instance take lulamon the athletic   wear brand known primarily for its yoga and  similar collections which has strategic branding   efforts spread across the globe in their effort to  appeal to buyers emotional side and spread brand   awareness lulamon offers events that target both  their existing audience and lookalike audiences   through their incentives they organize sweat  events 10k runs and yoga sundays around the world   additionally through their strategic sales europe  programs lulamon pairs with local entrepreneurs   and athletes who are passionate about elevating  their communities to spread the yoga love and help   raise the level of health in our communities  so naturally if you love yoga you have heard of   lulumon and if you purchase their products  once you are likely to go back for more   indeed you have already formed an emotional  connection to the brand and their community   whereas in the case of a b2b focus we have a  different story a b2b business will focus most   of its efforts on lead generation sometimes you  will find b2b businesses investing in branding   still it's only a fraction of what b2c is  doing for b2b marketing to operate efficiently   lead generation must be at the center of  their operation later on we will talk about   the tactics b2b uses to optimize the leads journey  but for now let's take a look at a lead generation   the b2b buyer needs lots of information to narrow  down the chosen providers for the product or   service they are looking for b2b companies offer  content that will help them make that decision   but the most valuable information comes at a  price your details you may be able to download   a document or watch a webinar however you will  need to leave your details such as business email   industry and job title in return so the marketing  automation that enables b2b businesses to do this   will have to be focused on creating forms  capturing leads and scoring them by their   relevancy what is the distinction  between b2b and b2c marketing tactics   to be clear both b2c and b2b businesses will  have various tactics in their marketing arsenal   however we will discuss the most common  ones we see and the difference between them   as we already know the customer life cycle in the  b2c world is usually much shorter than the b2b one   while both types of customers will go through  certain stages as there are different forces   driving them so different tactics need to be  employed through their journeys to close the loop   so as the base of a b2b customer journey  you will have the following stages   while a b2c customer journey  will look something like this   in the case of b2b customers a proven tactic is  lead nurturing powered by marketing automation   in the lead nurturing process a b2b business  will focus on delivering content that will   provide insight into how the product  or service will benefit their business   also it will have marketing and sales  deliver a strong message through campaigns or   one-on-one interaction to educate and share real  value because of the lower volume of customers   that b2b businesses target lead nurturing  comes in handy to ensure higher lead conversion   the lead nurturing process often includes  lead scoring and lead grading which marketing   automation for b2b will optimize with ease on  the other hand in the b2c arena lead nurturing   wouldn't be of any value in that sense because  a b2c customer doesn't have that long sales   process nor does it need to be a qualified buyer  therefore b2c businesses often strive to provide   a personalized customer journey focusing on  delivering the right message at the right time by   segmenting customers based on their demographics  and behaviors so the b2c marketing automation   platform will have to be capable of handling  a large customer base segmenting it based on   different characteristics and delivering specific  customer journeys based on those characteristics   what is the difference between b2b  and b2c content as we have already   covered in the marketing tactics and the  differences between the two strategies   content plays an influential role in the  purchasing decisions of both b2b and b2c customers   that being said there is also a difference between  the content presented to buyers in both markets   for b2b businesses it is extremely important  to produce content that will nudge the leads   in the right direction content that is often  recommended for this purpose includes hosting   webinars or creating case studies that aim to  highlight satisfied customers on the other hand   in the b2c buyer's process we see influencers  having a significant role in helping buyers to   make that purchase decision so naturally social  media and blog posts that promote a product   will have the biggest impact we can also notice  the difference in the tone of voice where b2b   businesses will exhibit a professional tone while  b2c will aim to be more exciting and attractive   in both cases we can argue that having  a conversational tone of voice creates   the healthiest content and personalization  scales it up when thinking about a marketing   automation solution b2b will have to focus on  a platform that will enable them to deliver   articles ebooks webinars infographics videos that  target different stages of the buyer's journey   and addressing the problems within each of those  stages for b2c the marketing automation platform   will focus on delivering the relevant content  to millions of buyers when they might need it   for example when summer is around the corner a b2c  retailer might create a campaign to promote new   arrivals and use the marketing automation to help  with the selling prompting recommendations for   products you may like and giving out vouchers to  lookalike audiences how do b2b and b2c marketing   channels differ as seen in this table b2b  uses significantly fewer channels than b2c   even though social media presence may exist in the  b2b world it wouldn't be an essential channel to   focus on in contrast social media strategy in  b2c is not only present but is highly important   it is often the case that b2c has access to  a broader range of channels including email   push notifications text messages web  messages and social media messaging   because a b2c business is expected to reach the  customer through the most convenient channel   at any given moment omnichannel communication  is usually the ultimate goal when it comes to   exploiting marketing automation capabilities  meanwhile a b2b business might focus more on   integrating the marketing automation platform  with its database or crm and concentrate on   email as the most effective tool to nurture  and stimulate engagement with customers   what is the difference between b2b and b2c  data the first question that arises when   it comes to collecting data in both b2b and  b2c is what kind of data is most important   to understand the main differences take a look  at this image while both business types will   employ marketing automation to utilize data  aside from the categories of data the distinction   also lies in its collection for example  b2b will gather data through lead magnets   and enquiries via the company website or  it will extract data from its database   also b2b companies will sometimes use lead  generation techniques such as tapping into a   third-party data source or employing telemarketing  as an additional lead generation tactic   whereas b2c's marketing automation will focus  on tracking users via cookies to be able to   utilize the data captured in this manner a b2c  customer will have to take some action to trigger   marketing automation for example when a  visitor lands on a b2c website adds a product   to their cart and then deserts it marketing  automation will activate the required response   the response may be segmentation based on  their behavior plus adding the customer   in an abandoned cart campaign to prompt  him to get back and make that purchase   to sum up marketing automation can help in many  areas of any business distinctions between the   maps occurred because of the different marketing  strategies used in the two worlds however the two   are still learning and improving each other  which means we can see companies combining   b2b methods with b2c and vice versa to choose a  marketing automation solution you must first look   at your marketing strategy what are your goals  and objectives and take it from there remember   there is no one-size-fits-all in marketing  automation need help deciding give us a call you