For years, marketing to business leaders versus individual consumers was considered to be distinctly different. Business to business (b2b) marketing, including b2b email marketing software, required companies to get big about data. This is due, in part, to how appealing business leaders find statistics, reports and charts to be. Data usage, measuring marketing results and data acquisition are key components of b2b marketing.
Marketing to individual customers or businesses
Internet trends are changing that by giving individual consumers access to larger amounts of big data. As Fourth Source reports, marketing tools are also blurring the lines between b2c and b2b marketing. For example, content and b2b email marketing software campaigns have made it increasingly possible for individual consumers and business leaders to read the same data.
With b2b email marketing software campaigns, both business leaders and individual consumers want to feel as though the person sending them marketing messages knows them personally. They want to be addressed by first name and receive information that speaks directly to their perceived unique needs. Both also want to learn about pricing deals they can take advantage of, but only if the products and services they get deals on will help them to move forward.
Creating more personal b2b email marketing software campaigns has required companies to get to know the businesses they market to better. Simply buying email lists and researching companies online or while searching through reference journals is no longer enough. Today companies have to keep up with changes that are affecting businesses they market to. For example, instead of addressing digital newsletters and direct emails to “the president” or “CEO”, to conduct successful b2b email marketing software campaigns, companies are addressing email to CEOs and presidents by their first and last names.
Advantages baked into b2b and b2c email marketing solutions
Sounds simple until you consider that executives at some firms change every two to three years. So, specialist at companies that leverage 2b2 email marketing software have to get out and meet prospects in person. They have to develop rewarding relationships with these business leaders, making themselves a part of the business leaders’ ongoing successes, which leads to another point.
As a standalone product, b2b email marketing software could connect companies with thousands of business prospects in a matter of minutes, especially if the software is used to educate and inform rather than to push hard sales messages. Yet, to expand the impact of b2b email marketing software, company marketing specialists have to get active on social media platforms.
This allows them to keep their messages in front of the right prospects, and, in environments that don’t lend themselves to hard sales messages. This is also another area where b2b and b2c marketing strategies have been seen to overlap. If used effectively, this overlap could benefit both the companies that offer 2b2 email marketing software and the business leaders they supply the software to.
One of the most successful examples of this is when Microsoft sold its software to corporations, non-profits and small businesses at the same time that it pulled in sales from individual consumers. The brand had become so highly perceived that it transcended different types and levels of buyers and businesses. When using b2b email marketing software effectively, company marketing specialists could yield similar results. Furthermore, some b2b email marketing software is actually built for usage by solopreneurs as well as business leaders heading up larger firms.