Ask marketers to compare B2B and B2C, and many will tell you they’re opposite sides of the same marketing coin. While that’s not a bad thing, most marketers tend to focus more on the difference than the uniting coin—and they can miss out on some valuable lessons by doing so.
Take marketing technology, for example. Generally speaking, B2C teams don’t use CRM or sync up with their marketing automation systems as much as a B2B team will. One obvious reason is that the B2C lead life cycle is rarely as persistent and long as the B2B cycle.
Many B2C marketers assume their campaigns only need to be useful or entertaining, and they leave the long engagement efforts to their B2B cousins.
If this sounds familiar to you as a B2C marketer, consider stealing the tips below from the B2B playbook.
Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.