What B2B Marketers Can Learn From B2C Marketers and Vice Versa
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WILL HAMLIN JAKE BAILEY What B2B Marketers Can Learn From B2C Marketers and Vice Versa
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Transcript of What B2B Marketers Can Learn From B2C Marketers and Vice Versa
WILL HAMLIN
JAKE BAILEY
What B2B Marketers Can Learn
From B2C Marketers and
Vice Versa
2
What comes to mind when we say
B2C marketing?
What comes to mind when we say
B2C marketing?
What comes to mind when we say
B2C marketing?
What comes to mind when we say
B2C marketing?
What comes to mind when we say
B2B marketing?
What comes to mind when we say
B2B marketing?
What comes to mind when we say
B2B marketing?
A poll of senior marketers asked,
“is B2B marketing truly different from B2C marketing?”
52%“Yes and No”
12
To create economic
opportunity for every member
of the global workforce
LinkedIn’s vision
13
347MMembers
Growing at more then
2 members per second
14
94%Of Fortune 100 companies use
LinkedIn Talent Solutions to hire
15
Marketing at LinkedIn
Consumer /
BrandTalent
Solutions
Marketing
Solutions
Sales
Solutions
Global Marketing Operations (GMO)
RunMeasureBuild
16
Marketing at LinkedIn
Global Marketing Operations (GMO)
17
Build the machine to enable
world class marketing at scale.
GMO’s mission
18
People
Data
Systems
Process
If you only remember 4 things…
1. Build for scale to allow for agility down the road
2. Investments in integrations pay off
3. Organized data can tell a beautiful story
1. Hire for curiosity and enable transformation
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People
Data
Systems
Process
21
22
Member 1 Member 2 Member 3
Campaign 1 Campaign 2 Campaign 3
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Member 1 Member 2 Member 3
Campaign 1 Campaign 2 Campaign 3
Prioritization Engine
125MB2C emails cut
in last 4 months
103MB2B/Monetization emails
cut in 1.5 years
25
Process - Common Ground
Key Takeaway:
Build for scale to allow for agility down the road
Actionable Tip:
Do a full audit of your messaging strategy. Are your
customers/members receiving conflicting actions?
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People
Data
Systems
Process
Awareness
Acquisition
EngagementRetention
Re-activation
Awareness
Acquisition
EngagementRetention
Re-activation
Awareness
Acquisition
EngagementRetention
Re-activation
Awareness
Acquisition
EngagementRetention
Re-activation
9xAverage CTR
<$9Cost Per Lead
Awareness
Acquisition
EngagementRetention
Re-activation
Awareness
Acquisition
EngagementRetention
Re-activation
Data Warehouse
Examples
Global Marketing Operations p.36
Examples
Global Marketing Operations p.37
>100%Open Rate
8-10%Unique CTR
39
Systems - Common Ground
Key Takeaway:
Investments in integrations pay off
Actionable Tip:
Eloqua can powerfully integrate with other B2B
systems, but Responsys integrates more seamlessly
with data warehouses
40
People
Data
Systems
Process
Data Warehouse
Year in Review
32%Unique Open Rate
13%Unique CTR
73MEmails Sent
51MPage Views
2.3MMember Invites
34%Unique Open Rate
27%Unique CTR
78%Unique Click to Open Rate
49
Data - Common Ground
Key Takeaway:
Organized data can tell a beautiful story
Actionable Tip:
Create one source of truth and build all integrations
off that source
50
People
Data
Systems
Process
51
How do you find talent?
254,695
52
United States 94117
How do you find talent?
254,695
53
United States 94117
How do you find talent?
10,386
54
United States 94117
How do you find talent?
10,386
55
United States 94117
How do you find talent?
6,275
56
Build a Culture of Transformation
71%
59
People - Common Ground
Key Takeaway:
Hire for curiosity and enable transformation
Actionable Tip:
Ask questions about curiosity. What have they learned
recently? What do they want to learn this year? What
excites them?
If you only remember 4 things…
1. Build for scale to allow for agility down the road
2. Investments in integrations pay off
3. Organized data can tell a beautiful story
1. Hire for curiosity and enable transformation
What are you curious about?
Questions?
