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B2B vs B2C Marketing – What Are The Differences

In the red corner, we’ve got the overly emotional, benefit driven, impulse buying, often imitated, but never replicated B2C marketing. And in the blue corner, we’ve got the highly rational, but oh so boring, features driven, logical, and rational, but takes forever to make a decision B2B marketing. Both have a time and a place. And that time and place is here and now. So let’s get to it. (upbeat rock music) Hey there, my name is Adam Erhart and welcome to the Modern Marketing Show, where we help you make marketing that matters. So if you’re interested in learning about the latest and greatest marketing strategies, tools, tips, tricks, and tactics, well, ya may wanna consider subscribing (bell chiming) and hitting that

little notification bell. Now before we dive into the meat and potatoes about B2B versus B2C, we need to make sure that we’re operating from the same definition, so let’s quickly cover that first. First up is B2B or business to business. Now this is a business that operates by selling its products to other businesses, kinda self explanatory.

And the same thing pretty much goes for B2C or business to consumer, which is a business that operates by selling its products or services directly to consumers. Now when I first got started in marketing, I got to learn all about the B2C market first. This is what most people think about when they see an ad on TV or hear something on the radio or see something online. My introduction to B2B marketing, however, came from one of the worst places possible to learn about it, a textbook. I remember like it was yesterday, sitting, staring, and quickly losing focus on what I was supposed to be concentrating on and my textbook soon becoming my pillow for the next 45 minutes, but it’s hard to blame myself looking back.

After all, my B2B marketing textbook was filled with such amazingly exciting chapters like Organizational Buying Behavior, Supply Chain Management, Inter-Firm Relationships and Networks, Relationship Portfolios and Key Account Management, and who could ever forget the classic, Segmenting The Business Market and Estimating Segment Demand. I remember thinking to myself, “What is this stuff?” At the point I was taking this class, I had already been studying marketing for years, had built a successful agency and was already consulting some of the best and brightest minds in the marketing from all over the world. I’d also already worked in sales and marketing for years in both B2B and B2C industries and sold everything from shoes all the way up to airplanes, and I knew the concepts that they were talking about in the textbook were really just written for academia. Big words and concepts just to sound interesting, but with little real world application. Sure, there were some good gems in there and some important takeaways to learn, but even for a self-confessed marketing geek, this was just too much and nobody ever built a business studying Inter-Firm Relationships and Networks.

Here’s the thing, whether B2B or B2C, marketing is marketing. And marketing is little more than communicating how your business, your product or your service can help solve your customers’ problems. Don’t over complicate it. The whole B2B versus B2C thing really confuses things by suggesting that each requires its own set of strategies and tactics and underlying principles. Now, before I suggest a better alternative to comparing which one, B2B or B2C, let’s first take a quick look at the differences between them. Now business to business industries typically have the following traits in common. They have fewer customers, larger orders, higher value orders, longer decision time, and in general, a longer relationship is formed. B2C businesses on the other hand, typically have more customers, smaller orders, lower value orders, shorter decision times, and a shorter or transactional relationship time. Now, obviously there are exceptions to the rule, like in some cases, B2B businesses might have smaller priced items and some B2C businesses might have higher priced items, but in general, the criteria work pretty darn well. Basically, B2B marketing typically focuses on fewer, but bigger customers, and B2C marketing, on more, but smaller customers.

This means for B2B type marketing, you’re gonna have a little more incentive to put a little more punch behind your pitch because you’re gonna have to market to fewer customers. And if you’re B2C type marketing, well, you’re gonna wanna make sure that your message has a little bit more of a broader appeal ’cause you’re gonna wanna appeal to more customers. But here’s where people and those textbooks start to go oh so wrong. Whether you’re B2B or B2C, here’s the cold hard truth. People like doing business with people, not businesses, So even when we’re talking about massive, nameless, and faceless corporations, it’s still people behind those businesses that are making the purchasing decision. Which means it doesn’t make a lot of sense to toss out common sense and replace it by businessing up your marketing. This is especially true today where customers, whether B2B or B2C, have become increasingly skeptical, jaded, and cynical of marketing in general.

They’ve seen it all and they’ve been burned way too many times by spammy marketing, hyped up claims, and over-promising and under delivering. Fortunately, there is an alternative and one that’s easier, more effective, and a whole lot more fun, too. That alternative is to all but completely abandon the constructs of B2B or B2C and choose instead to embrace human to human or H2H marketing.

Originally coined by Bryan Kramer, human to human or H2H marketing is pretty much exactly what is sounds like; marketing like a genuine, authentic person. This means removing inauthentic, stiff, and rigid marketing messages and choosing instead to replace them with genuine bonafide human communication, in all its messy and beautiful glory. This means more smartphone videos and less Hollywood production. Oh, hey there. More conversation style email marketing and less personality-devoid business talk. It means completely eliminating words like synergy from all of your marketing and replacing them instead with words that people actually use, maybe like cooperation or working together.

It means actually caring about the person on the other end of the call, or the email, or the social media post. And it means not treating customers like products, or assets, or a means to an end, or rather, the end itself. But above all, it means being human and seeking to serve the people in the best way you can. And when you do this with good intentions because you really can’t fake this stuff, well, a funny thing starts to happen. You’ll find your marketing becomes way more effective. It also becomes way more fun and a lot easier to create. And you’ll find that your audience will start to overlook any tiny flaws or errors that you may have made in the past that people quickly jumped on; typos, bad hair days, too many ums, ahs, whatever! People are a lot more willing to forgive other people when they recognize that they have the best intentions at heart. Some of the best B2B and B2C marketing that I’ve ever created and ever seen have gracefully walked the line between being professional, but approachable, authentic, but engaged, and results-driven, but people-driven first.

Because authenticity and being truly human doesn’t mean sacrificing professionalism. Whether B2B or B2C, results matter, but people matter more. Alright, so thanks so much for watching. I hope you enjoyed the episode. If so, make sure to give it a thumbs up, subscribe to the channel, and if you have any comments or questions about this episode, make sure to leave them in the comments section below. Also, for more great marketing strategies, tools, tips, tricks, and tactics, make sure to head over to adamerhart.com which is packed full of all sorts of different resources and articles and videos to really help take your business and your marketing to the next level and way beyond that. So thanks so much for watching and I’ll catch you next time on the Modern Marketing Show. .

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The Future of B2B Marketing

Words below for the hearing impaired.

I mean when you think about technology as part of the solution it’s not everything right and I know Mariana you and I yesterday talked about this issue of process product people how’s that working for you what’s top of mind for you as it relates to kind of Chris’s comments right right well I find that the technology is moving faster than I think the people are in adopting it and using it the most effective ways I think what helps are having key performance indicators that you align around so analytics that you would you know lying around in sales and marketing and other organizations that care but I find that one of the challenges is getting large numbers of people to adopt to new ways of working even when

you align to analytics yeah you you’re both from kind of large organizations so that alignment is even more of a something you have considering right yeah I know Traci you actually wrote the book on kind of account patient marketing sales and marketing alignment what do you think about whether what are you seeing and how do you think that maps to the comments from Mariana and Chris yeah I mean we have the same challenges just on a smaller scale that we’re more of a mid-market sized company we are all in on a VM Nate especially for our enterprise business not only going after new logo accounts but expanding it in

our customer accounts and that’s really a new way of thinking for marketers I think we always used to be thinking top of funnel and converting new leads into new customers but we’re spending just as much time looking at our customer base and figuring out how to add value as the marketing team yeah in you know Chris we talked earlier about analytics and how critical that is for this you you kind of done a lot of work with analytics at your at your firm yeah I mean we’ve been working hard to sort of really understand what the customer what the customers are looking for and I think you know as marketers it’s very easy to

kind of ignore some of that because it’s a bit geeky it’s a bit dial it’s a bit hard but actually most of your insights come from that data right you know when you actually start looking at that data in a really you know focused fashion you can actually find some really good gems here I’ve made I made a thing when I joined the role that I’m doing to make really good friends with our NPS guru make sure I understood what the cool centers were doing what they were talking about and also what our brokers and clients were talking about so as we could actually focus on the things that really mattered to them and I think you know that the analytics when you start to build these systems and build these platforms then

tell you more stories and then they’re often things that you don’t really realize that are going on so it’s really interesting interesting times right now yeah you know you don’t know what you don’t know until you analytics grab solutely yeah great let’s shift gears slightly we’re at the end or getting close to the end of 2018 so we’re starting to think about 2019 planning and most marketers I speak to or thinking about you know the challenges they’re facing in the year ahead Mariana when you think about what’s coming in 2019 whether it’s technology or training you know what’s top of mind for you as you get ready to think about your next

year and the things ahead yeah we’re we’re still learning how to do integrated marketing so that we can sort of reinforce the core messages around key campaigns versus what used to be called spray-and-pray type of tactics of just going out there so we’re actually still learning how to use all the channels around the key campaign or a key message effectively in an integrated fashion that’s definitely part of what we’re looking at we’re also looking to incorporate some of the AI and machine learning into our outreach in our communications brand is

also a big emphasis but I find that in the day in the age of these you know sort of data-driven efforts which I wholeheartedly support I’m an engineer by training we forget that ultimately engagement matters and engagement with the customer or the consumer or the prospect and that goes back to what is that you bring a value to that relationship so we I keep reminding myself and our teams that we’re still in the human to human interaction yeah your beginner’s mind approach to this AI and the application of it for the sake of your business is a great observation Tracy you are in the part of Silicon Valley yes and in this new

age of everything that Mariana just said about like how do you take advantage of AI let’s take a beginner’s mind approach how do you think about that when it comes to hiring and finding people and the skills you need in in today’s environment yeah Nate talent in and finding the right talent but also grooming the right talent when you have it in your team is so so key I’m really finding the best candidates have a blend of sales and marketing like nothing better than to have a new marketer that’s carried a bag on a sales team or been an SDR there’s a lot more integration happening there I know that I’m trying to do in my group really creating what I call a capital t-shaped marketer where every marketer has

visibility into what’s going on and the different I’d say domains whether it be digital or more personalization or analytics so they can play a better role but a lot of that’s on us as leaders to train right and so using things like trail head or using things like green fig micro education for digital marketing certification I think is really really key yeah that’s great I think Chris you probably have a unique perspective too because you have the the challenge of modern marketing skills combined with the very specific needs of your industry right in the healthcare industry I think an echo an echo tracing to say I think there’s there’s a there’s an added challenge to what we have is you need this you need the generalists to

understand the whole what are we doing why are we doing it and all that kind of stuff but you also need the specialists and to go deep into how to use an email platform how do you use the CRM platform and I think you’re giving that mix is really hard and then layered on top of that we’ve obviously got the financial services experience that we that we always need or want I’m not so sure that that’s you know necessarily a you know an absolute must-have but I think it helps you know in terms of hiring on fire yeah sort of get the right getting the right team together I wanted to add a comment to what you just said regarding

kind of the skills which is you know we keep hearing about STEM jobs right in the market and you should be going after engineering jobs and things like that there’s phenomenal numbers oriented jobs in marketing yeah and you know I think that we’re seeing kind of a new generation of marketer coming up that come up through math and science and are super data-driven there’s phenomenal roles for them in our marketing teams like please people that are data science oriented don’t go somewhere else come look engineer heart right as you grew up it yes oh yes yeah definitely we have marketing as a disciplines

transform I mean and it transformed very quickly it’s become very much in a data based analytics game that balance that I alluded to earlier is important to strike but when I look for what I find when I look for people and I try to fill these very high tech jobs you also need to find people who care about the context right and and the environment they’re in right now kids right right so it’s not that sort of very focused data-driven approach but it’s analytics and the why questions are being continuously asked and they need to ask the right questions is right I think that’s critical you’re not asking the right questions is is a no-no right I think that whole engineering understanding the data getting into the real depths of it it’s really important the name coming but back up again and being able to sort of see the landscape it’s really important right though we are at Dreamforce we’re

gonna we’re almost out of time we’re really excited you all were here thank you so much for coming but we’re at Dreamforce day one what are you most excited about to see or learn or participate in for Dreamforce while we start with you Mariana I love your executive forums I love the roundtables I learn every single year and I get inspired so that all experiences that’s that was great having you yesterday on the CMO council the first one we’ve ever done that Tracy helped us with Chris how about you I think it’s about what’s the art that possible I think here’s a lot of stories out there all Sonny can do this something can do that I think

this is a great place to find out well what it can do and how you can put it all together yeah I love that Tracy I’m excited about the first ever part Akeno I am too which I’m gonna be in the front row and I wanna hear we’re a relatively new part customers so I really want to find out what the best practices are I do I’m so looking forward to you being there tomorrow or Thursday sorry so wrapping up thank you thank you all for being here with us today we are excited to have our b2b marketing keynote that Tracy alluded to it’s Thursday at a.m.

at the Marriott Marquis your point of room nine we have an additional exciting thing we’re doing with the pod up puppies Wednesday from to right outside of minute and fourth Street and last plug for our team is the Pied Piper at the Palace Hotel is everything b2b marketers will see there thank you for having us thank you .

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8 Reasons why LinkedIn is the best website for B2B Advertising

In this video, we’re gonna talk about LinkedIn Marketing and eight reasons why we feel it’s the number one advertising channel for B2B, for lead generation and advertising. Hi I’m JB with marketing 360, and we help small businesses grow with our marketing and design, talent and technology, through our number one marketing platform, Marketing 360. We call marketing and design MAD, and we love MAD, and hopefully these videos will help you fall in love with MAD too, so make sure to follow us to learn tips, tricks and strategies to grow your business and fuel your brand. So first off, why do we feel that LinkedIn is such a powerful channel for B2B with regards to lead generation and advertising? And we’re not talking about using LinkedIn to basically find new applicants and look for hiring channels to open up. What we’re really talking about is B2B businesses using LinkedIn to acquire more customers and leads through that channel. And so let’s talk about these eight different reasons and why we feel that it is so powerful in that space. Reason number one why we feel LinkedIn is so powerful from a B2B advertising perspective is that there is 500 million professionals listed on LinkedIn.

That’s massive. Basically every legitimate business that there is, the key players of that business are at least listed on LinkedIn if not most or all of the employees of their company. So it’s a huge channel where you have direct access to this professional audience in one platform. Reason number two LinkedIn allows you to pin point target the exact professional that you want to get out in front of. So there’s a huge list of ways that you can target, and actually gonna just read ’em off for you ’cause there’s so many. You can target people by industry, company size, company name, job title, job function, job seniority, years experience, schooling, degrees, fields of study, skills, age, gender and location and geotargeting, and you can even target LinkedIn Groups which are groups of people on LinkedIn that are following a particular topic or industry. So if you just think about that, that’s crazy right? You have all of these professionals listed 500 million, and you have all these different ways to target those people, based on that, you can really get in front of the perfect person at the perfect time.

Reason number three, I’m just gonna extend this targeting talk a little bit further and walk you through an example. This is a reason why it’s so powerful. If you were selling a product, let’s just say to contracting companies, okay. And let’s say that you were selling that product or service to contracting companies that are only in Colorado, and you wanted to get in front of the decision maker, which would be maybe the business owner. If you could literally target exactly that way on LinkedIn, so you could target the industry of contracting, which would give you a certain number of professionals, then you could say show me the business owners in that industry, which would drop that down further.

You could then say show me those folks in Colorado, that would drop it down even more targeted, and I could even go a step further and say I want businesses that have more than 20 employees that are contracting businesses in Colorado, and you could get in front of those particular people, and that will really segment it down to a very very targeted list of people that you can run ads towards which is gonna be very very accurate, and you’re gonna see great results with regards to marketing. Reason number four, LinkedIn lets you run sponsored ads that show up in people’s feeds. So a lot of people are using LinkedIn every day to follow content, to follow groups of content and those sorts of things. You could run sponsored content within those feeds which can be ads for your business. These can be articles or videos or images that you put into the feed with a call to action and one of those call to actions can be to basically get a free quote or something along those lines that submits the lead instantly to you.

This is pretty powerful because yes you can lead them to a landing page of course, but this can skip that step even and you can click this button, LinkedIn already knows their name, their phone number, their email, this information is accurate right? Because they’re active users on the platform. When they click that button, that lead goes straight to you, so there’s no bottlenecks and the lead information is accurate. This is hugely effective. Cost we’re seeing there range from five dollars to 10 dollars a click, which is super affordable, conversion rates are pretty high. We’re talking 10, 15, 20% conversion rates which means the cost per quality lead for you is generally gonna be in that 50 to 100 dollar per lead range with high quality, so this is a really strong channel that should consider for running sponsored content on LinkedIn. Reason five is LinkedIn let’s you run InMail email campaigns, and so through LinkedIn, basically what happens is you can send people and professionals that you’re targeting an InMail message which is much like email, and actually it sends you an email notification as well, so these people are going to see that.

Basically you pay per send, but it’s very very targeted. The pay per send is usually five to 10 maybe 15 dollars per send, but you’re getting in front of that perfect person at the perfect time. All’s they need to do is reply to you to carry the conversation forward, or you could even put a call to action in that InMail message where they can convert right there, maybe submit a lead to you directly right at that moment.

So this is hugely effective because it’s hard to maybe build and even know who to contact maybe but you know the demographics, and you know the targeting and you know the types of professionals, LinkedIn knows the rest, so if you can set that up, you can send them a pin point message at just the right time, probably start that conversation with somebody you’ve been wanting to talk to for a while.

Reason six LinkedIn let’s you run display ads and text ads which is traditional digital advertising on the LinkedIn platform, so you can target those particular professionals that you want to get your ads in front of, and then as they’re using the LinkedIn platform in various places, they’re gonna see your ad, your banners, your text ads throughout the platform. This is much like advertising with a display across other platforms and channels also, this just happens to be on LinkedIn where your ads are showing in front of that perfect professional at that perfect time. Reason seven why LinkedIn’s powerful from a B2B perspective is you can do retargeting on LinkedIn. What this means is you can put a pixel code on your website, so when these professionals are visiting your website, however they may get there from other channels you may be advertising on, they’re gonna land on your site, and now afterwards, as they’re using LinkedIn for other things, they’re gonna then see your retargeting ads on LinkedIn. This is powerful because it just keeps you top of mind, so as they’re using tools like LinkedIn, they’re seeing you which is building trust in their mind, that connection should occur, they’ll eventually move to doing business with you.

Reason eight why LinkedIn’s effective, you can set daily budgets, and you can set lifetime budgets to keep you within your overall budget. So you can set that ahead of time, you can say for this campaign I want to spend maybe a thousand dollars and see how this performs, and then I’m gonna analyze it, but I don’t want to spend more than that. You can go in there and you can set a lifetime budget like that if you want to. Run that test, do some analysis, optimize and move forward. So those are my eight reasons why I think LinkedIn is super powerful from a B2B advertising perspective, but I did want to jump into some basically some bonus tips when you start this advertising, some things you can think about ahead of time that I think will help you drive some better results. Tip number one is to give it some time.

Don’t just give up right away, let your campaign run for a while. Studies show on LinkedIn, after somebody sees a piece of content or an ad 10 times, the chance of them converting is significantly higher. So if you’re not running your campaign long enough for your professionals to see you at least 10 times, then you really haven’t given them enough time to soak up your branding and your message to turn to a conversion, so just don’t stop too early.

Tip number two is to optimize based on the results and project that forward. So run a test, run a small test, see how it performs with your ad copy, with your call to action, with who you’re targeting, what do those results look like? Are there some good things you can carry forward, and maybe some bad things you can take out? Marketing’s really just about doing more of what’s working, and less of what’s not, so if you can make these iterations every time you run these campaigns, you’ll eventually end up with a super dialed campaign on LinkedIn driving some killer results. Tip number three is to do some A/B testing of different ads and different content pieces to see what’s effective. Come up with maybe two or three concepts up front, that you think will be good, just go ahead and run all three, and then you’ll look at the analysis, and you’ll see which one really performed best, then on that second campaign, be just focused on that particular ad, call to action or piece of content.

Tip number four is that while you are marketing and investing heavily in LinkedIn advertising, also invest in multichannel outside of LinkedIn. Run some ads on Google, run some ads on YouTube, run some ads on Facebook. If somebody comes to your site and gets retargeted on LinkedIn, they should also see your retargeting ads on those other channels as well, because they’re not always on LinkedIn. That’s very important to B2B, but they’re also in these other channels like Facebook so make sure you invest in marketing on those as well. Tip number five is integrate your ad campaign on LinkedIn with your CRM, so when somebody fills out a lead form and converts, or even goes to a landing page, make sure that they’re going directly into your CRM so that you can work the lead. You could maybe even set up email automation to deliver to them basically additional drip campaigns of content via email after they convert on LinkedIn, so definitely take that extra step and integrate ’em with your CRM so that you’re as efficient and automated as possible.

And tip number six: use a multichannel advertising platform to manage all this. It’s very cumbersome to manage a LinkedIn campaign and then log in over here to Facebook and manage that, and log into over Google and manage that, it could be a nightmare right? So use a multichannel advertising platform where with one login and one platform and one budget, you can allocate your dollars to the channels that do best and you can see all the results from a singular platform. Marketing 360, that’s a perfect platform for multichannel advertising, you’ll be hard pressed to find anything better, so take a look at that, give us a call if you have any questions, we’d love to help you out. So hopefully this video helps you better understand LinkedIn advertising, how it could be really effective from a lead generation standpoint for B2B advertising.

If you have any questions leave a comment, call us, also if you like the video like it, share it, and if you want weekly text message marketing tips, text MARKETING to 39970, thanks. (funky music) .

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