Blog post By Paula Chiocchi on 2019-06-26
Marketers often draw a distinct line in the sand when it comes to B2B customers versus B2C customers. While different approaches and tactics may have been justified in the past, the evolution of technology – such as the internet, mobile devices and more – has had a monumental impact on both B2B and B2C marketing. In addition, today’s focus on the customer journey – from their initial online research and cost comparisons, to reviews, etc. – has caused both audiences to behave and respond more similarly than ever before.
A new study by Forrester and Adobe confirms this trend. Over half (52%) of the more than 500 B2B and B2C marketers surveyed agreed that they have seen more similarities in the way their B2B and B2C customers and prospects behave over the past two years than in years prior.
Why does this matter? At the end of the day, both audiences will buy from people with whom they feel a connection, who understand and empathize with their challenge, and who provide them the knowledge they need to overcome obstacles to their success. As you keep that in mind, here are a few report takeaways and implications that may influence you to adjust your email marketing plans this year:
It is fascinating to me to see the growing similarities between B2B and B2C customers. Regardless of the similarities, from a marketing perspective, there is still a need to zero in on the characteristics that make up your target customers, segment your target audiences accordingly, and engage with them in relevant ways as they venture forward on their buying journeys.
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.