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Mary Ellen Dugan, CMO at WP Engine, and Bruce Hershey II, CMO at Digital Hands, led a recent CMO Club Virtual Roundtable discussing some of the winning patterns that B2B marketing leaders can learn from B2C digital marketing:
B2C marketing has more of a fail fast, agile mentality – constantly driving emotional interactions with buyers, and constantly iterating based on a data-driven feedback loop.
According to recent research by McKinsey, "similar to what we've seen in the B2C environment, the importance of digital channels for B2B companies has grown significantly in the past few years and has radically increased since the COVID-19 crisis began."
Create emotional interactions
"When people hear emotional connection on the B2C side, we think about aspirational and prestigious. But the emotional interaction for B2B is how do I make my client a hero? What would it mean to feel like a hero in our solution set or in technology?" - Mary Ellen Dugan, CMO at WP Engine
"When I walked into the B2B side, data was very limited. Especially from a marketing and even from a sales perspective. But I had to demand it. I even had to help architect it, to get the data points to me so I could start making what I could consider logical decisions and start testing and learning." - Bruce Hershey II, CMO, Digital Hands
"You have to have a single source of truth that lives between your platforms and your marketing automations" - Bruce Hershey II, CMO, Digital Hands
Listen to the full Virtual Roundtable as Dugan and Hershey II discuss winning patterns from B2C that every B2B marketer should be embracing.