May 14

How B2B marketers can get fresh ideas from B2C

Lead Generation


Regardless of whether you’re selling to people who are purchasing something for their workplace or themselves, you’re still selling to people – especially when it comes to digital marketing. Consider the words of Shawn Burns, Global Vice President of Digital Marketing, SAP:

“The B2B space has the same opportunities as the B2C space when it comes to digital marketing. We’re dealing with people, and all people behave the same. They use search, they use social and they visit websites when they’re considering a purchase. This means everything that works for consumer marketers online can also work to optimize business purchases.”

Burns will talk about the many ways organizations can leverage A/B testing to squeeze the highest amount of leads and revenue out of marketing efforts.

“Testing is about mindset,” Burns said. “A small marketing department can drive more business from the current Web traffic by looking at clickthrough reports, understanding the content that is getting traction, and doing more of that.”

Furniture company website sparks a new idea, nets 400% increase in leads

It’s why Joy Gendusa, Founder and CEO, PostcardMania, a direct-mail company, builds her marketing around A/B testing. She has learned in the process reflecting Burns’ observation: B2C digital marketing techniques she and her team discovered during their off-hours work very well in B2B.

For instance, one evening, she was doing some online shopping. A Google search led Gendusa to a home-furnishing company’s Web page. A pop-up form appeared asking her to join their mailing list. It was her untypical response that gave Gendusa pause.

“I instantly felt comfortable and willing to give my contact information,” she said. “Then I thought, ‘Wow, that’s interesting. I’m always getting asked to give my contact information. What made me respond so quickly now?’”

She determined it was the design of the pop-up form: It looked like it was drawn by hand.

It motivated her to test a standard pop-up form against one that looked hand-drawn on PostcardMania’s home page. Within two weeks, the team noted a 400% increase in people who filled it out. This didn’t surprise Gendusa, considering her initial reaction to the home furnishings company’s form.

“Whether you’re selling B2B or B2C, you’re still trying to change people’s minds, convince them to like your product more and move forward on the buying cycle,” Gendusa said. “It’s universal for all marketers and any product or service.”

Have you produced great results from testing a B2C marketing technique with your B2B marketplace? I’d love to hear about them. Feel free to share in the comments below.

Related Resources:

Testing and Optimization: SAP’s Test Lab increases digital leads by 27%, leads to 20% budget savings [Part I]

Testing and Optimization: SAP’s Test Lab increases digital leads by 27%, leads to 20% budget savings [Part II]

B2B vs. B2C: What Does It Really Mean?


About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing.

He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. You never know when and what could attract you or your users of the website and which will increase the sales or increase in the business. Digital Marketing is so vast and can have so many options to consider and get benefit from it.

  2. Great case study, and I completely agree that B2B marketers can use the same techniques used in B2C marketing. A good user experience and great content will please both sets.

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