Think about your target audience for your marketing efforts. Chances are, your thoughts go straight to your ideal, prospective customer. But is that really the only audience you market to? Chances are, probably not. Most B2B companies today aren’t just marketing to prospective customers. They’re marketing to resellers, partners, customers, the list goes on.
That’s the challenge Remote Technologies Inc. (RTI) experienced. RTI is a control systems manufacturer offering professional installed user-friendly home automation devices.
With over 25,000 customers worldwide, plus resellers and installers, RTI needed a comprehensive marketing strategy that spoke to all their target audiences, and the technology stack to support it. Their marketing team, led by Director Abbie Hill, wanted to be able to tailor a unified customer experience to their different audiences in a simple way.
Oftentimes we see complexity as the name of the game when it comes to marketing technology like Marketo, but it doesn’t need to be that way. At Leadous, we believe in working smarter, not harder. “Creating simplicity in a very complex space is how you create value,” said Abbie Hill, the Director of Marketing Communications at RTI.
Leadous worked with Hill at RTI to create smart simplicity in their marketing efforts, by implementing Marketo with a B2E – Business to Everyone – approach in mind. You can hear more about RTI’s full success story from Abbie HERE.
A B2E approach is NOT a one size fits all approach. The days of marketing the same message to everyone is over. In fact, a B2E approach is hyper-personalized to the person you’re talking to (who are they, what are their challenges, how are they interacting with you) and serving them an experience that speaks to their needs in that moment.
So how do you implement a B2E approach at your organization like RTI? Here’s 3 simplified steps to get you on your way.
1. Know your audience
The first step to hyper-personalization in your marketing strategy is knowing your audience. RTI had resellers selling their product, direct customers, and installers interfacing with the customers onsite. Each of these audiences had different personas, motivations, pricing, customer journeys, and so on. By understanding how you can segment your audience, it will be easier to group into smaller and smaller personalized groups that you can tackle systematically.
2. Know your content
Now that you know who you’re talking to, you can determine what you talk to them with. Do you have different calls to action that you can update whether you’re talking to a reseller or an installer? Definitely! How about images that would speak more to a direct customer than a reseller? Specific white papers, brochures, infographics, and emails that will resonate with one audience segment? Catalogue the content you have so you again can systematically group and take on what content pieces make the most sense to personalize.
3. Know your channels
Finally, you need a good understanding of where your audiences are experiencing your brand. From your website to email marketing to social media channels to advertising. Your website is an important place to focus here for personalization efforts, because that’s where your audiences are already interested and engaging with your brand.
Overall, RTI saw success with a B2E marketing approach. By working with Leadous to implement Marketo and a B2E mindsight, RTI grew their customer base by 102% YOY, increased marketing campaign engagement from 8% to more than 35%, and improved overall time to market by 25%.
“We believe in an educational approach with our customers, each experience is personalized. Leadous and Marketo provided the platform we needed to drive growth and improve our customers’ overall experience,” said Hill.
Interested in implementing Marketo with a B2E approach at your organization? Contact Leadous and let us lead you to simpler, smarter marketing automation that drives results.
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