When B2B Applies to B2C

Posted on September 3, 2006. Filed under: Besondy, Executive staffing, fractional management, human resource management, in-sourcing, interim management, marketing, marketing resource management, outsourcing, outsourcing articles, outsourcing ideas, outsourcing strategies, temporary executive |

By Charles Besondy

I recently concluded a fascinating engagement as an interim marketing director for a professional sports team. I’m the first to admit that at the beginning of the engagement I knew next to nothing about sports marketing (and I’m no expert after three months), but I soon saw multiple areas in which my B2B marketing skills could apply.

My two primary areas of focus were the creation of a marketing plan for season ticket sales, and a second plan for the sale of sponsorship packages.

I built the season ticket plan on principles of database marketing, lead generation, outbound telesales–all of which I was very familiar with from years of B2B experience.

The sponsorship marketing plan was built on first sizing the total available market and then defining opportunity pipeline, including specific stages of the sales process and estimated conversions from stage to stage. This provided a model on which to base the plan and measure progress. Again, this is familiar ground for any B2B marketer worth their salt.

I’m not implying that there aren’t important differences between B2B marketing and B2C marketing. However, my experience this year has shown me that there are major areas where B2B can be applied to B2C. I’m less certain about B2C being applied to B2B, however.

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