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Is B2Me the Future of Marketing?

By Michael Zipursky

Everyone talks about B2B and B2C.

Are your consulting clients businesses? Or do you market to individuals?

Depending on your answer, your marketing approach will often differ.

If they sell to a fraction of their list the money still comes rolling in.

And if we’re talking about marketing, there are many similarities in how you will market to both B2B and B2C markets.

In both cases, a website or blog are likely used. Email newsletters are almost certainly part of the mix.

Your message can now reach a large group of people or businesses.

That’s the easy part.

And in many cases getting your message out there can be effective.

In fact, some online marketers that have huge lists (hundreds of thousands or millions of people on them) don’t need a high-converting offer. If they sell to a fraction of their list the money still comes rolling in.

The problem however is that the common shotgun approach of blasting a general message out and hoping that you get some action from it is getting tired.

The results this same approach used to generate are slowly wearing off and declining.

So what’s working?

What’s the best way to reach your ideal clients in a relevant and meaningful way?

B2Me Is Here

B2Me marketing isn’t new. In fact, it’s been around for years.

But with the progression of technology, this marketing approach is increasingly being used with stellar results.


Maybelline B2Me

Maybelline of New York was looking for a way to sell more cosmetics in an overcrowded marketplace.

They have the budget to drive millions of eyeballs to their website. But once they get people there, how can they create a connection with their ideal clients…and do it in a way that separates them from the competition.

The normal experience (from what I can gather – I’m not a big buyer in this market 😉 is to visit a company’s website to see what kind of products they offer. Maybe check the ingredients of the cosmetic and see where it’s available to buy.

Maybelline took a B2Me approach.

People were driven to a page called MyMNY where in 3 steps Maybelline got them to select characteristics about themselves – skin shade, eye color, hair color and so on.

Once the user (which is their ideal client if they are taking the time to fill in this short form) enters all their information – Maybelline sends them a personalized Beauty Guide.

This isn’t a generic product brochure. The suggestions, tips and product ideas in the brochure are all tailored specifically to the prospective buyer. And Maybelline offered them a coupon to purchase.

Now, how do you think people reacted to this personalized guide compared to the boilerplate information they typically received?

According to Maybelline, coupon redemption rates were multiple times higher than in previous campaigns.


Scotiabank has also been implementing B2Me marketing to their clients.


In this example, financial advisors at the bank used variable data to create more personal and stronger relationships with their clients.

As you can see from the image above, financial advisors at the bank sent out newsletters that were tailored with a picture of their own financial advisor (as opposed to only a company logo) and they personalized the messaging on the newsletter to resonate with the clients’ situation and banking history.

Another example here are the calendars the bank sends out to its clients – which include the client’s name ‘magically’ appearing in each of the monthly calendar photos.

The Scotiabank examples are basic. But imagine what else you can do as you put data to work to personalize messages that are more relevant for your clients.

When sending out calendars, your data might include a note about each of your client’s hobbies. If one loves airplanes and the other Hawaii, you can source images specifically tailored to their preferences.

Considering that most people tend to give these calendars away or throw them in the recycling bin – making the message more personal so they actually look at and use what you send them is a powerful ROI driver.

Data Is Golden

There is another critical factor that makes B2Me so powerful.

And that’s all the data that it generates. Think about the Maybelline campaign again. As more users fill out the form, Maybelline can start to gather trend and future product ideas in real-time.

A great example of this comes from a Forbes article where Mike Maddock shares the example of Tooth Whitening.

Dentists have offered this service for years. But they never really promoted it. P&G tapped into the market and started gathering data from its customers and listening to what they wanted. The result was the creation of products like Crest White Strips and the creation of a market worth over $500 Million in the US alone.

Crest White Strips

Probably one of the best examples of B2Me marketing is Google. Think about how Google analyzes your search history and then decides which ads or results to show you that it believes are most relevant to you.

How About Consultants?

Consultants have a great opportunity to make use of B2Me marketing. Here are 3  ideas for consultants to use the B2Me approach:

  1. Survey your clients (past and present) and based on the results, put together a short report or some recommendations that you can share with them that are most relevant.
  2. Update your website so that you can segment your traffic based on the problem your clients have or their needs or industry – and then deliver messaging that is specific to them.
  3. Create postcards or direct mail using PURLS (personalized URLS) that take each prospective client to a different landing page that includes the information that is relevant to their industry and situation.

Want More Ideas?

Watch this video on B2Me:

This video is from Mark Morin from Strategies Relationship Marketing.

Questions, Thoughts?
What are your thoughts about B2Me marketing? Do you see this as the future of marketing? And can you envision using it in your own business?

2 thoughts on “Is B2Me the Future of Marketing?

  1. Alvaro Peralta says:

    This is a great approach that existed before the big box and franchise revolution. Building relationships where the client feels heard and personally serviced will definitely create loyalty and an increase in purchtsing frequency. This method seems much more efficient and will likely have a substantial impact on customer aquisition costs. Thanks for another great article Michael.

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