BUS-M 300 1nd Edition Lecture 18 Outline of Current LectureI. Outbound vs. Inbound MarketingII. B2B vs. B2CIII. Steps from Acquisition to SaleIV. Ollie vs. MaryV. Customer Lifetime ValueCurrent Lecture I. Outbound vs. Inbound Marketinga. Outbound (Push)i. More intrusiveii. Interrupts customersb. Inbound (Pull)i. Put yourself out there where people can find itc. If you rely on inbound marketing, the problem is customers don’t always know what they want.d. Another problem is email is reaching a saturation point. II. B2B vs. B2CThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.III. Steps from Acquisition to Salea. Create traffici. Contests/sweepstakesii. Website contentiii. These are all designed to capture their email addressb. Analyzec. Connect/SellIV. Ollie vs. Marya. Olliei. 25 employees, 75% of portfolioii. Easy to sell toiii. Acquisition costs are loweriv. Higher churn rate (which is negative)v. Bigger marketb. Maryi. Marketing employee (supported by team)ii. 26-100 employeesiii. Low moneyInbound OutboundB2B - Blogs- Whitepapers/articles- Organic search- Webinar- Paid search- EmailsB2C - Blogs - TV ads- Magazine adsiv. Lower churn ratev. Acquisition = $5,000, higher because its more bureaucratic vi. More knowledgeable, harder to sell herV. Customer lifetime valuea. Monthly profit) x (Average Customer life) – (acquisition cost) = customer lifetime
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