Is it politically correct to talk about the differences in B2B marketing to men vs. women? Maybe not, but working with a new client this past week revealed a bit of the reality related to that issue.
The purpose of employing this tactic is to overcome natural human inertia. Here’s how it works.
A prospect, customer or member receives a direct marketing email, direct mail piece, or even sees an eye-catching Google™ Search Engine Marketing Ad. But because of today’s over-the-top workloads and time demands, these folks put off responding to the message by thinking, “This looks interesting. I’ll do it later.”
The offer is the device that stops that thought and says, “You must respond now or this inviting ‘extra bonus’ will go away.”
Making an offer to generate quick action is effective with both businessmen and businesswomen. The difference lies in which offers work with men and which are attractive to women.
Trying to get a selected target to participate in an Industry Trend survey, marketers are safe with something like, “The first 200 to complete the survey receive an Amazon.com gift card.” This allows respondents to choose the gift that appeals to each one personally — regardless of gender.
My client, a business products company whose market is 75% female, was using an offer to try to increase the size of each purchase. They tested two offers:
- Order $200 or more and get free shipping
- Order $200 or more and receive a certificate for a Free Box of Name-Brand Chocolates
The men responded to the free shipping. The women chose the reverse — in overwhelming numbers.
What this tells B2B marketers is that, when building in-house prospecting lists or even populating a CRM program, it’s important to include a field for gender. That’s because there may be times in the marketing process when knowing the gender of your prospects could make a huge difference in the response to your campaigns.