On Strategy Showcase: Uber. Extending the Consumer Brand into a B2B World
Hosted by Fergus O’Carroll | Release Date: February 17, 2025
Introduction to the Episode
In this insightful episode of On Strategy Showcase, host Fergus O’Carroll delves into the intricate process of transforming a well-established consumer brand into a formidable player in the B2B landscape. The episode features Michelle Lisowski, Senior Director of Global B2B Partnerships at Uber for Business, who shares her extensive experience and strategic approach to bridging the gap between consumer and business markets.
Setting the Stage: LinkedIn’s Role in B2B Marketing
The episode kicks off with Fergus introducing the latest addition to the podcast series, Spot On, a monthly panel discussion featuring marketers analyzing current market strategies. He acknowledges Keith Browning, Director of Brand Marketing for LinkedIn, emphasizing LinkedIn's pivotal role in B2B marketing.
Notable Quote:
Fergus O’Carroll [00:00]: "We're starting a new series... more like a talk show panel than it is about an in-depth interview."
Keith discusses the 955 Rule, highlighting that in B2B contexts, only a small percentage (around 5%) of the target audience is actively in the market for a product at any given time.
Notable Quote:
Keith Browning [02:22]: "The vast majority, like 95% of the people in your market are out of market buyers... you're mainly in the memory building business."
Uber for Business: Expanding a Consumer Powerhouse into B2B
Fergus smoothly transitions the conversation to Michelle Lisowski, exploring the challenges and strategies involved in Uber’s expansion into the business sector.
Background and Transition: Michelle shares her journey from Google, where she worked on transforming consumer products like G Suite into B2B solutions, to Uber, aiming to replicate and build upon that success.
Notable Quote:
Michelle Lisowski [06:34]: "The reason I came to Uber was very much because of my experiences at Google and wanting the opportunity to go back to the beginning..."
Defining Uber for Business: Michelle clarifies that Uber for Business is more than just using Uber in a corporate context; it’s a comprehensive platform that integrates Uber’s core services with additional controls and features tailored for businesses.
Notable Quote:
Michelle Lisowski [07:04]: "Uber for business is really kind of a platform that sits on top of our core services, enabling companies to bring those consumer offerings to the people they serve."
Campaign Highlights: Targeting Corporate Travelers
Fergus showcases two campaign spots targeting corporate travel managers, illustrating the practical applications of Uber for Business.
Campaign Spot 1: Corporate Travel Manager Overloaded The first spot depicts a travel manager overwhelmed with employee requests, leading her to utilize the Uber for Business platform for streamlined management.
Campaign Spot 2: Expense Report Frustrations The second spot highlights a travel manager struggling with expense reports, resolved by Uber’s automated expense features.
Notable Quote:
Unknown [09:33]: "With Uber for business, you can set budgets so easily. Your team actually sticks to them."
Enhanced Features for B2B Success
Michelle elaborates on the specialized controls and functionalities that differentiate Uber for Business from the consumer app, such as spending limits, location restrictions, and Uber Central for seamless ride management without using the personal app.
Notable Quote:
Michelle Lisowski [10:53]: "Uber Central allows you to call an Uber for someone else and communicate with the driver, providing a full end-to-end service."
Brand Perception and Credibility in B2B
A significant portion of the discussion focuses on leveraging Uber’s strong consumer brand to establish credibility in the B2B space. Michelle emphasizes the importance of educating the market about the distinct features of Uber for Business while maintaining the brand’s authentic identity.
Notable Quote:
Michelle Lisowski [13:21]: "Uber might get our foot in the door, but we have to establish credibility and understand the category in which we're playing."
She shares specific use cases, such as assisting automotive dealerships by offering ride services instead of traditional loaner cars, thereby enhancing customer service and establishing Uber’s relevance in new industries.
Strategic Advice for Transitioning from B2C to B2B
Fergus prompts Michelle to offer advice to marketers managing B2C brands transitioning into B2B. Michelle highlights two key strategies:
- Leverage B2C Strengths: Maintain brand consistency while educating the market about B2B offerings.
- Deeply Understand the B2B Audience: B2B buyers require higher levels of service, trust, and relationship-building.
Notable Quote:
Michelle Lisowski [15:41]: "Leverage your B2C strengths as much as possible and deeply understand your core audience."
Elevating Service Standards for B2B Clients
Michelle underscores the necessity of superior customer support in B2B, as businesses demand reliable and comprehensive service solutions. She explains that B2B customers expect more intricate support systems compared to B2C interactions.
Notable Quote:
Michelle Lisowski [17:56]: "Customer support is a key differentiator on the B2B side... They expect a different level of service."
She discusses the blend of high-touch marketing tactics like events and webinars with scalable digital strategies to effectively reach and engage B2B audiences.
Effective Campaign Strategies and Learnings
Drawing from her experiences at Google and Uber, Michelle shares insights on campaign effectiveness:
- Focus on Solving Specific Problems: Concentrate on one value proposition to enhance clarity and impact.
- Targeted Marketing Channels: Utilize platforms like LinkedIn for precise audience targeting.
Notable Quote:
Michelle Lisowski [19:36]: "Be very pointed. Talk about one feature, one value prop, one problem that you can solve for a company."
She also highlights the importance of using data-driven targeting to ensure campaigns reach the right decision-makers, making LinkedIn a crucial platform for their B2B efforts.
Inspiring B2B Campaigns and Creative Aspirations
Michelle praises certain B2B campaigns, notably Slack’s innovative approaches, and shares her ambition to create visually appealing and high-performing B2B marketing materials. She encourages agencies to embrace creativity within the constraints of B2B marketing to engage and educate their audiences effectively.
Notable Quote:
Michelle Lisowski [22:31]: "B2B is often not very sexy, but companies that take risks and break through set an exciting tone for the industry."
Conclusion and Final Thoughts
The episode wraps up with Fergus expressing his gratitude to Michelle for her valuable insights and contributions to the B2B marketing discourse. Michelle reiterates the potential for creativity and effectiveness in B2B marketing when brands like Uber leverage their consumer success to address business needs.
Key Takeaways
- Building B2B Credibility: Leveraging a strong consumer brand can facilitate entry into the B2B market, but establishing credibility requires understanding and addressing specific business needs.
- Targeted Marketing Strategies: Utilizing platforms like LinkedIn for precise targeting ensures that marketing efforts reach the appropriate decision-makers.
- Focused Campaigns: Emphasizing a single value proposition in marketing campaigns enhances clarity and effectiveness.
- Enhanced Customer Support: Providing superior and tailored customer service is crucial for success in the B2B arena.
- Creative B2B Marketing: There is significant potential to create engaging and high-performing B2B campaigns by balancing creativity with relevance and education.
This episode provides a comprehensive exploration of the strategic considerations and practical implementations necessary for transitioning a consumer brand into the B2B sector, offering valuable lessons for marketers navigating similar challenges.