HoneyBook’s Dan Visnick: Applying B2C Tactics in a B2B World

This episode features an interview with Dan Visnick, Chief Marketing Officer at HoneyBook, the leading business and financial management platform for solopreneurs and freelancers. Dan has over two decades of technology and internet industry experience, from start-ups to established brands. Prior to HoneyBook, he led global marketing for Change.org, was head of consumer marketing for Google Shopping, and held various marketing leadership roles at Yahoo!

In this episode, Kailey and Dan discuss leading marketing efforts with an authentic voice, applying B2C tactics in a B2B world, and using AI to build customer experiences.

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Key Takeaways:

• Customers have grown tired of the corporate spiel in marketing. Approaching your marketing with an authentic and unmanicured tone of voice makes your company resonate with customers in a more human way.
• Just because you’re a B2B company doesn’t mean you can integrate B2C practices and tactics. As Dan learned, building an inbound funnel, referral programs, and providing premium assistance can actually help you reach higher levels of efficiency in the long run.
• If you’re not using AI to build customer experience, you’re already behind the curve. For example, chatbots can help reduce support tickets and enable your support team to have faster response times. AI can also improve conversion rates by providing instant gratification to customers.

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“We've also been using predictive modeling to target who is relevant for our business. We started off with an internal algorithm to identify what segment someone is once they started a trial. Then we could speak to them and personalize how we address their onboarding journey. But now, we're using that externally well to identify who are the best product market fit in advance so that we can have higher efficiency in our own business and acquisition.” – Dan Visnick

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Episode Timestamps:

*(02:56) - Dan’s career journey

‍*(07:05) - Trends in the customer experience journey at HoneyBook 

‍*(08:10) - How HoneyBook uses AI to build customer experience

‍*(16:46) - How Dan applies B2C tactics in a B2B environment 

‍*(23:42) - How Dan defines “good data” 

*(32:32) - An example of another company doing it right with customer engagement (hint: it’s Duolingo and USAA)

‍*(36:57) - Changes in customer experience in the next 6-12 months

*(38:25) - Dan’s recommendations for upleveling customer experience strategies

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Links:

Connect with Dan on LinkedIn

Connect with Kailey on LinkedIn

Learn more about Caspian Studios

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