What B2B Marketers Can Learn From B2C

July 25, 2019 by Ilona Biro, Content Writer

B2B marketers can learn a lot from their B2C colleagues. It starts with thinking of your customers as people, not companies, and your B2B brand as a multi-faceted company that provides value in multiple ways. Too often B2B brands are represented as bland, business-only entities, which is not just deflating for the company but ultimately leads to one-dimensional representations of the brand. Once B2B marketers get past that common mistake, everything gets better: the content improves and becomes more entertaining, you’re reaching out to people, not companies, and there’s room for being clever, fun and memorable.

B2C marketers create brands that customers want to be connected to because they have great products, great experiences or stand for something they care about. If B2B companies thought of themselves and what they do this way, their sales and marketing outreach would connect and pay dividends when it comes time for that customer to buy. Ultimately, any purchasing decision will rest on the facts, but the initial impression B2B sales people make should come from the heart, not from an excel spreadsheet. Facts can be added to the mix after the initial emotional connection has happened.

The best B2C marketing avoids robo-calling and e-blasting “are you the right person?” emails, which is straight-up lazy marketing. Because B2B marketers often view customers as entities, not people, they underestimate the brand damage this can do. It’s important to get to know customers as people by understanding their roles and helping them accomplish what they need professionally and personally.

Too often B2B marketers forget about the humans behind the corporate banners. By taking a more B2C approach, B2B will activate their brand and connect on a human level, which is essential to lead generation and B2B sales. To sum up:

Don’t think of your customer as a firmographic. Too often marketers regard their customer as a representative of their company, and nothing more. It’s important to remember to make an emotional connection with your audience, since so much decision-making starts with that.

Social media is meant for creativity. Different platforms and different media, like video and podcasting, are wonderful ways to get your message out and it changes people’s perceptions of your brand. Suddenly your company isn’t just a manufacturer of the best commercial refrigerators on the market, but it’s also an excellent source of marketing, maintenance and procurement advice for retailers considering a purchase. And some days it can deliver a laugh or a smile as well.

Content should be about trends, company culture, fascinating facts and people making a difference. So often B2B communications sound soulless or technical to a fault. Even if your business is in a highly technical area like manufacturing, there’s always a way to differentiate your content with diverse and human-centric topics.

Brand building is just as important in the B2B world as in the consumer world. Take your content and messaging beyond your product lines and your brand’s story will start to interest and attract your target audience. Make it memorable and they’ll pay attention.

 

Thought Leadership Can Turbocharge Your Business

Thought Leadership or Subject Matter Expert (SME) has been around for a long time, though people have different ideas about what it is. It’s not just a C-suite type talking on about a topic they’re passionate about on LinkedIn. It could be that, but it could also be something entirely different. Thought leadership can take […] August 13, 2019 by Ilona Biro, Content Writer

What B2B Marketers Can Learn From B2C

B2B marketers can learn a lot from their B2C colleagues. It starts with thinking of your customers as people, not companies, and your B2B brand as a multi-faceted company that provides value in multiple ways. Too often B2B brands are represented as bland, business-only entities, which is not just deflating for the company but ultimately […] July 25, 2019 by Ilona Biro, Content Writer

The Future of Visual Search

Two big trends in search are coming our way: voice search and visual search. Listen to ecommerce industry leaders and you’ll hear that visual search – taking a picture with a phone and searching for matches as you would with text in Google – is the “next big thing.” The CEO of Pinterest, Ben Silbermann […] June 6, 2019 by Ilona Biro, Content Writer

It’s 2019: Is Your Business Inclusive?

The world has changed a lot in the past five years, and maybe no more so than in the realm of inclusivity. People want to see it reflected in the brands and companies that they work with, so before any marketing or lead generation campaign can take off, it’s vital to ensure your company is […] May 23, 2019 by Ilona Biro, Content Writer

The Second Coming of Podcasting

‘Video killed the radio star’ went the 1981 song; but of course, it didn’t. Not long ago there was a lot of talk about the death of podcasting. People said it was too niche. Too hard for audiences to find amid all the other digital clutter. Then in January, music streaming platform Spotify made a […] May 7, 2019 by Ilona Biro, Content Writer

It’s the Marie Kondo Effect: Does Your Marketing Spark Joy? If Not, Here’s What You Can Do.

It seems the entire world has fallen under the spell of Japanese organizing expert, Marie Kondo, whose system provides a simple way to organize or get rid of anything in one’s life that doesn’t, in her words, “spark joy.” Ever since her Netflix show, “Tidying Up with Marie Kondo”, debuted on January 1, donation bins […] March 8, 2019 by Ilona Biro, Content Writer