Instead of comparing B2B marketing to B2C marketing, it’s time we recognized this fundamental truth: all customers, even those of the B2B variety, are human beings living in the Digital Age – just like the rest of us.
While B2B marketing has traditionally lagged behind B2C marketing, the gap is closing. That’s because savvy B2B marketers realize that in order to really reach customers and make an impact, they need to stop thinking Business-to-Business and start acting Human-to-Human.
The first step is acknowledging that today’s buyers have the same expectations as all buyers. As connected consumers, they spend a lot of time online – nearly 6 hours a day spent working, engaging on social, and accessing information on virtually any topic with just the touch of a button or swipe of a screen; they’re smart about what they want and where to find critical, decision-making information. What’s more, only 12 percent of today’s B2B buyers want to meet in person with a sales representative – 71 percent would rather research on their own and reach out only when help is needed or they’re ready to take action. In place of constant contact, consumers expect a higher level of quality engagement from businesses through digital channels – and it’s the businesses that are able to deliver authentic, individualized customer experiences that usually make the sale.
Here are three ways B2B marketers can harness Human-to-Human marketing to connect with people and win customers.
Celebrate your customers as individuals
Typical B2B customer bases are already highly segmented, which puts B2B marketers in a unique position to deliver amazing, personalized customer experiences. So why do so many B2B marketers still rely on “one-size-fits-all” tactics? It’s likely that they’re not taking full advantage of the personas they develop or the data they collect to identify exactly who their customers are, what they need, and when they need it.
Connecting personas and CRM data to touch points along the customer journey can help marketers create hyper-personalized marketing that engages the right people at the right time. The key is to focus on quality content that offers value for each individual customer. Personalization will build trust and engenders loyalty, and it certainly makes a difference. Seventy-eight percent of consumers perceive a relationship between themselves and a company providing custom content – and relationship-building is half of a B2B marketer’s job!
Get social to make genuine connections
Decision makers are trending younger, and are more tech-savvy than ever. In fact, B2B buyers under 40 are almost twice as likely to use social media to gather information as the over-50’s. While tracking ROI continues to be the number one challenge for B2B marketers, it is perhaps worthwhile to reconsider this in the context of social media. At its most effective, social media is less about selling and more about providing customers with moments of value to engage in conversations that persist throughout the buying cycle.
The challenge for B2B marketers is to find a way to build relationships by using social media to connect other, more easily trackable marketing strategies to the overall customer experience. Companies that are doing this well (great job, Maersk Line!) are striking a balance between active customer engagement, education, and representing their brand’s USP. The good news is that B2B marketers who are already familiar with building a brand presence through content are finding social media an ideal platform to showcase this expertise and use it to create quality content that promotes engagement.
Prepare to delight across all channels
B2B buyers are embracing digital channels – and they expect companies and suppliers to meet them there with experiences that are tailored to their specific wants and needs. B2B brands that can’t deliver this risk losing business to B2C companies who can. In fact, 49 percent of B2B buyers prefer making work-related purchases on B2C websites.
Why are B2C brands better able to meet omni-channel demands better than B2B? They’re invested in using digital to support their customers at all points of engagement – and that includes everything from removing friction in the buying process to providing service and information through social media. While it can be difficult for companies to let go of the archaic processes and tools that once served them well, the reality is that digital is at the heart of engaging and nurturing the people behind the sale. Staying competitive means adapting to the digital world in which your buyers are waiting to be delighted.
Embracing a digital mindset that brings Human-to-Human marketing into focus is what will enable all marketers to remain competitive; it’s this better access and insight into individuals and interactions that drives sales. While much has been made of the perceived differences between B2B and B2C marketing, the reality is that the lines between them are steadily blurring as both strive to humanize their brands in an increasingly connected world – and that means business is better for everyone.
No comments:
Post a Comment