The big B2B marketing secret: try B2C instead
B2B marketing is changing. Gone are the days where lists of features packed full of jargon get attention. Now, the lines between B2B and B2C are starting to blur.
We’re in the middle of a B2B evolution, where buyers expect a more consumer-like experience. Companies are thinking about higher meaning and social responsibility, and new values are changing behaviour and choices.
Intel CMO Karen Walker says, “Marketing has changed more in the last five years than it has in the last 25 years in the B2B space… People are taking their Sunday night shopping experience and bringing it into their Monday work day, and doing the exact same things.”
This may be in part because a big proportion of B2B buyers are now millennials: a more computer literate generation who demand great service because they’ve always been used to it as a B2C buyer. Why expect anything less from business purchases?
And in the wake of COVID-19, B2B and B2C are more linked than ever. Adobe estimates 70% of organisations are now hybrid B2B and B2C, often known as ‘B2B2C’ or ‘B2E’ – business to everyone.
So, what are the big similarities between B2C and B2B marketing in this new world? And what can B2B organisations learn from their consumer counterparts?
B2B is out: Human to Human is in
Storytelling and emotion are the bread and butter of good B2C campaigns. But historically B2B marketing has neglected to create a real connection with customers. Here’s the thing: people who make business buying decisions are also… just people. With the same emotions, feelings, goals and values they have in their personal lives.
57%
of people say they like brand messaging that makes them laugh
47%
want to feel motivated or inspired.
Using storytelling, having personality and building emotional rapport with your B2B buyers is key to securing sales. Having rapport with their sales representative is often cited as one of the main drivers behind closing a sale, and this can be supported by marketing that reiterates the human touch and personality of the rep across the brand’s other touchpoints.
The personal touch
As our B2C shopping experiences become increasingly personalised (consumers spend 48% more when their experience is personalised!) there are growing expectations across B2B too.
According to the Experience of Commerce, 73% of B2B buyers want personalised experiences that are similar to B2C. And 50% of B2B buyers identified improved personalisation as a key consideration when searching for suppliers.
This is where Account Based Marketing (ABM) can really come into its own. ABM is a strategy used primarily in B2B marketing that focuses on a specific audience, particularly individuals and not just the business itself. Activity is defined by who they are, and how marketing and sales can work together to support their role. ABM can offer real return: the more bespoke the marketing, the more the audience understands how well you serve their needs.
Experience matters
B2C brands have focused on customer experience for decades: it’s often how they set themselves apart. Think the likes of Disney, John Lewis or Virgin. But B2B lags behind. Customer-experience index ratings show B2C companies typically score between 65-85%, while B2B score less than 50%. This gap will only widen as modern buyers expect a great experience no matter where they’re buying from.
How can you improve your customer experience? Loop in that human element. Demonstrate empathy for your customers, and identify how you’ll solve their greatest problems.
People and planet
Sustainability, diversity and social responsibility are increasingly important in the minds of today’s B2C and B2B consumers.
According to PwC, 83% of consumers said that companies should be actively shaping ESG (Environmental, Social and Governance) best practices. And a global survey by Deloitte revealed that 57% are more loyal to brands that commit to addressing social inequalities.
B2B brands should communicate their ESG strategy transparently, and think about how to loop this into their marketing – particularly on their website and social media. Look no further than successful B2C players in this space, from Patagonia (“75,000+ workers benefit from Patagonia’s participation in the Fair Trade program”) to Nike (“We reuse more than 90% of the waste from materials used from Air soles to make new cushioning systems”), to see how it’s done.
If B2B brands take just one thing away from the increasing similarities with B2C, it should be this: consumers are people whether they’re at work or at home. The values, emotions and stories that drive them in their personal lives follow them to work. And grabbing that opportunity with both hands in your B2B marketing might just be the secret to success.
At The Creative Consultancy, we don’t do basic B2B. We do human.
If you want to find out more about putting that human touch into your B2B marketing, get in touch.