B2B selling is different from B2C selling, to be sure, but human nature remains the same no matter what you do professionally. B2B can take some cues from B2C when inspiring and captivating buyers in a crowded marketplace.
Increasingly blurred lines between private and professional lives
The main thing I learned in my decades in B2C e‑commerce is that people are people. Whether they’re buying dog food or making a major corporate purchase, people want to be intrigued, excited and quite often, entertained. So, when you’re creating marketing programs for your B2B customers it’s important to figure out how you can communicate your message in a style that uses all the dimensions available to reach them as people – as human beings – whether that’s through a humorous (when appropriate) or thought provoking ad, by telling a differentiating innovation story in a long-form article or white paper, or via an informative and engaging video campaign that rivals what they’re seeing on TikTok – or at least close to it.
Appeal to the heart and the brain
Too many times companies get in the way of themselves by trying to walk the ‘corporate line’ to the point that their content and marketing can become boring and/or irrelevant. Letting loose a bit and having fun when possible is a way to let your customers know that while what you have to communicate is important, you understand that applying constant pressure isn’t necessarily the answer. Speaking to each audience in a manner that piques their interest is key. You can always get into the nitty gritty of your innovation on your sales call. But keep in mind that the initial goal is to raise interest so that you get to those calls by creating content/assets/programs that people want to engage with and respond to.
Powerful ideas require more internal support to prevail
Standing out means taking on more risk. In complex, technically oriented B2B organizations, it can be easier to fall back on “safe” ideas which are often clichéd and over-used (think lightbulbs, mountain climbers, handshakes and Swiss Army knives). Getting to a level of ideas that are differentiating, surprising and that take your B2B brand to a new place requires preparation, teamwork and effort to build up key stakeholder support. Not every B2B company is used to doing that. But in a world attuned to TikTok, YouTube, Instagram and other platforms, B2B success requires reinforcing certain muscles to better compete in a world where B2B buyers and B2C consumers aren’t so different after all.
“People are people. They want to be intrigued, excited and quite often, entertained.”
LORNA LADD
