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5 B2C Tactics That Are Sure to Boost Your B2B Marketing Strategy

Posted by Wendy Marx

Mar 16, 2017

B2C Tactics That are Sure to Boost Your B2B Marketing Strategy

In what seems like a blink of an eye, B2C and B2B marketing have become strange bedfellows. The chasm between the two discliplines has shrunk and we need to get onboard. Let's get started.


What Has Changed in B2B?

Once upon a time you never would have seen B2B companies use a fun video about a product or industry. Yet, this has become the norm for many B2B companies -- with great success! Other traditionally B2C tools and methods have been implemented within B2B in recent years to good effect.

Let’s steal a few more pages from the B2C marketing rule book, and discover 5 ways that B2B marketers can achieve more success with B2C tactics.

 

In B2B marketing trends, the pace of change in technology, customer expectations and selling techniques can be tough to comprehend, let alone conquer. --Sam Hurley

 

5 Ways Your B2B Marketing Strategy Can Benefit from B2C Methodology

1. Market with Emotion

In B2B marketing, while it's important to focus on products and benefits, it's equally important to tap into the emotions of your audience. That helps create engagement and interest. 

Granted, this may be easier for B2C marketers -- their products are usually emotion-centric from the start. But this is not a completely foreign concept to B2B. After all, everyone wants to feel understood and inspired. You just need to learn which emotions you want to tap into.

Take, for example, Intel’s RealSense Technology. Intel craftily plays on the creative emotions of its audience. This isn’t a logical marketing approach -- it’s emotional, which is why it works so well.

Intel RealSense Technology Example

 

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2. Leverage Your Company’s Culture

Each business has its own culture. The culture might be based on a charitable cause, the workspace atmosphere, or the camaraderie of employees. Don’t be afraid to highlight your culture throughout your marketing.

When you share this side of your company with your audience, you humanize and develop your brand. It shows hat your company has a compassionate, humorous, or even funky side. You can showcase elements of your culture on your website, blog, and social media channels.

The following is a standout example from Salesforce. As soon as you read its About Us section, you get a sense of warmth and community. In the first line the CRM company proudly proclaims its workforce as its family and outlines its culture's eight core values.

Salesforce About Us Example

 

 

Be personable and be authentic, presenting a positive and complementary reflection of the brand and business you represent.--Adam Houlihan

 

3. Implement Price Transparency

When people enter a B2C website, they expect to easily find prices. If they can’t find prices right away, most consumers will go to a site where they can. This idea is also seeping into how B2B buyers shop for their needs. They want to see everything out front, without having to call a sales representative and sit through a sales pitch.

You might argue that B2B products and services are more complicated and difficult to attach an exact price to. Be honest about this, but give basic prices that prospects can expect. This sets buyers at ease that your company is upfront and honest.

This is a great example from Zendesk, where you can easily find pricing on its homepage. The pricing is broken down into different categories of services as well as needs (basic, professional, etc.).

Zendesk Pricing Transparency Example

4. Simplify Your Buying Process

Everyone wants a streamlined process. B2C marketers have made an art out of this -- each buying decision is made as simple and user-friendly as possible. Think about how easy it is to buy on Amazon; one click, and you’re done. While this exact approach may be too simplified for B2B purchases, you get the idea. Simple is better.

This may be more complicated for companies offering enterprise-level solutions, but you can work to make it better. Even little adjustments and simplifications can improve the buyer’s experience tremendously.

For example, instead of convening in a board room to sign legal papers, could you condense it to an online legal document with a checkbox at the bottom for agreement? If this is possible for your product, your customers will no doubt appreciate the ease and simplicity of the process.

 

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5. Take More Risks

It’s time to throw out that dusty rule book, and think outside of the constraining box that's easy to get used to. From product giveaways to customer appreciation, there's a wealth of B2B marketing approaches to discover. Many B2C companies have taken the plunge into an adventurous marketing approach, and their customers have answered with their appreciation.

For instance, a few years ago a handful of B2C companies were using sidewalk chalk artists to create buzz around their company and products. It was a gutsy move at the time, but it paid off in three main ways: It drew a crowd, blew up on social media, and was fairly inexpensive.

What gutsy, out-of-the-box move will you take?

 

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Key Points to Remember...

  • Show a more human, emotional side to your company
  • Showcase your company's culture and personality
  • Be more transparent in your pricing, and simplify the buying process for your clients
  • Don't be afraid to take risks in your marketing plan

It’s time for your B2B marketing strategy to break the mold and embrace more B2C techniques. B2B companies who have started down this road are already seeing tremendous success. Ready to join them?

 

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