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

Posted by Wendy Marx

B2C Tactics That are Sure to Boost Your B2B Marketing Strategy

[Note: Because this continues to be a very important and relevant topic in the realm of modern B2B marketing strategy, we've updated this post just for you!]

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 look at how you can bridge this gap in your own B2B business, and reap the benefits of B2C tactics.

What Is B2B Marketing Strategies, and Why Do We Need to Update the Rulebook?

Think of all the changes that have taken place within the B2B field in the past few years. Whether it's social networks like LinkedIn, the increase in B2B influencer marketing, or the shift towards strictly online research, there is a lot happening across the B2B industry.

At one time, marketing strategies for B2B were solely directed toward C-suite executives through telephone calls and emails. Yet, nowadays, others outside of the C-suite have a major impact on purchase decisions. And online research has replaced in-person meetings and sales calls.

In addition, B2B audiences are younger than those we saw in the past. This has made it crucial that B2B companies embrace social engagement tools and online campaigns to reach their audience -- all of which was once considered a strictly B2C strategy.

For instance, 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. The result? More purchase decisions and an elevated bottom line.

Many other traditionally B2C tools and methods have been implemented within B2B in recent years to good effect. The bottom line is that the B2B business landscape is changing, and requires marketers to adopt more B2C tactics to keep up.

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



The B2B landscape is changing, and marketers need to adopt more B2C tactics to keep up Tweet: The B2B landscape is changing, and marketers need to adopt more B2C tactics to keep up@wendymarx TO TWEET


5 Ways Your B2B Marketing Strategy Can Benefit from B2C Marketing Methodology

1. Market with Emotion

In B2B marketing strategies and tactics, 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 and fuel the flames of 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 work space 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 that your company has a compassionate, humorous, or even funky side. Showcase elements of your company's personality and culture on your website, blog, and social media channels to create a deeper connection with your audience.

The following is a standout example from Salesforce. As soon as you read their 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



Showcase your brand personality and culture on your website, blog, and social media channels Tweet: Showcase your brand personality and culture on your website, blog, and social media channels  @wendymarx TO TWEET


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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. What can you do if that is true in your case? Be honest about it, but give basic prices that prospects can expect. If your product is difficult to attach a specific price to, you could say something like,

"We know prices are important to every business. There are many working parts to our products, which makes it difficult to nail down an exact price right here and now. Even so, here are a few basic prices and guidelines you can expect. For more precise pricing information, we would love to chat with you about the details."

This kind of language 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

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4. Simplify Your Buying Process

Everyone wants a streamlined process. B2C marketing strategies 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 still 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, traditional B2B  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.

Out of the box ideas don't have to be complicated or expense. You could run a contest on one of your social media channels, asking for stories and pictures of how people use your product. Create your own in-depth survey, and then leverage the results for more B2B leads. The key thing is to put yourself out there and engage your audience.

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 marketing strategies and techniques. B2B companies who have started down this road are already seeing tremendous success. Ready to join them?

Working hard, but not getting enough leads? Unlock the 7 Secrets to Lead Generation. Click here to get the checklist now.

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Mar 16, 2017

Wendy Marx

Wendy Marx is the founder and president of Marx Communications, a boutique inbound marketing and public relations agency. An award-winning B2B public relations pro, she has helped many small- & medium-sized firms (SMBs) become well-known industry brands and transform their businesses, going from Anonymity to Industry Icon™.

Her business articles have appeared in The New York Times, InformationWeek, Inc., Advertising Age, & Fast Company, among other outlets. 

View all posts by Wendy Marx