THE CHANGING FACE OF B2B.

It’s not rocket science that, as consumers we prefer to receive direct, targeted, and relevant communication from anyone trying to sell us anything. We live in the age of the audience. So, if you don’t know me and the things I’m interested in, don’t try and market to me! Traditionally, these principles have been lost in the B2B space, immersed in seriousness, long-winded sales cycles, jargon and suits. However, this looks set to change. Many B2B marketers are now challenging this stereotype, believing that the direct, personalised marketing used in the B2C space should be mirrored in the B2B space. To do this, B2B marketing needs to go beyond targeting businesses as a whole and focus on the individuals themselves– simplifying the technical jargon of campaigns and increasing the use of creativity to really resonate with those that matter.

FROM AN EXTRA TO THE PROTAGONIST: HOW TO MAKE SURE CREATIVITY TAKES CENTRE STAGE.

Here at Unrival, we get that making these kinds of changes to your marketing strategy isn’t easy which is why we’ve got a couple of top tips to get you started.

Get Emotional

Rather than solely focusing on demonstrating the value of your service or product to a business (and in turn producing a generic and detached campaign), first think about your audiences’ emotions – what are their pains, priorities, motivations and interests? How can you tailor your campaign to show how your product or service aligns to these? Prove to these individuals how your product can support them to solve a problem they are currently facing, or help them raise their profile as an innovator in their business or even resolve the disputes they are dealing with in their team. People are human and even in the B2B space decisions are not made with a corporate business hat on alone.

Get to know your audience better

Discovering your target audience is never simple.

There are a variety of methods that can be used to find your perfect target audience. Here’s how we do this at Unrival:

  1. Identify how decision makers and influencers in a target account connect to one another through the use of People Maps (there’s a pretty picture of one of these below).
  2. Developing Data-Inspired Personas based on real people to provide insight about the target individuals’ key attributes (there’s a pretty picture of one of these below too). This will make your campaign personalisation a whole lot more successful.

 

Emotive Appeal: An example of how to understand and appeal to target individuals’ emotions.

Emotive Appeal: An example of how to understand and appeal to target individuals’ emotions.

Pieces of the puzzle: An example of how those you should be targeting connect to one another.

Pieces of the puzzle: An example of how those you should be targeting connect to one another.

As creativity and personalised marketing strategies (ABM we’re looking at you) are starting to be more valued by B2B marketers, it looks like we’re finally set to see B2B take the creative lead. Watch this space…

The Decision Maker Identification Challenge

Is there someone in a company that you’ve always wanted to contact but you’re not sure what’s best to talk about to make sure they’re engaged? Well, send us an email at hello@unrival.net with this person’s name and company and we’ll create a sample profile for you to get you started.

Want to know more?

You can discover more about Personas and other future trends in B2B on our brainwaves page.