There’s a paradigm shift taking place among many B2B manufacturers and service providers when it comes to their marketing strategies. In the past decade, traditional marketing tactics have shifted away from print ads and cold calling in favor of a targeted online inbound approach. But despite changing methods of reaching customers, some companies have failed to change their message:
“Superior Service!”
“#1 Solution for Streamlining Your Operations!”
“Highly Innovative Product!”
Sound familiar? I don’t know about you, but when I see claims like that, visions of Charlie Brown’s teacher come to mind. “Blah, blah, blah…” They don’t say much, and all sound the same. Or worse, those claims can come across like a late-night infomercial with announcers shouting at me through the television.
Those types of claims are likely the same ones being made by your competition and, just like those infomercials, people tune out. Such messaging positions the product or company as the hero that will swoop in to save the day, and it says nothing at all about what’s most important: the customer.
Instead, what if your messaging focused more on your customer’s success rather than your own? That’s what’s happening in today’s B2B landscape.
The demographic of the B2B buyer is changing as Baby Boomers exit the workforce at a rapid pace. Younger, more tech-savvy, hyperconnected professionals are the new decision makers in many organizations. Nearly half of all B2B researchers are millennials. This is great for those who’ve embraced an inbound approach to marketing, which thrives on online engagement and nurturing using robust marketing automation tools such as Hubspot, a company that estimates that 84% of millennials don’t trust traditional advertising.
A new audience requires a new message. If you’re still not convinced that abandoning old-school tactics to promote your brand is the way to go, maybe these statistics will change your mind:
What does a customer-centric approach look like for B2B? It’s more than just providing “superior customer service.” Understanding the underlying motivations that drive someone to make a highly considered purchase can help.
In Maslow’s Hierarchy of Needs, motivating factors are separated into two basic categories: deficiency needs and growth needs. The top two categories in the chart below are the motivating factors for most B2B buyers: Esteem and Self-actualization. When B2B marketers focus on a buyer’s desire to grow and learn, treat them with respect and position their content in a way that allows the customer to grow and be all they can be, they’ll feel empowered and in control instead of feeling “sold to.”
Yes, people need to have the basics (product specs, price, etc.) covered in their quest for solutions, but what they’re truly seeking is self-esteem, pride, the respect of peers and self actualization. The two need to be intricately woven into customer experiences during their buyer journeys. Here are some practical ways to do that:
Positioning your company as the one that will help your customer thrive and succeed needs to be the focus. In order to do that, you need to understand who your B2B buyers are and establish strong buyer personas to use as messaging guides and create appropriate nurturing campaigns. There’s a Buyer's Journey Worksheet that you can download below that can help. When potential and existing customers feel empowered and appreciated, they’ll be more likely to engage in your online content, download materials, fill out contact forms and build a working relationship that leads to a purchase. Identify your buyer’s motivations, goals and desired destination; then walk arm in arm to help them get there. If this approach to attracting and delighting B2B buyers sounds appealing to you, we'd like to come alongside you to reach them. We're here to help, so feel free to reach out to us for a no-cost consultation.
Topics: Inbound Marketing
