B2B Marketing.
Or as we like to call it, human to human marketing.
A funny thing happens when you capture the essence of a company and start telling their brand stories in non-traditional, more human ways. Companies become more relatable. More trusted. More connected to their customers.
That’s exactly what we’ve been doing for more than thirty years at Falls & Co: pouring our heart and soul into every one of our B2B partners.
Parker
Funny thing about engineers. They’re human, too. Find out how we solved the complex challenge of engaging this audience in ways they had never seen before.
SHURTAPE
Would you like to know how our strategic planning group found a way to solve Shurtape’s issue of average brand awareness?
MOEN
The Number One faucet brand in America wanted to be the number one faucet in every new home, every new hotel, every new everything. We continue to help them solve for that.
Approach & Perspective
We dig deeper in to understand the client’s culture, product offerings and sales channel, while carefully analyzing the competition and market trends. We vet all perspectives, from influencers and installers to the customer. By getting the full picture, we can take advantage of unseen opportunities. As a full-service Home & Building marketing firm, Falls & Co. can help position your business for success and support your sales goals.
Trends Impacting the Industry
The Line Between B2B and B2C Blurs
Business-to-business outreach has a reputation for being the buttoned up, left-brained brother to more creative and intuitive business-to-consumer campaigns. But the buyers in Sourcing and Procurement are human, too. And they also make purchase decisions based on emotion (even if they believe otherwise). This has profound implications for B2B marketers who focus their messages exclusively on functional product benefits. Reputation, esteem, relationship and purpose are powerful drivers of B2B brand loyalty. Advantage savvier brands who use emotional storytelling to connect with their business customers and tap more directly into proven buying triggers.
B2B Marketing Finds Digital First
One of the most significant changes underway in B2B marketing is the shift to digital-centric marketing and advertising tactics. In 2020, B2B brands lost their go-to tactics of field marketing, conference and trade shows and outside sales. The B2B world had to pivot. Targeted, mobile-friendly video advertising and virtual events replaced many legacy sales tactics, and they continue to play a growing role in the post-pandemic marketing mix. B2B strategist also are finding new ways to leverage social, search and programmatic display. The science of SEO is finding its stride alongside the art of the sell, and marketing automation is helping more B2B brand target, retarget, and optimize their marketing message.
Thought Leadership Broadens Brand ROI
Today’s buyers have a growing appetite for and access to knowledge. In response, B2B marketers have adjusted their content strategies to focus on educating as well as selling. A holistic view of the B2B sales journey is driving marketers to measure success by more than lead generation, conversion and renewal. Industry expert content differentiates your brand by offering new ideas and education, engaging prospects until, and long after, they make a purchase. Falls & Co.’s agile approach delivers topical, meaningful content that highlights your brand’s expertise every step of the way.
Brands Look Inward to Promote Their Purpose
In his groundbreaking book Start with Why, author and speaker Simon Sinek discusses the importance of organizations identifying and promoting their purpose—why they do what they do. While a revelation to many in the business community, it has long been a cornerstone of brand planning (often referred to as a company’s reason for being). Its power comes from the fact that people develop trusting relationships with brands, and those relationships are formed largely out of a shared purpose. For Millennials and Gen Z, this is particularly important. Through careful planning, a strong brand foundation supports every aspect of a company’s marketing communications program.