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.
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.
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.
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.