B2B vs. B2C Marketing
Dear Jennifer,
I am struggling with something I can’t find a real answer to…I work in a large marketing department and I’m a people person. Mind you, this is a new job and I’m fresh out of college, but I can’t quite grasp this concept so bare with me.
We are a manufacturing company that sells products to the automotive industry. In our multigenerational workforce, I am having a hard time convincing my co-workers that we should be humanizing our marketing materials more. Whenever my co-workers produce pamphlets and various other pieces of work, it lacks that personal touch I desire. It’s all business jargon & so darn heady.
What do you think about this concept? Do you think that manufacturers can personalize their marketing messages in a B2B world like they do B2C?
Sincerely,
Gen Z’er
Dear Gen Z’er,
Or should I say ‘Dear Mindreader’! We just recorded a YouTube Short on this concept not too long ago. How did you know? This has been in the back of my mind for years. You’re not alone.
I can’t quite grasp the notion either that just because you market towards business to business type companies, you can’t incorporate that personal, human touch that we all desire. I agree with you in that regardless of whether your business is B2B or B2C, you should be able to have your marketing messages reflect the people behind the brand. And from your writing, it sounds like you’ve got the personality that folks would relate to.
Here are a 3 simple ideas we have up our sleeves for you to bring back to your workforce & share with your boss:
To target your audience with a message that really resonates, you need to know their deepest frustrations & desired experiences. Clearly defined personas and customer journeys based on research should help start you off.
Let employees express themselves! Proactively seek their passions and motivations, & help them to tell their stories on y’alls social media accounts.
Use real photographs or enticing illustrations and maybe even try video or YouTube Shorts to really shed light on your company’s employees and brand.
To put it simply — business value will get you into a buyer’s consideration, but emotional connection will make you stand out in a crowd. Take this back to your team and update us with your successes.
Sincerely,
Jennifer Sargeant
Digital Sargeant