And shame on us if it is.
When I tell people that I specialize in B2B marketing, I sometimes get very dull looks, or glazed eyes, or maybe even a hint of sadness (she’s not one of the cool marketers, poor girl). It’s true, in some circles, B2B has a reputation for being boring, unimaginative, risk-averse, and dare I say . . . dry.
To that I say bullocks, and shame on marketers who let our profession and our clients down by approaching the complex and often fascinating world of B2B with anything less than curiosity and enthusiasm for the endless potential to help companies connect in meaningful ways.
Are you selling accounting, engineering, or other professional services? Manufactured goods? Health care implements? Prescription medication? Crop fertilizer? Regardless of your offering or your category, the job of finding your ‘marketing bullseye’ always starts at the same place – understanding the customer! And I mean really, truly, deeply understanding the customer, moving beyond cliches and demographic or geographic assumptions. What do they want, what do they need, what keeps them up at night, what inspires them about their industry, what frustrates them about their industry, how engaged are their employees, is the future filled with endless blue oceans or terrifying technological pivots? If you don’t know the heart and brain of your customer, it’s time to roll up your sleeves and get digging with proper customer intelligence and research initiatives.
Sometimes marketers lose sight of the fact that business customers are real human consumers, too – like all of us, they have behaviours and brand preferences that they may not even be fully aware of. Your B2B customer is also being sold Doritos, Netflix and expensive skincare products. So, in one part of their life things are insightful, clever and easily connect to their lived experience. And then once they clock in for work things get dry even though they are still making discreet decisions on brands and services all day long. That’s a huge disconnect and a missed opportunity to me. We connect brands and businesses with customers in B2C and B2B worlds. You just have to know them.
Now to be clear, we understand the main goal of B2B marketing is to establish a credible and timely connection that leads to a sale or a desired relationship outcome that benefits both parties. Not everything in B2B can be funny, surprising or make it to the Superbowl. But please, for the love of our profession, don’t be boring. The cardinal sin in marketing is to be ignored.
Here are some of my key learnings from directing marketing campaigns across wildly diverse industries:
1. Be insightful, then provide value and relevance and then make darn sure you don’t get ignored.
2. Say less with more. Long copy that lists every feature and benefit belongs on your website for those folks who need a deep dive (not to mention for your SEO). Headlines that read like an operation manual show your customers you couldn’t be bothered to have a position or a personality. How you talk about your services and your people and your industry differentiate your brand, so be about something and commit to tone, character and word choices that reflect that brand.
3. Don’t skimp on your visual identity. Invest in good quality imagery and graphics, whether it’s for social or sales collateral. Slapping a stock photo behind boring copy says “we just couldn’t be bothered to reach a little higher”. Remember, these people are being exposed to really beautiful and impactful brands in every other facet of their lives.
4. Customize, but don’t compartmentalize. Most B2B campaigns are happening in direct channels and engagements, so your strategy on customization and timing is paramount. Make it easy for your customers to engage and convert with your business. For some that means direct to e-commerce platforms, and for others it might mean a follow up meeting the prospect will actually accept. But don’t sacrifice your overarching brand promise for each small or niche segment of your audience. Your brand is based on the unifying things between customers, not the distinctions. Just recognize where customers are in their journey and then act and communicate accordingly to show them that you know them (and not in the creepy way).
At the end of the day, regardless of what business you are in:
You need to stand out.
You need impact and relevance.
Customers need to feel aligned and proud to be associated with your brand.
Now that I got that off my chest, here are some of the best B2B campaigns I’ve seen lately.
UFA Bins – Some bank accounts are steel (credit C&B and UFA)
I worked on UFA for many years in a previous life, and I still have a pretty good connection to the insights of those marketing in primary agriculture. When I saw this bin on the highway I smiled from ear-to-ear. The money is in the bin (literally), so protect it! Simple, impactful and relevant to the customer.
Heartland Polymers
A shameless plug perhaps, but relevant all the same. How do you launch a commodity input product into a mature market from the first integrated Canadian-based producer in North America? Do it BETTER. There is such an amazing vision and plan in place for Heartland Polymers, and the brand promise had to be as big and bold and future-forward as the idea for a new business that was a decade in the making. The polymer industry wants a fresh, new, bold and visionary business partner? They are going to get it.
Shopify
Let’s make you a business.
This is so timely for many small to medium size businesses that really faced challenge and opportunity in pivoting to almost exclusively e-commerce in 2020/2021. We have a lot of experience helping clients get set-up on Shopify, so I can confirm it’s easy to use, business-and user-friendly and provides quick ROI.
Katie Phipps is President of Vera Causa and its Director of Client Strategy. When she’s not looking for simplicity in marketing and parenting, she can be found in the horse barn.
