Over the past few years, marketing has gone digital, yet we are seeing a revival in human-centric thinking. B2B buyers are also humans with emotions.
Unfortunately, B2B marketers have not always used this information in their strategies despite knowing this. Instead, they use complex, feature-laden language, which can make the buying process difficult.
For B2B marketers, including emotion in the work of B2B marketers may sound intimidating. However, this might leverage B2B marketers to elevate their brand to stand out above others. Incorporating trust, confidence, and humor in previous selling tactics is one way to engage customers.
Additionally, as younger generations become more prevalent in the corporate world, there has been a shift from seeing strictly professional life to a blend of professional life and personal experience.
We can also see a change in marketing towards catering to individuals with more profound empathy and care.
The traditional B2B industry has dry, feature-focused marketing strategies. But this is changing even as few companies are willing to be expressive or different, say consumer-focused.
But with evolving customer-focused demands, thoughtful personalization, and the emergence of forward-thinking competitors, being unimaginative doesn’t cut it anymore.
Personalization in communications can help make the dynamic approach possible. It can be used hand in hand with data and, when used correctly, makes the experience for the buyer much more impactful.
Many B2B companies promote highly technical content because they claim they are catering to businesses.
But marketing is not about business. It’s about people. And people seek content that is helpful and won’t put them to sleep.
The top marketing objective for 51% of B2B marketers in 2022 is increasing revenue. But it is a problem that improving customer experience is only a priority for 31%, a complete 20% less than revenue.
Modern customers are looking for brands to recognize them as individuals, regardless of the kind of business or technology. Marketing isn’t about B2B or B2C, but H2H, or human to human.
As a marketer, your job is not to forget the human touch but to enforce it in business communications.
