From Promotion to Emotion. Here’s what you need to know:
-- >86% of B2B buyers think that we are all selling basically the same stuff. Yep. That’s right. You’ve been commoditized.
-- >Brands that can connect with their buyers on an emotional level will see 2 times more impact than B2B Marketers who are still trying to sell business or functional value.
How To Make B2B Marketing Personal
According to the Corporate Executive Board, the best actions B2B marketers can take to make B2B Marketing personal:
-- >Understand customer personal goals and emotions. B2B Marketers need to use open observation of customers to spot non-verbal or contextual cues that reveal underlying emotions.
-- >Craft brand messages that convey personal value by using your customers’ natural language not your internal jargon. Keyword research is still a big part of the process to make sure you are seeing what terms will resonate with the larger market.
-- >Drive action by reminding buyers that their current pains are worse than the pain of change.
-- >Teach customers something new about their business needs then lead them to your differentiators.
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Via marketingIO, Jean-Michel Franco