Vice President of Brand Marketing & Communications at AvidXchange, one of the fastest growing technology companies in the U.S.
When was the last time you were inspired by a B2B marketing campaign? When have you looked at a piece of B2B creative and thought, “They really get me”? Chances are, not recently. On the other hand, you can probably easily remember a piece of creative from a consumer brand that just gave you the goose bumps or made you tear up.
Business-to-business (B2B) marketers are no less creative than consumer marketers, but I find that they often get lost in the data, bits and bytes of their offering and lose sight of the fact that while a company might be paying the bill for their products, there is ultimately a person behind the buying process. I call it the “B2B sea of sameness.”
You’ve seen it before — the same style of infographics, the same explainer videos. If you can remove a logo from a piece of creative and not tell that it belongs to a specific company, chances are you’re experiencing it.
Just like in their personal life, a B2B buyer is better influenced by standout creative that draws a line from their problems to the ability of your company to solve them.
How do you do this?
Here are three tips: Know your audience and behaviors. Differentiate yourself with an ownable brand story. And deliver a cohesive message across multiple channels.
Let’s dive deeper into the steps required.
Know your audience and their behaviors.
It’s crucial to learn about your customers’ problems and aspirations, and the role your business plays in them.
Is this buyer most worried about technology advances, cutting costs or reskilling their employees? Do they have an outdated process that slows them down