While B2B is commonly described as one business selling to another, when it comes to marketing, you must remember that you are selling to PEOPLE – real live human beings, who just happen to work for a business.
The B2B purchase may be more rationale and well-planned out than the average B2C purchase, but in both cases you need to uncover the values your business shares with the customer, as this is the surest path to building a relationship that will transcend a single purchase and lead to loyalty and repeat business.
A recent CEB/Motista B2B Brand survey found that building brand advocacy requires connection on personal value, not just business value, what does this mean for marketers? B2B is becoming more like B2C, so you need to promote your values through all aspects of marketing:
Corporate Social Responsibility (CSR) programs
The goal is to make connections with people who can advocate for your brand; then advocacy leads to loyalty and ultimately increased sales along with repeat business.
So remember your B2B audience is the PEOPLE who work for a business, not the business itself. Treat them like human beings, not just a corporation.
Look for ways to share values and make connections beyond business and you should be rewarded with loyalty and, ultimately, profits.