Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Business-to-Business Marketing

1958 Man in the Chair ad, McGraw-Hill Publications

Mass communica+on model.

Companies controlled +me and place for communica+ons.

There were no avenues for customers to talk back.

The act of selling to “accounts”

T imes have changed. Now we live in the “always-‐on” age.

•  Explosion of media channels •  Reduced technology costs •  Cultural shiDs in customer behavior •  Rise of social media plaEorms •  Digital disrup+on of tradi+onal media

channels

This is a'ributed to the following:

These changes have influenced Business-‐to-‐Business Marke+ng.

Business-‐to-‐Business is transforming to People-‐to-‐

People marke+ng (P-‐to-‐P). P-‐to-‐P is personalized; its

focus is one-‐to-‐one communica+on resul+ng in

preference and emo+onal connec+on with the brand.

T ransforma+on of the B-‐to-‐B Marke+ng Landscape

Cultural changes, combined with smaller, lighter, faster mobile digital technology is changing the way we communicate with each other and with society as a whole. Now, the customer has numerous channels available to praise or trash the brand, based on their brand experience. For over seven decades, B-‐to-‐B marketers have relied on the disrup>on communica>on model: •  One-‐way communica+on -‐ company speaking to many customers •  Tradi+onal media placement -‐ rent space for ad placement •  Content created by the publica+ons •  Limited media channels – broadcast, print, promo+on

Welcome to the P-‐to-‐P Marke+ng Landscape

People-‐to-‐People communica>on model: •  Permission based – Opt in, Opt out •  Selec+on of media channels – owned, earned, bought •  Respect for customers’ intellect and +me •  Integrate with tradi+onal proven marke+ng channels •  Analy+cs tracking for reaching Key Performance Indicators

(KPI) that influence ROI

Implemen+on of People-‐to-‐People Marke+ng

People-‐to-‐People marke+ng makes an emo+onal connec+on with the

customer. Ini+al purchasing decisions are made on emo+on and

jus+fied with ra+onal review of feature/func+on aZributes and

benefits. Once the strategy is in place and key messages are developed,

then tac+cal execu+on can commence.

Implemen+on of People-‐to-‐People Marke+ng

There are numerous factors that influence the strategy and tac>cal execu>on, including: •  Size of the customer base •  Value of the product offering •  Length of +me to complete sales cycle •  Regula+ons or specifica+ons governing product use •  Compe+tors’ product and brand posi+oning •  Exper+se of internal resources available to support digital marke+ng efforts

•  Product/Service offering compa+bility with digital outbound marke+ng channels

L Almost all marketers employ some form of digital marke+ng. This can take the form of websites, email plaEorms, ac+vity on social networks, and full-‐blown Marke+ng Automa+on PlaEorms. The level and sophis>ca>on of digital marke>ng is incumbent on the following: •  Target audience size and loca+on •  Cost of product/service offering •  Audience’s accessibility to the internet •  Audience’s response rate to digital marke+ng •  Management’s commitment to implementa+on of ongoing

support

evels of Digital Integra+on

MPersonaliza+on means gaining insight into the customer’s needs, wants, and desires. To connect with cons+tuents, brands must establish a trust level before dialogue can take place.

edia consump+on habits have changed. Audiences control +me and place of interac+on.

Marketers are in the Age of Personaliza>on

P Personaliza>on can be accomplished via:

•  Listening to and gathering customer sen+ment on social

plaEorms and business networks

•  Understanding customers’ website browsing habits

•  Paying aZen+on to customer reviews of product purchases

•  Asking permission to engage through landing pages

•  Gathering feedback from user experiences throughout the

purchasing journey

ersonaliza+on Starts With Listening

L Relevant content enlightens and informs. Relevant content is

what viewers find authen+c and valuable, and it presents a

solu+on to the viewer’s problem. It can take many forms,

including how-‐to guides, coupons for discounts, white papers,

blogs, buying guides. Properly executed content helps the

viewer make an informed purchasing decision, resul+ng in

brand preference.

istening leads to insight. Insight helps create relevant content.

P People-‐to-‐people marke+ng engages customers on many different levels with the brand story using different channels to connect with the user.

eople-‐to-‐People Marke+ng and Brand Storytelling

History has proven that audiences connect with and remember stories.

Content channels are like the facets of a diamond. The many angles that reflect the light of the brand all come together to tell the complete story.

Your brand story must accomplish four objec+ves:

•  Engage the reader with valuable content

•  Connect with the reader on an emo+onal

level

•  Educate the reader on the brand’s

commitment to “doing the right thing”

•  Influence the reader to take ac+on

Crea+ng the Brand Story

The brand story does not have to be long or complicated. In fact, it can be boiled down to the following:

•  Can you tell the customer what the brand stands for in a single sentence?

•  Does the story define an ambi+on beyond company profits?

•  Does everyone in the company understand the story and how it relates to their par+cular func+on?

•  Can the story mo+vate and drive ac+on? •  Are the ac+ons transforma+ve? •  Are people outside of the company

par+cipa+ng in the story?

The Brand Story is the promise, the vision of something beZer, and is communicated through persuasive content:

Apple: Transforma>ve Technology


General Electric: Engineering that Changes Lives


Tesla – Automobiles that Contribute to a Cleaner Environment

P eople-‐to-‐People Marke+ng

“ I viewed your profile on LinkedIn. I found your company through a web search. I read the online review. I value your industry insight. I like your accessibility. I like your community involvement. I follow your twiZer stream. I looked at your Pinterest boards. I like your Facebook page. I clicked on your banner ad. I downloaded your E-‐book. I filled out your landing page form. I read your news release. I received your email. I shared a link to your product video.”

Moral: Sales Start with Informed Customers

Ready to transform your marke+ng?

Contact: Bailey Burk T >> 214.953.0494 E >> [email protected] W >> www.wambam.com

© Burk Adver+sing & Marke+ng 12850 Hillcrest Rd. Suite F-‐210 Dallas, Texas 75230