Here at Y&R Austin, we view and produce a lot of B2B marketing. In our experience, there seems to be a common misperception that B2B marketing has to be rational and factual, and that if it’s entertaining, engaging or emotionally appealing, it will fail to hit the mark.
However, B2B buyers are, first and foremost, people — people who want to be entertained, engaged and made to feel that marketers truly get them. In an increasingly commodified world, the ability to connect with your audience depends less on the product itself and more on whether or not they believe they are understood. Here are some simple tips to help your B2B marketing resonate with the people who make the buying decisions:
Penske Truck Leasing recently brought a little levity to B2B pain points by offering a solution with a humorous, digitally focused ad campaign.
MAKE IT VISUALLY COMPELLING
AT&T Introduced beautifully shot videos for its “Strong Can” campaign showing actual customers — like the founder and director of the Marine Animal Rescue Society — using AT&T’s 4G LTE network to run their businesses and achieve their goals.
MAKE THE COMPLEX SIMPLE
When Windows XP was reaching its end of life, Dell wanted their customers to realize that as they migrated operating systems, they should also migrate their entire PC. The trick was finding a way to deliver that message in a way that would lessen the hassle. We did it by creating an award-winning, animated infographic that was both engaging and a call to action.
PUT A HUMAN FACE ON IT
It’s easy to forget that there are people behind a business logo, but a logo doesn’t buy products — people do. There’s no better way to get a decision maker to connect with your company than to introduce them to someone they may recognize from their community or industry, like Hannon Hydraulics craftsman Freddie Coleman.
Which B2B ads or campaigns have caught your eye recently? As you approach your next B2B effort, think about how these simple concepts can help you engage and resonate with the people you are trying to reach.