If you’re a B2B marketer, there’s no doubt that you’ve had to sit through countless meetings, presentations and lesson modules that follow the same three-pronged strategy: 1. What’s the buyers’ problem, 2. How does my technology fix it? and 3. How can I prove that my product is the right fit?
But isn’t this the same roadmap that B2C marketers follow? Yes, each journey point might be a bit more straightforward; but does that mean we need to complicate things, just because we have a more intricate offering?
Despite the fact both marketing worlds are working off the same basic principles, there’s often an unspoken rule that creativity and fun should be saved for the B2C space. But why? Not all B2B marketing plans need to look the same. Uniformity is crushing and counterproductive. Here’s why:
- B2B tech buyers are frustrated with the status quo. This demographic lives in a world where resources are limited, expectations are high and business expectations are constantly evolving. So why would they be satisfied with a run-of-the-mill campaign that regurgitates the same information they’ve seen a thousand times over?
- B2B tech buyers are a tough group to pin down. They’ve learnt that evasion is a tactic that makes life easier. This means marketers need to compete with adblockers and overall advertising avoidance. You’ll need to work for their attention – and the only way to do this is through thumb-stomping creatives and a compelling story.
- B2B tech buyers are people too: The same principles apply – tech buyers don’t want to be sold to. They want you to approach them in a human and honest way. Get their attention through the story, rather than the intricate details of the product.
- B2B tech buyers are impressed by bravery: If they work in technology, it’s pretty much a given that they value innovation and bold business moves. They are looking for you to engage them in creative ways, to stand out from the crowd. The power of creativity like storytelling can be a real asset when you succumb to the fact that people buy stories as much as they buy products.
Creativity brings advantage to those who choose to wield it. If you need help to break the social boring, then get in touch!
