Why B2B Marketing Should Start Thinking Like B2C
Like everything else in the world, the B2B marketing space is significantly shifting. As digital natives enter the workforce and occupy a bigger chunk of the buying group, we are noticing immense alterations in the B2B purchase process. In fact, most of these changes have been dubbed 'the B2B consumerization'.
In other words, buyers are purchasing on behalf of their businesses, but doing so as if they are buying for themselves. That's why most marketing experts recommend that sellers and marketing professionals move away from the old and uninspired B2B marketing tactics. Instead, they should incorporate B2C fundamentals into their B2B marketing efforts to achieve broader outreach and more impactful results.
B2B Buyers Want Mobile-First and Digital-First Experiences
The digital natives are now the ones holding the spending power. A clear example of this is the gaming industry. While the older generations prefer playing board and card games like poker, the younger generations love multiplayer titles, online casino games, mobile gaming apps, and virtual reality platforms. An engaging online slot play session, complete with social connectivity, win potential, and easy controls, goes a long way in today’s gaming environment.
In the same way, modern-day B2B buyers exceedingly expect smooth digital-first and mobile-friendly experiences. After growing up distinctly digital, it goes without saying that their retail patterns are not like those of any other generation. In fact, they don't care for traditional marketing and care even less for the average salesperson. Instead, they want video, apps, mobile, social media, video, podcasts, Amazon, and other e-commerce platforms.
Largely, social media has contributed to this new digital-first, mobile-first approach. After all, such platforms have caused the blurring of lines between a personal and a professional shopper. Formal business messaging is being phased out as buyers increasingly look to user-generated content, reviews, and influencer recommendations from their social networks.
Instead, B2B buyers expect the same engaging, visually rich, and interactive experiences they receive in their personal lives. As a result, many B2B agencies are injecting more creativity and emotion into their business marketing models. After all, even business people are still individuals first.
What B2C Tactics and Tools Have Emerged in Modern-Day B2B Marketing?
The consumerization trend is new, but the B2C tactics and tools employed are nothing new. In fact, this new approach involves the same new and exciting resources from B2C marketing.
Artificial Intelligence
You've probably heard that approximately 88% of marketers use AI tools for their current jobs. But did you know that among the more common AI uses in marketing is video generation? AI video generators use the content already on your website to create all kinds of video content, which is pretty popular among both B2B and B2C buyers.
Highly Personalized Omnichannel Communications
Omnichannel communications are an ideal way to boost the brand experience. However, we are not talking about the standard approach of simply chatting up your customers through different channels. Even though they all work cohesively, B2C marketing trends have forced B2B buyers to expect higher personalization. That includes a degree of message customization to suit an audience of one.
Out-of-the-Box Creativity
The creativity lines between B2B and B2C marketing are nearly non-existent. In the past, B2B marketing involved formal and information-heavy content, while B2C focused on more visually appealing and emotionally inclined approaches. But now, B2B and B2C experts are embracing the power of storytelling and sharing relatable personal experiences.
Beware of Going to the Extreme
Employing the resources above can go a long way in getting your B2B marketing in front of the right audience. But if you want to make a sale, remember that even these younger B2B buyers still represent their company interests. So, no matter how engaging and relatable the B2B marketing approach is, white papers, research reports, and case studies are still important aspects of closing the deal. After all, these digital natives still need to sell your solution to the CFO and other key players to explain why it's the best option.