How to Make B2B Marketing More Human

March 26, 2020

Told from the perspective of an elderly man using Google Assistant to keep the memory of his deceased wife alive, Google’s “Loretta” commercial is hard to watch without tearing up.

It’s also effective.

According to Ad Meter, the LIV Super Bowl commercial was rated one of the most memorable ad spots of the evening.

In the B2B advertising world, companies must also try to evoke emotion in their marketing strategies, but this can be difficult when selling parts or services to other business buyers. 

To stand out on the various advertising channels — social media, retargeting, email and more — Radar Director of Marketing Ryan Narod said, “Keep it simple.” 

Beyond simplicity, creating personal relationships and caring deeply about customers’ problems (and then positioning your company as the solution) are positive ways to garner business, Narod added. 

“Cut through the noise by creating an integrated strategy built with personalized, thoughtful messaging for your target prospects: not only will they remember your name, but they’ll also remember how your message made them feel, and there’s nothing more human than that,” Carly Dell, a director at Aircall, said.

 

Carly Dell
Director of Demand Generation

Dell said it’s all about personalization when it comes to prospecting. According to her, events are a great way to add value to both your company and customers. In-person events are optimal, but virtual events with networking opportunities make a great option as well, she said. The goal is forming relationships between people, not funnels between “businesses” and “prospect leads.”

 

What advice do you have for other B2B marketers looking to inject more humanity into their campaigns?

Get personal. More than ever, B2B prospects are being inundated with ads and outbound outreach. With email, social media, retargeting, events and more, it’s hard to go anywhere without being marketed to — so much so that many prospects are becoming numb to traditional acquisition channels. 

Cut through the noise by creating an integrated strategy built with personalized, thoughtful messaging for your target prospects: not only will they remember your name, but they’ll remember how your message made them feel, and there’s nothing more human than that. 

One of the best ways to humanize your brand is through events.”

 

What are some creative or unique ways your team makes your marketing efforts more human? 

One of the best ways to humanize your brand is through events. I’d recommend sending personalized invitations to your prospects letting them know why you think a particular event will be of value to them. Ideally, this would be an invitation to an in-person event but when those aren’t possible, a virtual event with a networking component is a great alternative. When they attend, focus your conversation on getting to know them as a human, not as a “lead.” You’ll build stronger trust and rapport, and even learn valuable information you can use in future messaging. Post-event, send a handwritten note thanking them for taking the time to attend. Bonus points for including some stickers or creative swag.

 

Ryan Narod
Director of Marketing

Narod doesn’t think in terms of B2C or B2B; for him, marketing is all about I2I: individual-to-individual. At location data infrastructure company Radar, he said the key to successful marketing is simple relationship-building. That’s why one of the company’s core values is “keep it simple.” 

 

What advice do you have for other B2B marketers looking to inject more humanity into their campaigns?

 At the end of the day, you’re talking to other people. The easiest way to do that is to write as if you’re actually talking to someone, keeping in mind what motivates them.

Businesses care about increasing revenue, lowering costs and optimal employee productivity. People care about accomplishing their goals, getting promoted, being recognized by their peers, making an impact and learning something new.

Ignore B2B or B2C and think about it as I2I: individual-to-individual.

Everything is presented through the lens of what we can do for you.”

 

What are some creative or unique ways your team makes your marketing efforts more human?

One of our core values is “keep it simple.” This is reflected internally in how we present to each other and how we communicate externally. You won't see superfluous copy on our site.

Everything is presented through the lens of what we can do for you. It’s simple relationship-building. No one likes that person at the happy hour that won’t stop talking about themselves. 

This philosophy rings true across all touch points. For our target prospects, we generate bespoke digital experiences talking about how we can solve their individual pain points. And even offline, you won’t find us peddling heavily branded swag. Instead, we invest in giving people things they actually want. One of our mantras is to market to others the way you’d want to be marketed to.

 

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