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By Charu Gupta
Marketing is a process that involves both creativity and empathy. Let’s use empathy as the operative word and then explore how B2B differs from B2C. Or is it at all different? The fundamentals of marketing apply whether you’re selling to businesses or consumers. After all, you are selling to a human, no matter the industry. Here’s where empathy comes in.
B2B marketing is notoriously known to be mundane and tedious. So, if you’re wondering whether B2B marketing can be enjoyable, hopefully, this article will change your mind.
Here are a few things you can focus on to make your marketing campaigns anything but boring.
Focus on feelings, not just numbers.
As a business, getting caught up in product specifications is easy. But let’s not forget that users are humans, and humans have feelings. When coming up with ideas, one must take a step back, identify relevant insights, and market around the emotions such insights may elicit. Consider how users will feel after consuming your content. Humour, quirkiness, delight, suspense, or frustration are all possibilities.
Here’s an example of how a leading B2B SaaS company focused on the problem of emails getting lost in long threads of CCs or BCC’s, leading to a lot of frustration. So, the company designed its marketing campaign with a humorous spin by involving a detective. Additionally, the company created 8 short lead-gen videos by focusing on specific problems and how it solves them while maintaining the overall theme.
Focus on your superpower.
What’s a superpower, you ask? Your superpower is your in-house talent. You’re surrounded by employees who have a diverse array of capabilities and interests. So, why not find that talent and turn that into your marketing superpower?
For example, this leading B2B SaaS company brought its in-house talent together to create music with lyrics about the company. This was a unique and refreshing spin on B2B marketing. When you have fun creating a…
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