You’ve got to humanize your B2B marketing content

We all do it.  We sit down and try to add “What’s in it for me?” elements to our content and still end up with lists of services and features.

by John David “JD” Woods

Why is that?  The simple fact is that you cannot market to a person if you do not know who that person is and what makes them want to engage.

An effective B2B program resolves problems for buyers with words, images, and videos, and increasingly describes how our organizations affect the environment.  White papers and infographics aren’t personal enough anymore, we need to create drama, we need to place our hero (our prospect) in peril and demonstrate how our products or services allow them to save themselves.  We need to entertain long enough to capture our buyer’s attention.

“You’ve got to assign demographic identities to your potential buyers and build a PROSPECT EXPERIENCE for them.”

Along with that, we need to state a purpose.  Most B2B buyers aren’t 100% on board yet, but the numbers are shifting.  We will soon need to give our customers a purpose they can align with – think fair trade, organic-only ingredients, work/life balance, children’s health and safety…

This is simply “doing business” on the B2C side and that expectation is headed our way.

The challenge is, you can’t createquality content or express your purpose in a way that people want to align with if you are trying to engage a type of business.  A paint factorycan’t respond to value-charged experiences, but the people that work there can.  Therefore; to be effective, you’ve got to assign demographic identities to your buyers and build a prospect experience for them.  You need to write stories for them; you need to align your values with them.  Once you begin creating for a specific audience, for a human, you will find the feature lists deleting themselves, and see the important elements of your brand experience emerging.

This is just the first step.

Telling stories is nearly a thing of the past – we’re coming to the point where we will have the ability (and expectation) to give stories to our buyers, to provide the environment where they can co-create their own prospect experience.  If you want, you can read more about that here:  https://envisiondr.com/phygital/#.WsU5SH8h2po

 

John David

For more information on B2B Marketing and the B2B Buyer 2.5 please contact John David “JD” Woods VP, Digital and Business Strategy.
EMAIL: jdwoods@envisiondr.com

The self-educating 2.0 buyer has moved on.

Servicing Buyer 2.5 and beyond

Your organization’s online presence was once a checkmark in a box.  Your website and digital outreach established your credibility by simply existing.  Over time, you realized that your buyers wanted more than a digital billboard and email advertisements.  You began to publish educational content about your products and services and used that content capture the attention of online shoppers so you could transition them to your human sales or service team.  These teams added the value of human interaction to those transactions and hopefully converted the deal.

You adapted to B2B Buyer 2.0 – the self-educator.

The B2B buyer has now evolved past a desire for generic, product-based materials.The web is packed with white papers and tip sheets explaining why a certain type of product or service will best satisfy their needs.  They are overwhelmed – and they are bored.

It’s time to start humanizing your digital brand for B2B Buyer 2.5.

The current iteration of digital B2B buyer wants to be part of your story, to share your organization’s larger mission or impact.  They want to be engaged with personalized, value-charged content that justifies the investment of their time – to take a journey with you. They want a more human on-line experience. Using your exiting digital channels, you need to  personalize your content, create great stories that celebrate the human side of your business, and get those stories in front of potential buyers who will respond to them.

The Do List:

  • Align Marketing Efforts with Business Strategy – Change the perception of digital marketing from a necessary but opaque expense into a strategic activity with tools that help align and focus efforts and spend on the most pressing business needs.
  • Dig into Buyer Segmentation and Research – Work with your sales and operations teams to identify your current and ideal buyer-types and build out profiles for each that allow you to more granularly understand how to engage with them.
  • Generate Great Stories–Stop telling people about products and services. Include buyers in adventures that involve your organization, it’s products, and it’s services. We will help you write value-charged content that creates lasting memories for your potential buyers.
  • Refine Story Placement – One, know who your buyers are, and accurately place content where they can find and engage with it. Promote your stories on the digital channels where your buyers live.
  • Customize your Website Design and SEO – Your website will no longer be a static billboard or research library. It will become a human engagement engine. Design and serve custom experiences for your buyer types and, depending on the level of marketing automation integration, for individual buyers.  Your website will also support a deeper buyer journey allowing the user to go farther into the shopping/designing experience with options to customize and experiment.
  • Focus on Buyer Engagement  – Your marketing automation outreach will no longer be an extended ad or promotional campaign. It will serve content that reminds your audience that they are missing out on being part of your story. Promotions and reminders will make it easier for them to participate.
  • Learn and Adapt – In the end, the success of a marketing program comes
    down to meeting established goals. If those goals align with business objectives;for example,increasing participation from a segment more inclined to buy a specific service, then the program must be designed to capture and report those results. Our web analytics offering can be configured to do just that.


When you are done, you will be ready to engage B2B Buyer 2.5 – the self-service business buyer

What’s next is nearly here.

We think that the next evolution of digital marketing, enabled by the Internet of things, will be a turn back toward shared physical experiences and more human interactions – augmented by technology.  Marketers will no longer just tell great stories; they will invite the buyer into their physical world and co-create value-charged memories with them.

We are planning everyday to be a part of this next and exciting phase of buyer interaction, and hope you are, too.

 

John David

For more information on B2B Marketing and the B2B Buyer 2.5 please contact John David “JD” Woods VP, Digital and Business Strategy.
EMAIL: jdwoods@envisiondr.com

The marketing word of the moment is phygital.

Phygital is about blending the physical and the digital into the phygital.

by John David “JD” Woods

For more than a decade, we have watched buyers – indeed everyone, migrate from physical-first experiences toward digital-first experiences: from the mall to the eCommerce site, from the multiplex to Netflix and the couch.

Our reality; however, is that we are social beings, and we need physical places to go, physical experiences to share. To remain healthy we need to consume larger-than-screen experiences with friends and family.

Phygital describes a reverse migration from our current digital-first approach back toward physical experiences – digitally defined and enhanced physical experiences.

Think about your online profile preferences following you into a store, the “digital you” there by your side.

Think about that store lavishing you with layers of customized interactions (earn your favorite candy by solving puzzles/your reactions to an immersive adventure inform the favor profile of your perfect bottle of wine) all culminating on a roof garden where you can eat the fruit and candy from your custom basket and sip your perfect glass under a real moonrise.

The best marketing, right now, is about storytelling. As things get more phygital, it will be about story giving. Instead of describing value-charged moments to get your buyer’s attention, it will be about co-creating customized and value-charged moments that tie your customer to your brand with an emotional strength we can now only imagine.

Phygital is story giving.

Are you and your brand preparing to test the phygital waters?


John David

John David “JD” Woods
VP, Digital and Business Strategy
Contact:  
jdwoods@envisiondr.com

Envision Professional – eCommerce Logistics Consulting

Servicing Buyer 2.5 and beyond

The self-educating 2.0 buyer has moved on.

Your organization’s online presence was once a checkmark in a box.  Your website and digital outreach established your credibility by simply existing.  Over time, you realized that your buyers wanted more than a digital billboard and email advertisements.  You began to publish educational content about your products and services and used that content capture the attention of online shoppers so you could transition them to your human sales or service team.  These teams added the value of human interaction to those transactions and hopefully converted the deal.

You adapted to B2B Buyer 2.0 – the self-educator.

The B2B buyer has now evolved past a desire for generic, product-based materials. The web is packed with white papers and tip sheets explaining why a certain type of product or service will best satisfy their needs.  They are overwhelmed – and they are bored.

It’s time to start humanizing your digital brand for B2B Buyer 2.5.

The current iteration of digital B2B buyer wants to be part of your story, to share your organization’s larger mission or impact.  They want to be engaged with personalized, value-charged content that justifies the investment of their time – to take a journey with you. They want a more human on-line experience. Using your exiting digital channels, Envision’s B2B Marketing Services Group will help personalize your content, create great stories that celebrate the human side of your business, and get those stories in front of potential buyers who will respond to them.

B2B Marketing Tactics:

Align Marketing Efforts with Business Strategy – Change the perception of digital marketing from a necessary but opaque expense into a strategic activity with tools that help align and focus efforts and spend on the most pressing business needs.

Dig into Buyer Segmentation and Research – Work with your sales and operations teams to identify your current and ideal buyer-types and build out profiles for each that allow you to more granularly understand how to engage with them.

Generate Great Stories–Stop telling people about products and services. Include buyers in adventures that involve your organization, it’s products, and it’s services. Write value-charged content that creates lasting memories for your potential buyers.

Refine Story Placement – Know who your buyers are and place content where they can find and engage with it. Promote your stories on the digital channels where your buyers live.

Customize your Website Design and SEO – Your website should no longer be a static billboard or research library. Make it become a human engagement engine. Design and serve custom experiences for your buyer types and, depending on the level of marketing automation integration, for individual buyers.  Your website should also support a deeper buyer journey allowing the user to go farther into the shopping/designing experience with options to customize and experiment.

Focus on Buyer Engagement  – Your marketing automation outreach will no longer be an extended ad or promotional campaign. It will serve content that reminds your audience that they are missing out on being part of your story. Promotions and reminders will make it easier for them to participate.

Learn and Adapt – In the end, the success of a marketing program comes down to meeting established goals. If those goals align with business objectives;for example,increasing participation from a segment more inclined to buy a specific service, then the program must be designed to capture and report those results. Our web analytics offering can be configured to do just that.

When we’re done, you will be ready to engage B2B Buyer 2.5 – the self-service business buyer

What’s next is nearly here.

We think that the next evolution of digital marketing, enabled by the Internet of things, will be a turn back toward shared physical experiences and more human interactions – augmented by technology. Marketers will no longer just tell great stories; they will invite the buyer into their physical world and co-create value-charged memories with them.

We are planning everyday to be a part of this next and exciting phase of buyer interaction, and hope you are, too.

 

John David

For more information on Envision ProfessionalB2B Marketing Services and the B2B Buyer 2.5 please contact John David “JD” Woods VP, Digital and Business Strategy at jdwoods@envisiondr.com