Forget B2B. Marketing Needs Human2Human


When marketing to potential leads, longtime customers, investors, or industry partners, the persuasiveness of language, organization of data points, and the value of your product is essential to encourage understanding and drive sales.

However, more and more businesses are taking a “Human to Human” approach, creating meaningful connections, and leaning into new practices that humanize buying experiences.

Even before the pandemic, the outbreak of war in Europe, and the current economic uncertainty, buyers wanted more than just data points, features, and benefits – today, buyers want compassion.

Take a look at these three key capabilities your company must have to connect with potential and current clients in 2022:

1. Understand your ideal customer

Knowing what your product can do and what pain points it solves is table stakes – to truly resonate with customers and prospects, you need to understand who they are, their challenges, and what your product helps them achieve.

Conduct a market research project where you and your team deeply immerse yourselves in understanding the characteristics of your “ideal customer.” Build a persona by conducting interviews with current and past customers, listening in on sales calls, reviewing past engagement and product reviews, and developing deep knowledge of your market competitors.

From there, the marketing team can create a strategic and thorough messaging plan that targets the true pains, challenges, and needs of your ideal customer, which should accelerate the buying process.

2. Create an organic customer experience

Buyers want to work with brands they trust, that show care, and that follow through on service. A customer experience needs to consist of more than mere sales meeting requests and new feature updates. Providing meaningful information, valuable resources, and thought leadership shows current customers and ideal clients that your organization is connected, cares about the industry, and is dedicated to the betterment of their clients.

3. Turn insights into action

Customer market research is no “one-and-done” effort. Revising assumptions based on new data is essential to staying current and ensuring that your messaging evolves with your clients’ needs. Taking feedback, turning it into action, and communicating changes effectively can be tough, but it’s worth it to get it right!

Implement change from the inside-out

Incorporating H2H tactics is different from implementing a new CRM technology or releasing a new product feature. It’s shifting the mindset and culture of how your team does business. Here are a few pointers to help you and your team get started:

  • Gain a clear understanding of your customers’ goals, their company mission, and their challenges during the exploration process so you know their needs better than they do.
  • In every customer meeting, take the time to get to know the client, ask them questions to grow your knowledge, and actively listen to them. Show that you are interested in who they are as a person (and in their organization), not just in making a sale.
  • Train your team in this new approach to business. Host development meetings, provide messaging documents, and most importantly, lead by example.

It’s easy to focus on the business aspect of B2B, but in the end, it’s a human who makes the final decision.

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