Let’s talk about real people
Editor’s note: Alex Nazarevich is VP of growth marketing at Unbounce, a software firm headquarter in Vancouver.
B2B marketing? It’s a myth. But before you roll your eyes, hear me out. If your decision to start marketing to “businesses” means boring buzzwords, generic landing pages and lackluster LinkedIn ads, you’re guaranteed to lose the one thing that matters most – your audience’s attention. Effective B2B marketing isn’t boring. If anything, it needs to be even more compelling and persuasive because you need to win over every single person in the buying committee.
The most effective way to kick-start purchasing behavior is to show each buyer that you understand their unique needs and offer the best solution to their pain points. Does this sound familiar? That’s because it sounds a lot like B2C marketing.
B2B is a label that’s kept revenue leaders from making genuine connections that drive real results. Worst case, revenue leaders are using it as an excuse to take shortcuts by focusing too literally on ideal customer profiles (ICP), overlooking those small-yet-crucial details that make our target audiences human.
If we don’t stop treating marketing like a faceless transaction, we won’t create the dynamic, personalized pathways to purchase that are essential for converting new customers.
Do you really know your audience?
HubSpot’s latest study found that most marketers don’t know their audience nearly as well as they should. In this study, only 31% of marketers surveyed understood the online communities their target audience hangs out in. Marketing to your target audience without understanding how they communicate online could lead to a major mismatch in how you speak to them – like serving carbs at a keto conference. Awkward!
To fix this, you need to dig deep. Work with teams who touch every aspect of the customer journey to create ICPs that genuinely represent your audience – not just who you wish they were. When you’re targeting larger or more complex businesses, you’re going to need to use tools like Wynter and A/B testing to continuously validate and update your ICP and personas to ensure you’re targeting the right people with messaging that resonates.
If you want to do B2B marketing right, knowing your ICP is that much more pressing because it forms the foundation for deeper personalization – like account-based marketing and clearly defined buyer committee roles. The goal is to get it right, not just get it done.
Making B2B marketing personal
B2B marketing has the unfortunate reputation of being stuck in a rut of bland visuals and jargon. It’s time to break out of the cookie-cutter mold and get personal. According to a recent report by McKinsey, companies that nail personalization pull in 40% more revenue than their competitors. Personalizing your marketing doesn’t just look cool. If your marketing isn’t personal, you’re leaving money on the table.
Just because something worked before doesn’t mean it always will, and just because it hasn’t worked in the past doesn’t mean it won’t work now. My team was forced to challenge our own assumptions when our research found that video on landing pages isn’t always a conversion booster, even though that had been the case for so many years. Be ready to rethink your strategies and test new ideas. Marketing is about evolving with consumer tastes, not just sticking to what’s familiar.
Prioritize simplicity and brevity over buzzwords
When marketers target marketing at “businesses,” they entirely miss the point. We’re not marketing to abstract entities; we’re selling to a diverse buying committee where each person brings their own goals, struggles and preferences. If you’re not engaging with your target audience on a personal level, you’re missing out on a huge opportunity.
Simplicity and brevity are the key to avoiding the enemies of conversion: confusion, distraction and lack of relevance. Using real, relatable visuals and straightforward language is often more attractive to your target audience than industry-specific jargon. According to our data, the best landing page copy is brief (registration required) – under 250 words and easy to read. Turn to consumer research to test your messaging to see what really resonates. Sometimes your audience simply wants to get to the information they need to make a decision, rather than wade through complex jargon.
Redefine B2B marketing, redefine your relationships
Effective B2B marketing isn’t a one-way street. It’s about engaging in a real conversation with your audience. Testing your positioning, value propositions and messaging helps you understand your audience on a deeper level. It’s about listening and adapting, not just broadcasting.
In the end, B2B marketing should be about building real relationships, not just closing deals. Focus on understanding the people behind the businesses, personalize your approach and watch your marketing efforts pay off.
If you’re feeling stifled by the old B2B playbook, throw it out and start researching and marketing like you mean it. Get personal, keep testing and remember – it’s all about making real connections with real people.