You’ve got to humanize your B2B marketing content

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

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

Envision Professional – eCommerce Logistics Consulting

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The marketing word of the moment is Phygital.

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

READ FULL STORY