If individual employees have more power to select products and technologies, then should we market to them the same way we market to consumers?
Consumerization of corporate buying decisions is leaving B2B marketers asking if and how to use B2C techniques in B2B sales. I like to break the question up into pieces, starting with messaging, then sales strategy, and finally marketing tactics.
What’s really different between messaging in B2B vs. B2C environments?
First, consider the similarities:
Everyone develops initial preference based on emotional response, whether they are making personal or business purchases. So you must appeal to the individual and their personal priorities in both settings.
In B2B, recognize that business people often have unstated personal interests and decide how your sales strategy is going to address these. To make this a repeatable sales practice, include an assessment of personal objectives for key stakeholders in your account planning process. (Assumes you have one, but that’s a whole other topic.)
Now the big difference:
While the consumer might or might not bother to rationalize their decision, the business buyer almost always MUST demonstrate tangible (not just perceived) value to the company. While you can rely exclusively on brand image and emotional response with consumers, you have to message to BOTH the emotional and rational considerations for business buyers.
If you’ve used B2C-style messaging for a B2B product, tell us how that worked.
More on this topic in our next post.