B2B and B2C marketing typically have distinct approaches due to their differences in target audiences, purchase processes, and decision-making dynamics. While most B2B clients might be more interested in cold hard facts, statistics, and case studies compared to your typical B2C audience, facilitating relationships through emotional connections will always play a crucial role in any form of marketing.

By simply adding a human element to your statistic-driven messaging you can balance your marketing approach, adding a level of relatability to your campaigns while bringing life to your analytical topics. Some of our favorite best practices when it comes to making human-to-human connections are:

Understand the Human Element:

• Recognize that, even in a professional B2B setting, decisions are made by individuals with emotions, needs, and preferences.
• Grasp the personal motivations and challenges of the key decision-makers.
• Set aside time for regular check-ins, which can help strengthen these connections.

Tell Compelling Stories:

• Incorporate storytelling into your communication–Share success stories, client testimonials, and case studies in a narrative format.
• Highlight challenges faced by clients and how your solutions made a positive impact.
• Develop content that resonates emotionally. This could include videos, blog posts, and social media content that evoke positive emotions or highlight the human side of your brand.
• Use visuals that appeal to emotions, such as images of satisfied clients or behind-the-scenes looks at your company culture.
• Incorporate emotional language in your communication. Use words that evoke positive emotions and resonate with the values of your clients.

Humanize Your Brand:

• Showcase the people behind the business. Feature employee stories, company culture, and community involvement to create a more relatable image.
• Share content that demonstrates your brand’s values and commitment to social responsibility.
• Foster personal connections with your clients. Assign dedicated account managers or client success managers who can build relationships and understand the client’s unique needs.
• Develop marketing campaigns that tap into shared values.

Focus on Benefits and Solutions:

• Clearly articulate how your offerings address their pain points and contribute to their success.
• Ask for feedback, actively listen to their concerns, and demonstrate that their satisfaction is a top priority.
• Provide outstanding customer service that goes beyond resolving issues promptly.
• Demonstrate empathy, understanding, and a commitment to the success of your clients.

Emphasize User Experience:

• Pay attention to the user experience of your product or service; Make it intuitive, easy to use, and focused on solving problems for your clients.
• Streamlining processes and minimizing complexities contribute to a positive emotional experience.
• Tailor your communication to the individual needs and preferences of your clients (i.e. emails, content, and offers that show you understand their unique challenges).

We at SMM fully understand the nuance of the B2B landscape and found that by infusing an emotional approach to your B2B marketing efforts, we can build more meaningful relationships with your clients, leading to increased loyalty, customer satisfaction, and long-term partnerships. Ready to discover MORE? Contact us today.