- Human to human marketing is creating
an authentic connection between your brand
and its customers.
It means evolving your brand from a transaction
to an empathetic relationship.
I've heard B2B marketers say this a million times.
They describe their customers with distance,
like saying, "procurement," or, "finance," or, "legal."
If you think of your customers in that way,
just as a distant generic department,
that only cares about price or rational product features
you won't connect with them.
You need to understand that these departments consist
of real people, just like you and me.
So, you need to connect with them in an honest way
to establish credibility, gain their trust
and, ultimately, their business.
Many people, mistakenly, believe
that a consumer's product choice
is driven more by brand than a business' product choice.
Let me show you something, here,
you can see that it's pretty much the opposite.
A business' product choice is driven more by brand.
How can you become a preferred B2B brand?
Here's how, be customer focused,
be genuine, be transparent.
If you make a mistake, let's say,
your product or service was faulty
don't deny it or try to cover it up.
You need to admit the mistake and resolve the issue.
Be a partner not just a vendor or a supplier.
Be true to your brand positioning,
to connect with customers emotionally.
Be a good listener, hear your customers' pain points
so you could provide relevant solutions to them.
Here's a terrific example, this is how 3M,
a company that invents a ton of products, from pet care
to medical devices, describes itself to B2B customers.
"3M is the innovation company that never stops inventing,
"because we're passionate about making progress happen.
"We keep our customers competitive
"by tapping into our collaborative culture
"to provide a never- ending evolution
"of ideas and technologies to solve
"the world's most critical problems."
Connect with your customers
on a human level to be a trusted partner.