Cross Pollinating: What B2B Marketers can Apply from the B2C Playbook
Picture this: you're scrolling through Instagram, and an interesting video catches your eye. It tells a compelling story, evokes emotions, and piques your curiosity. You can't help but feel connected to the brand behind it.
It's a prime example of the power of B2C marketing—the ability to engage, captivate, and build a loyal customer base.
But what if I told you that you, a B2B marketer, can use this same magic to wow your audience?
You read it right. B2B marketers can unlock extraordinary growth and win hearts using the same formulae as their B2C counterparts. So, we wrote this quick guide to share the secrets of B2C marketing that B2B marketers can replicate.
1. Know your audience to improve targeting
B2C marketers have a deeper deep understanding of their audience's needs and interests. They know their customers' personalities, preferences, and pain points. This allows them to create compelling product listings, ads, and social media content that entices buyers into purchasing.
B2B marketers can replicate this approach by going deeper and understanding key decision-makers personalities. By recognizing the person behind the company name, you can tailor your messaging authentically and build stronger relationships.
Remember to explore their world, empathize with their challenges, and create meaningful touchpoints.
You can build customer loyalty and unlock new growth opportunities. It’s always the person behind the logo who holds the key to your success.
2. Leverage the power of storytelling
If you've ever come across Coca-Cola's ads, you know how B2C marketers have mastered the art of storytelling to captivate their audience. Through compelling narratives, they engage, entertain, and educate their buyers—leaving a lasting impact.
B2B marketers can take a page from the B2C playbook and leverage the power of storytelling to:
- truly connect with their target audience
- showcase their products or services in a more meaningful way
Use the magic of customer marketing to make your customers the protagonist and your product their ultimate superpower to conquer the world. By weaving stories around their pain points and aspirations, you can show them you've walked in their shoes and understand their challenges.
Here's an excellent example of enticing storytelling by HubSpot. The video highlights user pain points in real-life scenarios to elaborate on the product's benefits.
It’s time to embrace storytelling magic. Craft narratives that resonate and inspire your buyers. These stories can enhance your brand image and personify your values.
3. Deliver delightful experiences
You’ll find dozens of B2C brands popular for their ability to create unforgettable experiences—Chipotle, Netflix, Sephora, the list is endless.
These brands go above and beyond to make customers feel special and valued, whether it's through personalized emails, birthday discounts, or surprise freebies.
B2B marketers can draw inspiration from this customer-centric approach and level up their own game by delivering seamless, intuitive, and unique experiences at every touchpoint. Make every interaction with your brand a "wow" moment.
Find innovative ways to delight your customers, remove barriers, and simplify their journey—through your website, product upgrades, customer service, and feedback loops. Prioritizing exceptional experiences allows you to forge deep connections, win customer loyalty, and differentiate your brand in a crowded market.
At Floik, we launched tailored templates for each target persona to give them a quick head start. By slashing the learning curve for new users with these ready-to-use resources, we empower customers to dive straight into business—saving time and effort.
4. Test, iterate, repeat
B2C growth marketers have mastered the art of testing and iterating their marketing strategies. They leverage data to make informed decisions and optimize campaigns. It's time for B2B marketers to follow this evidence-based approach and internalize the agile mindset.
Don’t wait for months to kickstart something new. Instead, adopt a fast-paced methodology that combines user feedback and testing data to launch campaigns at lightning speed.
Run A/B tests to swiftly assess what works and what doesn't, then refine your strategies for maximum impact.
Use data as your compass and replicate the agility of B2C growth marketers. Test, iterate, and optimize regularly to eliminate guesswork and run optimized campaigns efficiently.
5. Build knowledge-sharing communities
B2C brands have cracked the code of creating vibrant user groups and communities that nurture genuine collaboration among customers. What’s stopping B2B marketers from harnessing the power of communities too? Nothing.
Create a community for your target segments for customers (existing and potential) to come together, share their experiences, and learn from one another. It's a goldmine for building relationships and cultivating loyalty!
These communities become invaluable resources, providing a platform for members to ask questions, seek advice, and share feedback. You can also turn them into a hub for brainstorming ideas, troubleshooting problems, and even exploring new opportunities.
Take a look at the dbt user community, for instance.
Members exchange best practices, dive into trending topics, share insightful blogs, and troubleshoot challenges. People can connect with others in similar roles or industries and expand their professional networks.
By fostering these communities, B2B marketers can create an environment that goes beyond a transactional relationship. It becomes a platform for knowledge sharing, empowerment, and growth.
Customers feel heard, supported, and part of something bigger. And as a result, they develop a sense of loyalty and advocacy for your brand.
6. Humanize your brand
B2C brands are masters at tugging at our heartstrings and creating emotional connections that stick with us. But B2B marketers can do the same—the key is in humanizing your brand.
Incorporate emotional elements and recognizable faces into your marketing messages. Establish a strong, personal connection with your audience, building trust and encouraging loyalty.
And don’t sleep on the importance of relatability. Create content that resonates with your audience, keeping them engaged and wanting more.
Take a cue from Shopify's TikTok page, boasting a whopping 1.5 million likes. They've got it all: funny reels, helpful tips, and inspiring customer testimonials. It's the perfect blend of entertainment and authenticity, creating a meaningful bond with their audience.
Get ready to tap into the emotional side and connect on a whole new level. Show your audience that you understand their pain points, their aspirations, and their journey. Share stories that evoke joy, sadness, or nostalgia.
7. Embrace social media
We all know that B2C brands are absolute wizards when it comes to social media engagement. They dominate platforms like Twitter, Facebook, and Instagram, captivating their customers with delightful content and conversations.
But guess what? B2B marketers can also harness the incredible potential of social media to build a memorable brand, engage their customers, and showcase amazing products/services.
It's time to step up your social media game!
- Share industry news, trends, and insightful thought leadership content to become their go-to source for industry knowledge and watch your credibility soar
- Infuse your social media presence with a healthy dose of wit, charm, and personality to show the human side of your brand and let your audience see the faces behind the logo
- Share compelling success stories, case studies, and testimonials that showcase the real impact your products or services have had on your customers' businesses
Remember: social media is all about engagement. Be an active participant—respond to comments, engage in conversations, and create a sense of community.
Here’s a great example of social media marketing by Semrush. They respond to every comment on their LinkedIn posts and make users feel seen!
8. Make data your joystick
B2C marketers recognize the power of data-driven decision-making and use it to their advantage in every aspect—whether it’s running an email campaign or creating retargeting ads.
As a B2B marketer, adopting a data-driven approach will improve your decision-making process, ensuring you never have to shoot in the dark again.
Embrace a data-driven approach that empowers you to make informed choices at every turn. Leverage customer insights, market trends, product testing, and performance metrics to steer your marketing decisions.
Rely on these data points for:
- revealing the most effective strategies
- highlighting areas for improvement
- uncovering hidden opportunities
Embrace analytics tools, conduct A/B testing, and monitor key performance indicators to fine-tune your approach and maximize results.
Unleashing the B2C Magic: Transforming B2B Marketing for Unprecedented Success
It’s clear that there is a wealth of untapped potential for B2B marketers to learn from their B2C counterparts. Start now by investing your time in truly understanding the individuals within the companies you target.
Craft compelling stories that resonate on a personal level and create memorable experiences at every touchpoint. Embrace a data-driven approach to make informed decisions. Double down on knowledge sharing and collaboration to build communities.
Apply these practical insights to your marketing strategy and witness the transformative impact!