Matt Levitt
In the realm of marketing, B2B and B2C strategies often appear worlds apart; after all, you don’t market a software product the same way you market jewelry.
As someone focused on B2B marketing, with experience working with consumer brands, I’ve discovered that B2B marketers stand to gain more insights from their consumer counterparts than they might initially realize. Ultimately, whether it’s enterprise software or everyday products, those making the purchasing decision are still consumers. Companies are increasingly demonstrating that you don’t need to delve into technical intricacies to effectively engage with business audiences.
Here are four helpful principles B2B marketers can learn from B2C:
1 – Market to People, Not Just Businesses
There is a lot to learn from consumer brands that excel at communicating effectively with their audience. Often, marketing assets are not about the product itself but rather the emotion or benefits it can provide.
B2B marketers can take note — not everything has to be down to business. Take HubSpot, for instance. Initially targeting smaller businesses uninterested in or unable to handle the complexities of more advanced alternatives, HubSpot didn’t push the merits of marketing automation and CRM. Instead, they consistently provided valuable content addressing various business and marketing subjects, addressing the real needs of their audience.
This technique mirrors the strategy of makeup brands offering tutorials on platforms like YouTube, Instagram, or TikTok. Viewers seek education, and through this process, they discover and trust brands that offer solutions to their problems.
2 – Lose the Lingo
Business services and technology offerings can be a challenge to communicate, especially concisely. It requires skillful wording and sometimes an outsider’s perspective to strip away industry jargon and deliver a clear message. Even among knowledgeable audiences, content overloaded with unexplained acronyms or industry terms risk alienating rather than engaging.
3 – Expand Beyond Traditional B2B Channels
LinkedIn and Google aren’t the only way to reach your audience. If you ensure the right targeting, any channel can be a B2B channel including Instagram, TikTok and press. Since not every B2B company is leveraging these channels, it also offers an opportunity to stand out from the crowd.
If your website already has strong traffic, you can even use these advertising channels only to retarget people that have already been to your site and found you through more traditional B2B channels. A good example of a B2B company using traditionally consumer marketing channels is collaborative work management software firm Monday.com.
On Meta, Monday.com uses a strong mix of content that looks native to Facebook and Instagram, like UGC-style video, in conjunction with more typical B2B ads showcasing the product’s UI and various infographics. Monday.com understands that their audience spends time on Meta and is adjusting their strategy to meet them where they already are.
4 – Don’t Put Your Website on the Backburner
Your website’s impact is substantial; neglecting issues such as slow site speed can hinder users from discovering your offerings effectively. Invest in a website that will impress, regardless of whether your traffic rivals that of direct-to-consumer brands.
By embracing these principles gleaned from consumer marketing, B2B marketers can elevate their strategies and forge deeper connections with their audience. This will ultimately drive success in an increasingly competitive landscape.
About the author:
Matt Levitt is director of strategy at 829 Studios, a B2B and B2C marketing agency.
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