How to steal b2b hearts

Now is the time to steal your customers hearts.In a world of increasingly effective ways to target, a little lovin’ will go a long long way.

Everywherebrand 2014

A recent study found that

61.7% 28.9% Everywherebrand 2014

of brands’ social media strategies are focused on customer acquisition, while only;

are focused on ‘social customer care’.

The machine of ruthless ‘Programmatic advertising’* is growing.

American Express have shifted

100% of their digital advertising spend to it.Everywherebrand 2014 *programmatic marketing campaigns are automatically triggered by any type of event and deployed according to

a set of rules applied by software and algorithms.

We’re in danger of seeing B2B buyers as just data…


...but in the meantime, their spidey sense is growing.


B2B buyers are crying out for a bit of recognition of them as people, not prospects.Everywherebrand 2014

They’re not going to be fooled by this...


C A R Y G R A N T S TA R S I N A B2B B L O C K B U S T E R T HAT W I L L HAV E B U Y E R S O N T H E E D G E O F T H E I R S E AT S

REALLY? THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B?

REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM

“ N O T A N O T H E R P I E C E O F D E M A N D G E N . . .

( P L E A S E ! ) ”

( T H E N B I N N E D I T ) ”

ANOTHER B2B BUYER

“ I C L I C K E D T H E W H O L E W A Y T H R O U G H . . .

A B2B BUYER

(WITH A BIT OF IN

TERACT IVITY)

(WITH A BIT OF IN

TERACT IVITY)


or this...


Steve McQueen stars in

MARKETINGAUTOMATION

EMAILSRAW EMOTION?

REAL HUMAN ATTRACTION?YOU WON’T FIND ANY OF IT IN HERE

THE ROBOTS HAVE TAKEN OVER MARKETING.THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B?



Steve McQueen stars in

MARKETINGAUTOMATION

EMAILSRAW EMOTION?

REAL HUMAN ATTRACTION?YOU WON’T FIND ANY OF IT IN HERE



or this...




JAMES DEAN STARS IN

FEATURING

100% AQUISITION

0% CUSTOMER CARE


After years of focus on the hard numbers, It’s time for brands to put a bit of work into their softer side.


Get emotional.


Get emotional.About product, about purpose but more specifically about people.Everywherebrand 2014


Get emotional.About the personal value of buyers.

What is personal value?Benefits to meprofessionally

Benefits to me socially

Benefits to me emotionally,and

Benefits to me and my self-image

Personal value consists of:


We’re not advocating a complete flip, just a re-balancing.


To get the balance right, as Martin Sorrell says, marketing needs a combination of:

Math men

Mad men&


And as Wally Ollins says, brands need a combination of:

(bringing in the big guns to support the argument)

IQ EQ&Everywherebrand 2014

Why?


of buyers who see personal value will purchase a product.

71%

Why?



They say a focus on personal value as 2x as much impact as business value.

71% x2

Why?




and if they see personal value, 68% will pay a higher price

71% x2 68%

Why?




and if they see personal value, 68% will pay a higher price

71% x2 68%

‘nuff said


You rock Now use this to do some great work & get awards

And feel the B2B love

(that’s a self image benefit) (that’s professional and social benefit) (that’s pretty emotional)

For help/advice/a nice chat get in contact with [email protected]


Marketing

How to steal b2b hearts