Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Why Business-to-Business Marketing
is Transforming to
People-to-People Marketing

Business-to-Business Marketing
The act of selling to “accounts”
Mass
communica+on
model.
Companies
controlled
+me
and
place
for
communica+ons.
There
were
no
avenues
for
customers
to
talk
back.
1958 Man in the Chair ad, McGraw-Hill Publications

Times
have
changed.
Now
we
live
in
the
“always-‐on”
age.
This
is
a'ributed
to
the
following:
• Explosion
of
media
channels
• Reduced
technology
costs
• Cultural
shiDs
in
customer
behavior
• Rise
of
social
media
plaEorms
• Digital
disrup+on
of
tradi+onal
media
channels

These
changes
have
influenced
Business-‐
to-‐Business
Marke+ng.
Business-‐to-‐Business
is
transforming
to
People-‐to-‐
People
marke+ng
(P-‐to-‐P).
P-‐to-‐P
is
personalized;
its
focus
is
one-‐to-‐one
communica+on
resul+ng
in
preference
and
emo+onal
connec+on
with
the
brand.

Transforma+on
of
the
B-‐to-‐B
Marke+ng
Landscape
Cultural
changes,
combined
with
smaller,
lighter,
faster
mobile
digital
technology
is
changing
the
way
we
communicate
with
each
other
and
with
society
as
a
whole.
Now,
the
customer
has
numerous
channels
available
to
praise
or
trash
the
brand,
based
on
their
brand
experience.
For
over
seven
decades,
B-‐to-‐B
marketers
have
relied
on
the
disrup>on
communica>on
model:
• One-‐way
communica+on
-‐
company
speaking
to
many
customers
• Tradi+onal
media
placement
-‐
rent
space
for
ad
placement
• Content
created
by
the
publica+ons
• Limited
media
channels
–
broadcast,
print,
promo+on

Welcome
to
the
P-‐to-‐P
Marke+ng
Landscape
People-‐to-‐People
communica>on
model:
• Permission
based
–
Opt
in,
Opt
out
• Selec+on
of
media
channels
–
owned,
earned,
bought
• Respect
for
customers’
intellect
and
+me
• Integrate
with
tradi+onal
proven
marke+ng
channels
• Analy+cs
tracking
for
reaching
Key
Performance
Indicators
(KPI)
that
influence
ROI

Implemen+on
of
Marke+ng
marke+ng
makes
an
emo+onal
connec+on
with
the
customer.
Ini+al
purchasing
decisions
are
made
on
emo+on
and
jus+fied
with
ra+onal
review
of
feature/func+on
aZributes
and
benefits.
Once
the
strategy
is
in
place
and
key
messages
are
developed,
then
tac+cal
execu+on
can
commence.

Implemen+on
of
Marke+ng
There
are
numerous
factors
that
influence
the
strategy
and
tac>cal
execu>on,
including:
• Size
of
the
customer
base
• Value
of
the
product
offering
• Length
of
+me
to
complete
sales
cycle
• Regula+ons
or
specifica+ons
governing
product
use
• Compe+tors’
product
and
brand
posi+oning
• Exper+se
of
internal
resources
available
to
support
digital
marke+ng
efforts
• Product/Service
offering
compa+bility
with
digital
outbound
marke+ng
channels

L evels
of
Digital
Integra+on
Almost
all
marketers
employ
some
form
of
digital
marke+ng.
This
can
take
the
form
of
websites,
email
plaEorms,
ac+vity
on
social
networks,
and
full-‐blown
Marke+ng
Automa+on
PlaEorms.
The
level
and
sophis>ca>on
of
digital
marke>ng
is
incumbent
on
the
following:
• Target
audience
size
and
loca+on
• Cost
of
product/service
offering
• Audience’s
accessibility
to
the
internet
• Audience’s
response
rate
to
digital
marke+ng
• Management’s
commitment
to
implementa+on
of
ongoing
support

M
edia
consump+on
habits
have
changed.
Audiences
control
+me
and
place
of
interac+on.
Marketers
are
in
the
Age
of
Personaliza>on
Personaliza+on
means
gaining
insight
into
the
customer’s
needs,
wants,
and
desires.
To
connect
with
cons+tuents,
brands
must
establish
a
trust
level
before
dialogue
can
take
place.

P Personaliza>on
can
be
accomplished
via:
ersonaliza+on
Starts
With
Listening
• Listening
to
and
gathering
customer
sen+ment
on
social
plaEorms
and
business
networks
• Understanding
customers’
website
browsing
habits
• Paying
aZen+on
to
customer
reviews
of
product
purchases
• Asking
permission
to
engage
through
landing
pages
• Gathering
feedback
from
user
experiences
throughout
the
purchasing
journey

L
istening
leads
to
insight.
Insight
helps
create
relevant
content.
Relevant
content
enlightens
and
informs.
Relevant
content
is
what
viewers
find
authen+c
and
valuable,
and
it
presents
a
solu+on
to
the
viewer’s
problem.
It
can
take
many
forms,
including
how-‐to
guides,
coupons
for
discounts,
white
papers,
blogs,
buying
guides.
Properly
executed
content
helps
the
viewer
make
an
informed
purchasing
decision,
resul+ng
in
brand
preference.

P
eople-‐to-‐People
Marke+ng
and
Brand
Storytelling
History
has
proven
that
audiences
connect
with
and
remember
stories.
People-‐to-‐people
marke+ng
engages
customers
on
many
different
levels
with
the
brand
story
using
different
channels
to
connect
with
the
user.
Content
channels
are
like
the
facets
of
a
diamond.
The
many
angles
that
reflect
the
light
of
the
brand
all
come
together
to
tell
the
complete
story.

Your
brand
story
must
accomplish
four
objec+ves:
• Engage
the
reader
with
valuable
content
• Connect
with
the
reader
on
an
emo+onal
level
• Educate
the
reader
on
the
brand’s
commitment
to
“doing
the
right
thing”
• Influence
the
reader
to
take
ac+on

Crea+ng
the
Brand
Story
The
brand
story
does
not
have
to
be
long
or
complicated.
In
fact,
it
can
be
boiled
down
to
the
following:
• Can
you
tell
the
customer
what
the
brand
stands
for
in
a
single
sentence?
• Does
the
story
define
an
ambi+on
beyond
company
profits?
• Does
everyone
in
the
company
understand
the
story
and
how
it
relates
to
their
par+cular
func+on?
• Can
the
story
mo+vate
and
drive
ac+on?
• Are
the
ac+ons
transforma+ve?
• Are
people
outside
of
the
company
par+cipa+ng
in
the
story?

The
Brand
Story
is
the
promise,
the
vision
of
something
beZer,
and
is
communicated
through
persuasive
content:
Apple:
Transforma>ve
Technology

The
Brand
Story
is
the
promise,
the
vision
of
something
beZer,
and
is
communicated
through
persuasive
content:
General
Electric:
Engineering
that
Changes
Lives

The
Brand
Story
is
the
promise,
the
vision
of
something
beZer,
and
is
communicated
through
persuasive
content:
Tesla
–
Automobiles
that
Contribute
to
a
Cleaner
Environment

P eople-‐to-‐People
Marke+ng
“
I
viewed
your
profile
on
LinkedIn.
I
found
your
company
through
a
web
search.
I
read
the
online
review.
I
value
your
industry
insight.
I
like
your
accessibility.
I
like
your
community
involvement.
I
follow
your
twiZer
stream.
I
looked
at
your
Pinterest
boards.
I
like
your
Facebook
page.
I
clicked
on
your
banner
ad.
I
downloaded
your
E-‐book.
I
filled
out
your
landing
page
form.
I
read
your
news
release.
I
received
your
email.
I
shared
a
link
to
your
product
video.”
Moral:
Sales
Start
with
Informed
Customers

Ready
to
transform
your
marke+ng?
Contact:
Bailey
Burk
T
>>
214.953.0494
E
>>
bailey.burk@wambam.com
W
>>
www.wambam.com
©
Burk
Adver+sing
&
Marke+ng
12850
Hillcrest
Rd.
Suite
F-‐210
Dallas,
Texas
75230

Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Similar to Why Business-to-Business Marketing is Transforming to People-to-People Marketing

Similar to Why Business-to-Business Marketing is Transforming to People-to-People Marketing (20)

Recently uploaded

Recently uploaded (20)

Why Business-to-Business Marketing is Transforming to People-to-People Marketing