Beyond the boardroom: B2B marketing’s evolution towards humanised, engaging strategies in 2023 – Brand Wagon News

By Swati Nathani

I recently read an article on how there is no such thing as a B2B consumer anymore – probably a slightly exaggerated observation, but in practicality, not far from reality. B2B consumers are essentially people like you and me. An agency looking for a SaaS vendor, a media house looking for a backend developer, or a founder looking for a marketing agency. We scroll through the same memes, consume the same trending videos, and go for the same movies as the B2C consumers. So, truly how different B2B marketing is?

The biggest difference between B2B and B2C marketing is expertise.

In B2B marketing we’re addressing individuals who know their industry and domain in and out. But, that doesn’t mean the communication needs to be serious or the formats limited.

Take Hootsuite’s Owly for instance – one of the cutest B2B brand ambassadors seen by the industry. Hootsuite’s LinkedIn page is dotted with memes and short-videos. Most of their copies are relatable to social media managers (their core TG, the people who largely use Hootsuite) relating to their plight and offering a virtual beer when they need it.

Even their informational and educational content is bright, making it easy to consume, understand and retain.

B2B marketing has gone through all the motions of evolution and now reached a phase where it is more human and fun. And if you ask me, 2023 has truly been the year for B2B marketing – one of the biggest markers of this trend being the steep rise in demand for LinkedIn marketing agencies & LinkedIn writers.

There are a couple of other B2B marketing trends that truly shaped 2023:

Rise and rise of LinkedIn

Like I mentioned above, LinkedIn has come into its own in the last couple of years and more so in 2023. From professionals to brands – the industry as a whole has seen the value of being on the platform in a way that captures their experience, expertise and story.

Brands now want to be heard, as well as help their consumers. They’re speaking more often and distinctly on LinkedIn. Let’s take Alibaba for example. Right from their contribution in different markets to what it is like to work at Alibaba – the brand gives a view of everything.

Webinars

While Webinars have been around for a long time, COVID-19 really opened us up as an industry to the potential of niche webinars created for a focussed TG. A number of B2B brands have resorted to Webinars that focus on upskilling, information awareness, debunking myths and more. The idea here is to engage with a focussed group, while adding value to their life.

Personal branding

Again, not a new concept but extremely relevant to B2B marketing in the last year. Awareness around personal branding is now higher than ever making it an integral B2B marketing trend. A part of it lies in the fact that we all as humans wish to be heard and wouldn’t mind the validation that social media offers, but the other part in creating goodwill and trust that eventually helps on a professional level.

A heightened example of personal branding for a better selling, would be Elon Musk, but one could argue that sometimes his personal brand overshadows his businesses. Hence, a more practical example would be Kunal Shah – he has been a voice before CRED which helped incredibly in building brand CRED.

Account-based marketing (ABM) evolution

Account-based marketing has evolved into a sophisticated strategy for cultivating robust client relationships. B2B enterprises are deploying personalised ABM campaigns, enhancing their ability to tailor messages to specific accounts. This evolution allows businesses to drive targeted initiatives, leading to more impactful and personalised interactions.

Humanising B2B brands

Putting a face to the name – applies to individuals and brands alike. While brands have managed to build open lines of communication for CXOs of their team, 2023 saw more of the junior to mid-level executives making their way to the brand pages. Humanising a brand not only helps build trust but also gives an idea of the team that toils and makes it happen.

In the fast evolving and growing world, the B2B sector has seen a seismic shift in business as strategies grapple to adapt to an ever-changing landscape. As the global marketplace becomes increasingly interconnected, the need for agile and innovative marketing has become crucial. Let us have a look at some trends that have redefined the world of B2B marketing, providing insights into strategies.

Rise of AI-powered marketing automation

Artificial Intelligence is at the forefront of marketing automation, offering predictive analytics, advanced lead scoring and interactive chatbots. These AI-driven tools streamline processes, boost efficiency and revolutionise customer interactions, marking a paradigm shift in how businesses approach and benefit from automation.

From chatbots to lead-gen tools, AI has been further integrated into various functions of B2B marketing.

In the ever-evolving landscape of B2B marketing, the lines between B2B and B2C approaches continue to blur as marketers embrace a more human-centric and engaging strategy. The year 2023 marked a significant shift where B2B marketing stepped away from its traditional serious demeanour to embrace creativity, personalisation and relatability.

The author is co- founder and CBO at Team Pumpkin

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