B2B versus B2C Marketing | How to Sell Brand Storytelling in a B2B Context
When you watch a B2B ad, what are they really selling you?
It’s not a new CRM or cutting-edge system to manage inventory. They’re selling security. They’re promising this tool will keep your doors open, your payrolls met, and ensure future business success.
What about B2C? Are they trying to sell you security….or something else?
Today I’m diving into the differences between B2C and B2B marketing. Which emotional button are they pushing and why does it make sense? How should you construct your marketing to make sure you push that button every time? Plus, if you’re in B2B, you’ll learn why brand storytelling is paramount to your success and how to sell it to your CMO or CEO.
Customers Buy to Please | Aesthetically Driven Shopping
We’re all consumers. As an American, you could even call me a super consumer. All my physical needs are met, so when I go shopping I’m not trying to meet a specific physical need. I’m looking for something else.
And what’s that?
Pleasure. Fun. I’m thinking: How can I decorate or enhance my life with this purchase? It’s all about aesthetics, hitting that dopamine button and buying something that says “that’s so me.”
If all your needs are met, consumer purchases turn into world-building. You’re crafting the life you desire and building an identity. Every purchase becomes an artifact of who you want to become.
Consumers Don’t Like Salespeople | Marketplaces & the Freedom to Browse
We purchase the majority of goods within a central location known as the marketplace -- Amazon, Walmart, Target, a shopping center. You go to the marketplace to build your identity. You want control in your decisions. Freedom to browse. To allow something to catch your eye.
What you don’t want is someone trying to sell you something. If you’re at the mall, you’ll do anything in your power to avoid eye contact with someone manning a kiosk. Because they’re coming for you with their free sample. And then you’re trapped.
As consumers, most of us only want help with the most costly decisions. Buying a house, throwing a large event, or buying a dress or suit for a special occasion. Otherwise, leave us alone and let us shop.
Security is Not a Priority | Consumers Decorate Their Life
The majority of consumer decisions are not security based ones. What color shirt I buy has no impact on whether or not I eat the next day. It’s about designing my life, not ensuring I still have my needs met.
Still, there are a handful of consumer-facing industries selling security: your doctor, lawyer, accountant, insurance provider, or therapist. After they set up your foundation, you’re set. You typically work with these folks for a long time once you have a good relationship.
For most of us, consumer products don’t need to sell security, because you’ve already got it: your job. You already possess the security to meet your basic needs through your salary so now you’re simply decorating your life with consumer purchases.
So how are B2C companies convincing you to buy their products?
They’re digging into your emotions. They’re selling an identity.
They’re helping you answer: Will this make me happy? Does this say “me”? Is this who I want to become?
B2B Driven by Security | Businesses Need Trust and Assurances
With B2B, the driving factor for sales is not aesthetics or shallow emotions. It’s the complete opposite -- it’s security.
Why is that the case?
The risk of making a bad business decision is far more costly than buying a shirt that doesn’t suit you. One wrong move could result in massive financial losses and perhaps even your job. A bad B2B purchase could completely rip away your financial security. It affects your ability to continue to pay for food, housing, and basic needs. The stakes are high.
You can’t just buy a product because you like you. You’re carefully weighing out the pros and cons. You’re looking at every dollar spent as an investment. You’re considering how much risk you can take on.
Suppose you’re thinking about getting a new CRM. Here’s what you’re considering: Is it worth the monthly expense to do this new CRM? Is it going to make our team more efficient? Is it going to tie marketing and sales closer together? Is it going to strengthen our ability to serve our customers? Are we going to be able to stay on top of leads more quickly and close more sales? Will it reduce our churn? These are all critical questions.
In order to reduce risk, you want to see data. You need strong evidence to support your decision. To be honest, you’re a little freaked out by the chance you’ll make the wrong decision. You’re looking for assurance to confirm you made the right one. You’re looking for someone you can trust. Someone to provide security beyond a signed contract.
That’s why the emotional connection with a salesperson is so important. They’re adding a layer of security to a high stakes decision. By dealing with a specific sales rep, you form a genuine relationship and know you can count on them for help when you need it. You feel more secure.
Most B2B companies aren’t unique. They’re selling the same stuff.
So what’s the determining factor for success in B2B?
The relationship between the salesperson and the client. That’s it.
Aesthetics Create Security | Professionalism Is a Projected Image
The two things paramount to a salesperson’s success in B2B are:
The reputation that precedes them
Their ability to communicate assurance and prove the client is in good hands (i.e. provide security)
Both of these create a path for direct referrals, word of mouth recommendations and uninterrupted business relationships.
Generally, businesses prefer to work with whoever has the greatest brand awareness, reputation and brand equity. It’s the safe and solid choice. They’re lowering risk by choosing the stable brand.
If someone’s a salesperson for a known brand, it's a lot easier for them to make sales. That’s why it’s worth investing in brand reputation, brand storytelling, and raising your perceived value. It removes friction and helps your sales team make more sales.
How can you ensure your brand equity is growing? Think about how you make decisions based on how a brand looks.
If two different salespeople leave behind materials, you’ll likely pick the one with a cohesive, professional aesthetic. Not the one with a questionable website, handouts with varying fonts and graphics, and a business card that doesn’t resemble the other materials.
You’re making judgements about the integrity and capabilities of this organization based solely on aesthetics. Do the branded materials communicate security and strength? Or do they stir up doubt and risk?
How you show up and present yourself matters. And marketing is part of that. It should reinforce professionalism and security. It lets people know they’re in good hands.
Storytelling Streamlines Sales | Raising Reputation and Adding Anecdotes
Suppose you’re talking to someone and learn they’re a Marine. Wow! That suddenly changes your whole perception of who they are. Why? The reputation of the US Marine Corp has been transferred onto them which raised their status in your mind.
That's what a strong brand does for their sales team. It transfers the weight and strength of that brand onto the salesperson, immediately raising them up in the eyes of a client.
What does a strong brand look like?
There’s consistency and cohesion amongst all of your marketing materials. Your visual elements demonstrate professionalism.
You’re telling one unifying story that defines your brand. You provide your sales team with consistent anecdotal stories about the successes within your organization.
Don’t focus on just the “wow” story moments. Those are great for advertising or a quote on the website, but regular businesses are looking for assurance and consistency. Have you faced their issue before? Do you know how to solve it?
That’s why you need consistent customer testimonials across your entire client base. Those anecdotes are tools for your sales team. Once they have a library of let’s say 20 testimonials, they can deploy them in a strategic fashion. Suppose a customer brings up a question during a meeting. They can send a video illustrating how the company solves this problem directly afterwards.
This type of brand storytelling not only adds brand value, but it’s reducing friction for sales. You're transferring your brand reputation onto the salesperson making their job easier. You’re also providing hard examples to prove the client will be in good hands.
Once the initial sale is made, continued success depends on the strength of the relationship.
How do you sustain a personal relationship? You invite friends over for dinner. You host parties. You remember birthdays and anniversaries. You send cards or gifts to let your friends and family know you’re thinking of them. Sometimes you just give them a call to check in. You make the effort to show you want to spend time with them and that they're on your mind. You care about them.
How do you take these actions, behaviors, and relational needs and apply them to a business context? How do you scale them digitally?
When you’re thinking about brand storytelling from a B2B perspective, put your effort into developing a nurture campaign. What can you create for your current customers to let them know you care about them? What can your salespeople send directly to your clients to celebrate their business success? To thank them? To honor them? Can you create a consistent story series honoring client relationships and celebrating their successes?
By creating this nurture campaign, you’ll add value to your organization’s reputation. Because now you’re the one celebrating its customers and going out of the way to honor them. You just raised your brand equity. You made it even easier for your sales team to do their jobs. That gives you more money to now be able to do more brand storytelling. You've created a positive feedback cycle.
Conclusion
So really the difference between B2B and B2C, isn't so much aesthetics versus security. It’s about understanding that aesthetics ultimately creates security.
Are you current marketing materials demonstrating security? Are they making the job of your sales team easier? Let that roll around with your marketing team for a bit. Will you make any changes?