B2B marketing is not a different world. They apply the same principles as in B2C

The communication of many B2B brands is currently still quite rational, sterile boring, little emotional, mainly based on communicating the specifications of the product offer and services. But many global studies in recent years confirm that the difference between B2C and B2B brand communication is much smaller than we thought. As Binet & Field notes, in 70% of purchasing decisions in the B2B segment, emotional factors have the same or greater weight than rational ones.

‍

Emotions also play a role in B2B communication

The data reveals that campaigns and B2B brand communication itself, which contain the emotional plane and customer promise (a clear, simple and directly expressed promise of value that the brand gives to the customer), are almost 2.5 times more efficientin building brand awareness and almost 3 times increase the likelihood of an increase market share. However, according to WARC Research & Advisory, only 18% of B2B campaignsworks with this knowledge in marketing communication.

Many B2B brands are stuck in the 1990s and expect the market and the decision-making of their clients to continue to function the same. It is precisely to this problem that the product responds NextGenB2B, which aims to help B2B brands modernize their positioning, communication and relevance to new generations of customers and entrepreneurs, thus taking advantage of the latest insights from B2B communication.

B2B brand owners know that up to 95% of B2B brand leads are not in shopping modewhen they are hit by communication. After all, long-term growth does not come from existing demand, but from building a brand for those who are not yet ready to buy.

How Buying Decision Works in the B2B Segment

The very purchase of products and services in the B2B area is often co-decided by a group of people from different departments - from finance to IT to future users. And it is this “decision group” that has a natural tendency to lean towards brands that they know well and trust.

The latest data shows that 81% of these groupsfinally choose a solution from a brand that was familiar to them at the beginning of the process, or they were inclined to it thanks to a well-built trust and recognition. That's why clear customer promise, strong positioning and consistent communication play such an important role.

‍

3 principles of NextgenB2B, which are also confirmed by global studies:

• B2B brands need more emotional communication, not just rational argumentation
• B2B brands need a simple expression of the value that the brand can deliver
• B2B brands need to reach the 95% who will buy later

The Phenomenon of Short-Lived B2B Campaigns

At the same time, studies point to one phenomenon: B2B communication tends to be too short-lived in practice. The B2B Effectiveness Code (LinkedIn B2B Institute, WARC and Lions) states that most campaigns run for less than six months, use few channels and focus mainly on immediate results.

This significantly reduces their effectiveness. On the contrary, campaigns with longer durations, wider media coverage and bolder creativity achieve the greatest commercial impact. For B2B companies, this means only one thing: if they want to grow, they have to think more like marketers and less than marketers.

In 70% of B2B purchasing decisions, emotional factors have the same or greater weight than rational ones. (Binet & Field)

Integrated marketing also helps B2B brands

If modern B2B marketing is to function fully, better communication is not enough. He also needs a system - managing and setting up lead-generation campaigns and a whole mechanism to regularly bring in new customers. Marketing must be fully integrated with the business through CRM automation in order to take advantage of every business opportunity.

This is the main goal of the product NextGenB2B- get B2B companies among recognizable brands, which naturally find themselves in the narrow selection and effectively manage incoming leads. These are the main factors that decide who will become known, preferred and ultimately chosen partner in the demanding B2B world.

‍