The Seven Key Concepts of B2B Marketing

There is a common perception that B2B buyers base their decisions solely on logic while B2C purchases are based more on emotion. I recently read an article about the differences between B2B and B2C marketing which repeated this idea. 

That’s not the first time I’ve heard that, of course. However, to me, B2B has a very personal component. Their customer relationships are deeply personal. Human. Real. Almost like a marriage. 

In fact, B2B buying decisions are often made based on emotion … and justified afterward with logic (features, benefits, etc.).

It seems to me that B2B marketing has seven interlocking concepts – all intimately personal and engaging. Follow these concepts and you’ll be on your way to building a great B2B brand. 

1. Relationship
B2B is about building deep relationships. We routinely hear our clients talk about customer relationships spanning not just decades, but generations. Relationships that are built on …

2. Trust
B2B relationships require a high level of confidence in each partner’s ability to deliver what they say, when they say it. They’re not looking for a short-term relationship, they’re looking for a … 

3. Partner
Customers are crying out for companies that can help them. Partners who will learn their industries, their applications and their processes; who will listen and understand their challenges and pain points.

And offer solutions for those pain points. They could easily say, “Don’t sell me; help me.” But that requires …

4. Commitment
It takes a significant investment in time and resources to build a partnership like the one described above. It’s not just about the latest technology, the best marketing, the highest quality or the cheapest device. It’s about all these things. Plus, being there in the middle of the night, backing you up when you need …

5. Support
Support can take all kinds of forms. Late-night calls. Overnight deliveries. Correcting billing problems. Replacing faulty or damaged products. Delivering what they need, when you promised it. Do that for a few years (or a few decades) and you build …

6. Credibility
B2B customers have a lot riding on their decisions. Jobs, careers, bonuses. Hundreds of thousands or even millions of dollars. Perhaps even lives depend on the choices they make. So, the truth is important. Even critical. And it begins and ends with open, honest … 

7. Communication
This is about real communication. Even when there are problems, B2B manufacturers want their customers to give it to them straight. No sugar-coating. Just the honest truth.

Where to start?

We have a ton of resources to help you do these things. Here’s just a few:

• Steve Graham talks about building creditability by reaching audiences with earned media.
• Jim Everhart helps you know which types of content are best at each stage of the buying process.
• And I have a post on bringing your brand to life with copy, art and technology.

And those are just a few.