The B2B landscape has changed, and it’s time for a more strategic approach.
Here’s why:
- 84% of CEOs and VPs now use social media to make purchasing decisions.
- 62% of B2B buyers start with a web search to learn about solutions.
- 80% of decision-makers prefer learning about a company through articles over ads.
Let that sink in... B2B buyers aren’t just choosing business partners or signing contracts based on who they meet at a conference or a colleague’s recommendation. They’re looking at your digital footprint. What’s your company saying online? Are you telling a compelling story or are you just throwing out reactive, unplanned, unstrategic content on the internet and hoping something will stick?
Time for a Reality Check
In today’s B2B landscape, sales and communications overlap like never before. Marketing isn’t just a formula, it’s a living, breathing discipline that evolves constantly.
Content that works gets your brand seen, builds trust and generates opportunities, it seeks to educate, inspire and entertain. It is planned, resourced, and definitely doesn't happen by accident.
What message is your content and company conveying?
When your team hangs up the phone with a potential client and they dig deeper into your company and brand, what do they discover? Do they learn something new, are they inspired, and do you resonate with them ethically?
No one cares that you are proud, or that the adjectives you choose to describe your services are ones like ‘leading’ or ‘premier’. Buyers are smarter than that, they crave authenticity, not fluff.
It’s 2024, and storytelling, strategy, and design are the cornerstones of B2B success. What value does your new hire bring to their potential project? How are your employees treated, and what’s the work environment like? Does your presence at these events or conferences demonstrate real value, your expertise or establish you as a thought leader in their industry? That’s what they want to know.
At the end of the day, B2B buyers are people, too. With the rise of ESG and modern scrutiny, they care deeply about social impact and sustainability. They've become wise to greenwashing tactics and are increasingly sceptical of brands that merely pay lip service to ethical practices. Buyers want to know who they’re working with and what sets you apart. They seek genuine commitments to sustainability and social responsibility, as well as thought leadership that demonstrates your expertise and insights.
In a competitive marketplace, it’s essential to showcase not just what you do, but why you do it better than others. Your skills and knowledge should position you as a trusted advisor, someone who can help them achieve their goals, not just another vendor.
Marketing is a Science, Not a Stroke of Luck
Success today isn’t all about who you know, while connections can help they’re not, by their nature, scalable. It’s about science. Remember the scientific method from school? Research, hypothesise, experiment, gather data, iterate. That’s exactly how you should approach marketing today.
Start with research: Who is your audience, and what are they looking for? Hypothesise: What will resonate with them? Experiment: Test different messages. Gather data: Are you seeing more demos, bookings, sign-ups? The magic happens when you strike the perfect balance of data and human insight.
You’ll know you’ve hit market resonance when your prospects say, “This message speaks to me.” That’s when you’re in the right place.
Lessons B2B can Learn from B2C
B2C companies have long understood the importance of these meaningful narratives. Huge brands from Nike to Airbnb have shifted communications with the times and have gone beyond mere product promotion to challenge societal norms and build emotional connections. For example Nike’s “Dream Crazy” campaign encourages individuals to pursue their dreams, featuring stories of athletes who overcame obstacles, while promoting values like perseverance and social justice.
B2B companies have been slower to evolve, but the time has come. It’s not just about selling a product anymore, it’s about communicating who you are as a company. Your culture, your values, your people. Big or small, buyers want to know that they’re doing business with a company they trust.
Tritech's People-First Marketing: Showcasing Innovation, Community, and Growth
Companies in B2B that have shifted have seen these rewards, take mechanical, electrical and maintenance contracting company Tritech Engineering for example.
Tritech’s marketing is focused on conveying the following key messages: They prioritise their people, emphasising employee safety, wellbeing, mental health, and career development. As industry thought leaders, they share insights into the future of M&E engineering, with a focus on data centres, pharmaceuticals, and sustainable solutions. Their commitment to governance is demonstrated through frequent charity fundraisers, fostering community engagement. Tritech celebrates team spirit by recognising promotions, new hires, and farewells.
Additionally, they focus on showcasing their completed and ongoing projects that reinforce their dedication to quality, safety, and sustainability.
They deliver these messages through video marketing (both long and short-form), their frequently updated website, and a consistent 2-3 times weekly social media content strategy featuring videos, carousels, newsletters, GIFs, and images.
By articulating their core values and fostering genuine connections, B2B companies can position themselves as trusted partners in an increasingly competitive landscape. This strategy the Generate Leads team has implemented for them over the past year, has driven a 20% increase in website traffic, with notable improvements across new user engagement, organic searches, and direct visits. LinkedIn content, in particular, has propelled referral traffic up by a remarkable 280%.
Ditch the B2B Stereotypes - Cut the Fluff, Embrace Reality
Yes, B2B has traditionally been a bit stiff… rooted in product specs, price points, and rigid frameworks. But that doesn’t work anymore. Companies evolve. Communications need to reflect that evolution.
If you want to stay relevant in today’s B2B world, stop coasting on clichés and embrace authenticity. The data is there: CEOs, VPs, and decision-makers are looking online. They’re reading articles, consuming content, and making decisions based on what they see. What’s your company showing them? Time to leave the past, move forward or get left behind.
