No offense, I love being tricked into thinking a Twinkie will make my day better, or that breakfast at Taco Bell really is a good decision, but you still get to live in a carefree life of old school advertising. Simply tell enough people and somebody will respond. It’s media math. Get that cost per thousand down and hope that some of us zombies will follow. Easy (assuming the company has enough media budget) and no one is getting fired because someone ordered a pizza and didn’t like the cheese-stuffed-crust. The customer will move on or try another option. Easy.
In the B2B world, our decisions have to be a bit more calculated.
For example, we have a client who is a large multi-national manufacturer. They sell into several industries. Our task: launch a product that cost around $10 million dollars and is an optional product to the buyer. Bonus points – there’s only about 100 people who could actually buy the product (heavily regulated industry) and we already know who they are. Now that’s a challenge. And one where your margin for error is pretty small.
I don’t mean to diminish those Twinkies ads – given my waistline, they must work, along with running to the border. But as a longtime B2B marketer (and converted CPG advertiser), I think it’s time we stand up and be proud of the incredibly challenging and rewarding work of B2B.
In B2B, we work to educate and inform businesses about solutions to problems that our clients’ products or services could solve for them. Real solutions to real business problems.
I challenge us as an industry to remember those business buyers with real problems are also real people. The same people buying Twinkies, tacos and pizzas.
They order a $50 item off Amazon and in most cases they can have it tomorrow. And they can track the process at every step on their phone. They bring that experience to work with them, so let’s talk to them as real people who don’t want to hear why you can’t deliver on time or with a quality customer experience for that $50,000 purchase.
I call this the consumerization of B2B and its rapidly changing the expectations of clients and customers alike. Are you ready for this? Just remember that B2B can’t be boring to boring and it has to be people to people. And remember, it’s all the B2C advertisers’ fault.