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Concoct the Perfect Recipe for B2B Personalization

21 Jun

B2B Buyers Seek Personalization Efforts

B2B_mix

It is no secret that personalization is essential when marketing to B2C buyers. In fact, according to a recent article, 80% of marketers believe personalized content is more effective. So then why is there a lack of personalization within B2B marketing? This is something that those in highly personal industries (like building products) must especially consider. One of the biggest challenges facing B2B personalized marketing is that there is no perfect recipe consisting of equal parts strategy, data, and technology usage. But as someone who knows a thing or two about making concoctions, here’s one that virtually any B2B marketer can use:

Take 1/3 Parts Strategy…

It is important to keep in mind that B2B buyers have different needs and desires than that of B2C buyers, and therefore they need to be approached differently. B2B buyers are more understanding as to how the industry works, and they are looking for transparency and recommendations, as well as content that will educate them and solve a problem.

According to an Accenture survey, 54% of B2B buyers want personalization and “personalized recommendations across interactions.” This allows you to establish a relationship with your client before a sale even takes place, creating loyalty amongst clients.

No matter how flashy your marketing ploys may be, they won’t mean anything to a customer if they don’t have a need or desire for it. Knowing your audience and their demographics, purchasing behaviors, motivations, and location can change how you garner content for each client.

Add 1/3 Parts Data…

To help capture useful data and to better understand your target audience, you can create a brief survey for them to fill out. When personalizing content for B2B buyers, including data attributes such as their name, company, and role within their company can be the deciding factor in whether or not your client is initially engaged. This can also be helpful when generating leads or creating a personalized lead-nurture campaign. It can even help you tailor emails to those specific buyers and even include imagery and links that will create a personalized touch.

Mix with 1/3 Parts Technology…

While content and strategy are essential to personalization, so is technology. According to Rapt Media, 94% of B2B buyers say better content technology is crucial to creating personalized content that is measured and optimized. So what does that mean? Technology can be used to simplify your company’s message and can be used across different platforms that relate to your audience. For example, content from whitepapers can be repurposed for short, digestible videos and then the audio from the video can be used to make a podcast for clients who don’t have the time in their day to watch a video.

Shake Well and Serve

Granted, my preferred concoctions usually involve a shaker and a cold glass, but the perfect personalized B2B marketing campaign can taste pretty satisfying. And with a fresh strategy that is geared toward B2B buyers, you can satisfy your customers’ needs while also gaining new revenue and retaining reoccurring revenue. All you need is three ingredients and a shaker.

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3 Reasons to Renovate Your Website (And 3 Sites That Are Getting It Right)

18 May

An Outdated Website May Have Bigger Consequences Than You Think

web design

ChrisGuest Contributor:
Chris McCutcheon, Interactive Manager

Websites. We see and interact with them every day, and it seems there is one for just about everything. As an interactive manager at ER Marketing, I’ve seen it all when it comes to websites—the good, the bad, and the oh-so-ugly.

Not too long ago I had someone ask me to look at their website. I pulled it up on my phone and nothing showed up. Thinking it was a little strange, I waited until I got home and found it on my iPad. Still nothing. I knew then that something was definitely going on with this site. She said it was new, so why wouldn’t it come up? Turned out the entire site had been done in Flash, which I discovered after I pulled it up on my laptop. She was extremely disappointed and had no idea the person she hired to do her website built it using old technology.

So, ask yourself a few questions about your own website. Does it look good on mobile? Is the site built in Flash? Still using clipart from 1999? Still relying on misguided keyword stuffing? Is it supporting your brand? Unless it’s been updated recently, it might be time to rethink your website.

Here are 3 reasons why it may be time to renovate your website:

1. It’s not mobile friendly.

  • Two-thirds (64%) of adults own a smartphone, which means if your site doesn’t render properly, or delivers a bad user experience, potential customers may go elsewhere.
  • Google will ding you. They announced last year that sites will be penalized in the rankings if they aren’t mobile friendly. According to research by online ad network Chitika, Google page one results enjoy a whopping 95% of all search traffic, while 91% of searchers never reach page two.

2. Unknown security vulnerabilities.

  • Security flaws affecting an older website are much more likely, as these sites rely on older technology.
  • Even if you might not have confidential information you are worried about being stolen, there are other reasons you should be concerned, like letting unfiltered data insert into your database. This can cause a high risk of SQL Injection, which leads to your site being hacked—and unwanted links being injected into your site.
  • If you use any kind of third-party software—meaning your IT department didn’t code it—you must make sure it is always up-to-date. Any outdated software with security flaws can cause your site to be at risk.

3. High page abandonment rate.

  • Many older sites take forever to load. Sure, you may love the large images and the huge slideshow, but it’s probably making your site lag. 47% of consumers expect a webpage to load in 2 seconds or less, and 40% of people abandon a website that takes more than 3 seconds to load. [1] Google values the length of time someone stays on your page, so if your website has a high abandonment rate, your SEO will be negatively impacted as Google puts delivering the best and most relevant content to users first and foremost above all else.
  • Poor navigation. If the user doesn’t know what to do or where to go, you are missing out simply because there isn’t any clear direction for the user.
  • Many websites fail to deliver a clear sense of what the company offers. Unless you are a well-known brand, you need to let people know who you are and what you can offer them in a way they can understand and easily access.

Here are a few sites in the building products industry to inspire you and get you thinking about your own site:

Blu Homes

  • Site is responsive and mobile friendly
  • Good user experience
  • Nice, easy to navigate design

Royal Building Products

  • Loads fairly quickly, even with a full screen slider
  • Offers a clear sense of who the company is and what they offer
  • Displays well on mobile devices

Guardian Building Products

  • Utilizes a card-style layout for chunks of content
  • Mobile friendly
  • Easy to navigate

[1] https://blog.kissmetrics.com/loading-time/

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Why Do B2C Brands Have More “Epic Fails” Than B2B?

26 Apr

Marketing Fails

hillmanGuest Contributor:
Matt Hillman, Creative Director

Google the term “fails” and you net more than 350 million results—everything from proposals gone wrong to typos on billboards. Narrow it to “brand fails” and that number drops to just under 90 million. Expand the search to “b2b brand fails” and it falls to 325,000.

So what is it that’s protecting B2B brands from the foray? How is it that not even 4% of the brand fails are categorized as B2B?

One answer might be market size, the sheer volume of business in B2C vs. B2B makes for more opportunities to fail, but that’s not the case. If anything, B2B dwarfs B2C. In fact, by 2020, Forrester research projects the US B2B eCommerce market alone to be worth $1 trillion—twice the size of the US business-to-consumer (B2C) eCommerce market. Every year, B2B companies spend billions of dollars marketing their products & services with print and digital ads, trade shows, websites, collateral, and more; so there’s plenty of opportunity.

Then what is it? Why don’t we see the catastrophic failures in B2B marketing that we see in B2C? I suspect it’s a number of things—publicity, saturation of visible media, how easily broad B2C audiences can take offense to things—but most importantly, it comes down to the very intimate conversation in B2B between a specialized brand and a specialized audience.

There’s a unique level of understanding between B2B brands and their audiences, regardless if they’re selling building products or engagement surveys or auditing software or anything else. Where B2C requires an exploration of demo- and psychographics to find cues for connecting with various consumers (e.g., “White and Hispanic, suburban, college-educated women, 24–40, with multiple children, seeking time-saving solutions to maximize family time”), in B2B, we focus on clearer audience sets (e.g., “manufacturing company CFOs and COOs looking for greater shipping efficiency”).

Over time, that understanding means a greater ability to forecast how messages will be received, what matters most to those you’re talking to, and how to speak to them on their own terms.

Add to that the direct feedback between purveyors of B2B products & services and those who purchase them—or at the very least influence that decision—and you build a familiarity that simply doesn’t exist in most B2C marketing. As a result, B2B marketers can be less prone to putting their foot in their collective mouth.

But let’s face it: seeing the fails happen to someone else’s brand can be oddly satisfying—whether B2B or B2C. We take a deeper look as to why that happens in our latest whitepaper, “The Appeal of Brand Fails (and Six Ways B2B Brand Can Avoid Being One.” Get it for free right now.

 

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When Selling Building Products, Opt for Simple

21 Apr

Lessons Learned from the 2016 ISC West Show

ISC West

As building products marketers, are we overcomplicating things? Do we consult with people down the channel—including customers and even our own sales teams—to make sure we are delivering the best information in ways that are easy to consume? Most importantly, who can we look to for simplification inspiration in the building products industry?

I recently attended the 2016 ISC West Show, the largest security industry trade show in the United States, with technical reps from more than 1,000 exhibitors and brands in the security industry. While there, I explored and learned about the rapidly growing segment of the connected home and the integration challenges of hardware and software in the security and door hardware industry.

The attendees of the show are typically security dealers. They sell in consumer homes, similar to a lot of building materials products. And, like a window or siding rep, they have to “win the kitchen table” if they hope to sell their product effectively down the channel.

One of the tours that did a great job of demonstrating how to “win the kitchen table” based on their product offering was the Tektronix® Connected Home booth. There, I learned how their integrated system connects the video doorbell to the alarm, the sprinklers, garage door, network-boosting light bulbs, and so on. Obviously, Tektronix is not the only company doing this, but for manufacturers not thinking about what homeowners want, this is where they need to start looking.

What I found amazing was one of the final items on the Tektronix tour, which displayed their “upsell kit.” It’s what a marketer might call a sales rep kit or in-home kit. Over the years, we’ve probably created dozens of these for clients, ranging from somewhat basic to very complex and expensive to produce. You’ve likely done these as well.

The upsell kit Tektronix showed at their booth is their most requested and used of all time. So what makes it unique? Triple fold-out panels with a wiring schematic that integrates all the cool features? Maybe some electronic component that connects via Bluetooth to the reps phone?

Nope. It’s simply a printed image of all the pieces that might normally go into the kit.Unknown

Yes, you read that right. The sample kit doesn’t have physical samples. It has pictures of them and a call out image on the inside flap of the box. It’s very light, so it’s easy to carry. It’s very cheap to produce so dealers can have several of these for all their reps.

These are home security items—technology items. These are items that protect the homeowner’s family. But even with all that, they don’t require a physical sample. I realize they aren’t picking a color or finish, but compared to what most in the building products industry have always done, many might consider it a “fake” sales kit. But for Tektronix, it works well—and suits both their customers’ and sales teams’ needs just fine.

So, I’ve challenged our team and I’m challenging you to think about this when developing your in-home sales kit and other sales enablement tools. Have you talked to the dealers to see what works or why they don’t use one item or another? Have you ever tried a completely different approach? Have you asked why your company does it that way?

And most importantly, have you asked yourself if there is a simpler way to do this? That’s what drove this change in their upsell kit. We can do this too—find things to simplify in our increasingly complex lives, both as people and as marketers.

 

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IBS 2016: “The New Big Thing” Is…

23 Feb

My Key IBS Takeaway for Building Products Marketers

IBS 2016

We’ve talked a lot about the 2016 International Builders’ Show (IBS) throughout the course of the last few weeks. You might even say we’re a little obsessed. But the reason why is that, for building products marketers, trade shows are a big deal. And there is perhaps no bigger one—or more important—than IBS. Every year, IBS represents where the building industry is going, from products to design trends to marketing. And every year, it’s at IBS where you can find “the next big thing.”

For me, the next big thing in trade show marketing is pretty clear: experiential booths. For a long time—too long, in fact—boring and uninspired booths have ruled the roost. Matt Hillman, our creative director at ER Marketing, even recently went as far as to describe the majority of booths as “brochures you stand in.” Not far off. But things are changing. In his post, he discusses some of the booths at IBS that delivered much better experiences for their audience. The common theme was that these exhibitors need to put on a “show” for their audience.

I think this is true no matter what trade shows you attend. In fact, it sparked my thinking on some other trade shows I’ve been to that have exemplified the experiential booth marketing that was such a hit at IBS. Here are some of the standout booth experiences I’ve had attending trade shows—experiences that should become the model for B2B marketers in the building products industry:

  1. At the Food Equipment Show, a commercial sausage making company proved the power of their product by doing multiple demonstrations using Play-Doh. This created a colorful (in more ways than one) experience for attendees.
  2. A simple product demonstration that proved effective was a window company that let attendees experience their good, better, best product offerings. By placing single, double, and triple paned windows in front of heaters, visitors could simply touch the glass to feel the difference in quality.
  3. A house wrap company had an innovative approach to showing their product’s resilience. By pulling their house wrap taut and placing it next to competitors’ products, they were able to demonstrate which was the strongest—by having a professional pitching machine shoot baseballs at the wrap.
  4. At the Deck Expo, one company created a competition in which attendees attempted to break their product with a hammer. If they were able to break it, they won a huge prize. It was simple to execute, and best of all, the loud noises of people attempting to break the synthetic decking drew a crowd.

IBS proved that the next big thing for building products marketers is creating an experience attendees will remember and breaking from tradition to do it. But that’s not exclusive to IBS—these examples demonstrate that it’s a change happening at all trade shows. B2B marketers in the building products industry need to do better. Your average, boring trade show booths are no longer effective. Worse, they’re very likely a huge waste of your money.

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