Creating a human connection is critical when it comes to building a long-term relationship. Think about it, the best relationships are built on honesty, mutual respect, and understanding.
Before you think we are going all Dr. Phil, take a minute to see how this applies to B2B marketing. When it comes to B2B relationships, the best, long-term relationships are built over time and founded on trust. As such, it’s important to remember that you are selling your products or services to another human being.
Here, we take a closer look at a few ways to evaluate your B2B marketing strategy to ensure you are focusing on creating a human connection with your prospects and clients, not just making a sale.
Don’t think about your goals, think about your prospect’s needs
The best marketing campaigns don’t start with a statement about “us.” It starts with a statement about the end-user or buyer. Instead of thinking about meeting your MQLs for the month or getting more visitors to your B2B website, consider what your prospect needs. They don’t need to be your next MQL or whitepaper download, that’s for sure.
Put yourself in their shoes. Read questions on an industry forum or check out comments on industry publications. You may discover things your target market is saying like:
- I need a tool that will help my firm do X, Y, and Z
- My current software only does this, but I need it to really do this
- Our existing accounting service doesn’t provide this, which is critical to getting…