How to steal b2b hearts

•

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Everywherebrand

b2b

Marketing Negócios Tecnologia

Now is the
time to steal
your customers
hearts.
In a world of increasingly
effective ways to target, a little
lovin’ will go a long long way.
Everywherebrand 2014

A recent study found that
61.7%
28.9%
Everywherebrand 2014
of brands’ social media
strategies are focused on
customer acquisition,
while only;
are focused on ‘social
customer care’.

The machine of ruthless
‘Programmatic advertising’*
is growing.
American Express have shifted
100%
of their digital advertising spend
to it.
Everywherebrand 2014
*programmatic marketing campaigns are automatically triggered by any type of event and deployed according to
a set of rules applied by software and algorithms.

We’re in danger of
seeing B2B buyers
as just data…
Everywherebrand 2014

...but in the
meantime,
their spidey
sense is
growing.
Everywherebrand 2014

B2B buyers
are crying out
for a bit of
recognition of
them as people,
not prospects.
Everywherebrand 2014

They’re not going to be
fooled by this...
Everywherebrand 2014

CARY GRANT STARS IN A B2B BLOCKBUSTER THAT WILL HAVE BUYERS ON THE EDGE OF THEIR SEATS
REALLY? THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B?
REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM
“NOT ANOTHER PIECE
OF DEMAND GEN...
(PLEASE!)”
(THEN BINNED IT)”
ANOTHER B2B BUYER
“I CLICKED THE
WHOLE WAY THROUGH...
A B2B BUYER
(WITH A BIT OF INTERACTIVITY)
(WITH A BIT OF INTERACTIVITY)
Everywherebrand 2014

Steve McQueen stars in
MARKETING
AUTOMATION
EMAILS
RAW EMOTION?
REAL HUMAN ATTRACTION?
YOU WON’T FIND ANY OF IT IN HERE
THE ROBOTS HAVE TAKEN OVER MARKETING.
THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B?
REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM
Everywherebrand 2014

THE ROBOTS HAVE TAKEN OVER MARKETING.
THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B?
REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM
JAMES DEAN STARS IN
FEATURING
100% AQUISITION
0% CUSTOMER CARE
Everywherebrand 2014

After years of focus on
the hard numbers,
It’s time for brands to put
a bit of work into their
softer side.
Everywherebrand 2014

Get emotional.
About product,
about purpose
but more specifically
about people.
Everywherebrand 2014

Everywherebrand 2014
Get emotional.
About the personal
value of buyers.

What is
personal value?
Benefits to me
professionally
Benefits to me
socially
Benefits to me
emotionally,
and
Benefits to me
and my
self-image
Personal value consists of:
Everywherebrand 2014

We’re not advocating a complete
flip, just a re-balancing.
Everywherebrand 2014

To get the balance right, as Martin
Sorrell says, marketing needs a
combination of:
Math
men
Mad
men
&
Everywherebrand 2014

And as Wally Ollins says, brands need a
combination of:
(bringing in the big guns to support the argument)
IQ EQ&
Everywherebrand 2014

Why?
Everywherebrand 2014
of buyers who see
personal value will
purchase a product.
71%

Why?
Everywherebrand 2014
of buyers who see
personal value will
purchase a product.
They say a focus on
personal value as 2x
as much impact as
business value.
71% x2

Everywherebrand 2014
You rock Now use this
to do some
great work &
get awards
And feel the
B2B love
(that’s a self image benefit) (that’s professional and social benefit) (that’s pretty emotional)

For help/advice/a nice chat get in contact
with info@everywherebrand.com
Everywherebrand 2014

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How to steal b2b hearts

1. Now is the time to steal your customers hearts. In a world of increasingly effective ways to target, a little lovin’ will go a long long way. Everywherebrand 2014

2. A recent study found that 61.7% 28.9% Everywherebrand 2014 of brands’ social media strategies are focused on customer acquisition, while only; are focused on ‘social customer care’.

3. The machine of ruthless ‘Programmatic advertising’* is growing. American Express have shifted 100% of their digital advertising spend to it. Everywherebrand 2014 *programmatic marketing campaigns are automatically triggered by any type of event and deployed according to a set of rules applied by software and algorithms.

4. We’re in danger of seeing B2B buyers as just data… Everywherebrand 2014

5. ...but in the meantime, their spidey sense is growing. Everywherebrand 2014

6. B2B buyers are crying out for a bit of recognition of them as people, not prospects. Everywherebrand 2014

7. They’re not going to be fooled by this... Everywherebrand 2014

8. CARY GRANT STARS IN A B2B BLOCKBUSTER THAT WILL HAVE BUYERS ON THE EDGE OF THEIR SEATS REALLY? THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B? REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM “NOT ANOTHER PIECE OF DEMAND GEN... (PLEASE!)” (THEN BINNED IT)” ANOTHER B2B BUYER “I CLICKED THE WHOLE WAY THROUGH... A B2B BUYER (WITH A BIT OF INTERACTIVITY) (WITH A BIT OF INTERACTIVITY) Everywherebrand 2014

9. or this... Everywherebrand 2014

10. Steve McQueen stars in MARKETING AUTOMATION EMAILS RAW EMOTION? REAL HUMAN ATTRACTION? YOU WON’T FIND ANY OF IT IN HERE THE ROBOTS HAVE TAKEN OVER MARKETING. THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B? REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM Everywherebrand 2014

11. or this... Everywherebrand 2014

12. THE ROBOTS HAVE TAKEN OVER MARKETING. THERE’S A LOT OF TALK ABOUT THE EMOTIONAL NEEDS OF BUYERS, BUT WHERE ARE ALL THE MOVING EXPERIENCES IN B2B? REAL B2B INSIGHTS. DIRECTED AND PRODUCED BY WWW.EVERYWHEREBRAND.COM JAMES DEAN STARS IN FEATURING 100% AQUISITION 0% CUSTOMER CARE Everywherebrand 2014

13. After years of focus on the hard numbers, It’s time for brands to put a bit of work into their softer side. Everywherebrand 2014

14. Get emotional. Everywherebrand 2014

15. Get emotional. About product, about purpose but more specifically about people. Everywherebrand 2014

16. Everywherebrand 2014 Get emotional. About the personal value of buyers.

17. What is personal value? Benefits to me professionally Benefits to me socially Benefits to me emotionally, and Benefits to me and my self-image Personal value consists of: Everywherebrand 2014

18. We’re not advocating a complete flip, just a re-balancing. Everywherebrand 2014

19. To get the balance right, as Martin Sorrell says, marketing needs a combination of: Math men Mad men & Everywherebrand 2014

20. And as Wally Ollins says, brands need a combination of: (bringing in the big guns to support the argument) IQ EQ& Everywherebrand 2014

21. Why? Everywherebrand 2014 of buyers who see personal value will purchase a product. 71%

22. Why? Everywherebrand 2014 of buyers who see personal value will purchase a product. They say a focus on personal value as 2x as much impact as business value. 71% x2

23. Why? Everywherebrand 2014 of buyers who see personal value will purchase a product. They say a focus on personal value as 2x as much impact as business value. and if they see personal value, 68% will pay a higher price 71% x2 68%

24. Why? Everywherebrand 2014 of buyers who see personal value will purchase a product. They say a focus on personal value as 2x as much impact as business value. and if they see personal value, 68% will pay a higher price 71% x2 68% ‘nuff said

25. Everywherebrand 2014 You rock Now use this to do some great work & get awards And feel the B2B love (that’s a self image benefit) (that’s professional and social benefit) (that’s pretty emotional)

26. For help/advice/a nice chat get in contact with info@everywherebrand.com Everywherebrand 2014

How to steal b2b hearts

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