What Do B2B Marketers Do Now? is an ongoing email. Join the mailing list to be the first to receive these weekly insights!

Seems like there have been a lot of big anniversaries lately. Is that what happens as we age? We find ways to celebrate milestones and perhaps inflate sentimentality? Should we keep looking back or looking forward?

Give this deep track from Nirvana’s Nevermind (the record’s 30th anniversary just passed!) a listen with me as we see what the experts are saying…

B2H – Focusing on the Person

B2H (business to human) focuses on the human and what each individual needs rather than just marketing to a specific consumer or business. In this post-pandemic world, is it even more critical than before?

According to Forbes, here’s what marketers should be considering when it comes to B2H:

  1. Walk a mile in their shoes
  2. Engage authentically
  3. Recognize the impact of B2H on employee and customer satisfaction

Somewhere I have heard this before! We’ve been talking about improved engagement with buyers forever – and we’ve talked about the need for empathy, authenticity, and relationship building. So what’s different here? Who knows…

  • Account-Based Marketing (ABM) is all about relationship building already.
  • Is this just a cool new TLA (Three-Letter Acronym) to talk about something we’re already talking about?
  • We always advise our clients that they need a strong, integrated, and balanced combination of human and digital touchpoints in any sales and marketing activities… and the whole concept of B2H underlines that need.

Authentic, empathetic engagement is key to continue building those customer relationships – at ALL stages of the buyer’s journey. Quote me on that.

How the Worldwide Vinyl Shortage Impacts Us

If you haven’t heard, there is a worldwide shortage of vinyl, and it’s impacting the music industry today. Why do we care? Well – if you’re a vinyl fan, it means you’ll have to wait for that next new album that’s released for your collection.

And if you’re a Nirvana fan, it may mean you have to wait longer for that cool 30-year anniversary vinyl box set of Nevermind. I’m sure we’ll be seeing many of them on eBay as fans that were lucky enough to get them are taking advantage of the after-market and trying to sell them for big money.

How does this impact B2B? Well, how can an interruption in the supply chain interrupt your sales and marketing process? Sure, scarcity is something that can help to pump up and even increase demand. But at what point does it hurt you?

  • Would your solution benefit from some sort of scarcity?
  • How would your demand generation change if your product/solution was in demand, but you were only able to provide it to a small portion of those potential customers?
  • Would ‘manufacturing’ this sense of scarcity help to BUILD your brand?

Like learning to cry on command, a controlled ‘shortage’ could build a whole lot of demand. But following the same principles can help you to ensure that the next time we’re struggling with supply chain issues the world over, you can maintain an effective sales and marketing process.

And One More Special Message to Go

Last chance to check out our latest webinar – Best Practices in Lead Follow-up – with one of the top experts in this field (who actually works with me)!

Check out the recording here.

As always, don’t hesitate to call me to brainstorm or just say hello.

Looking forward,

Rick Endrulat, President | ricke@v-causeway.com | www.linkedin.com/in/rickendrulat