In many B2B marketing environments, there is a belief that the marketing strategy and communications plan has to be different from that of consumer companies; that companies buy differently than people do. While you may be dealing with longer sales cycles and purchasing departments, committees and POs, I believe that the purchase decision in a B2B environment is far more similar to that in B2C than it is different.
Whether you're picking out a new pair of shoes for yourself, or new wireless devices for your distributed sales organization, I believe you'll buy from people (and brands) that you like. Once B2B marketers and sales teams get through the lengthy sales process, the proposals and price quotes (ick are those no fun,) most find that it comes down to the one on one relationship between people within the buying and selling organizations.
My accountant is someone I like personally. So is my banker, my IT consultant, the owner of my payroll company, and my insurance broker. Sure, we went through a needs analysis, proposals and contract negotiations, but first and foremost, I liked them.
Your customers are no different. I understand that you sell complex ERP software that needs buy in from many different stakeholders. Yes, there's an RFP process that you have to follow to have a chance of winning the bid for that new facility your company will build for the customer. But if they don't like you, personally, your odds of winning go way down. If they don't identify with you and the brand you represent, you're out.
To like you, customers must get to know you and your people. They need to get on the inside, understand how you think, and see the human side of your organization. This is why blogging for business makes so much sense. By allowing your employees to have a public voice, your customers get to see and hear who you really are. Blogging for business isn't the same as any other form of business writing. Blog writing teaches humility, and in each post we discover the person behind it. The personality, the passions, the expertise. Our customers start to form a bond with us as they identify with our thinking.
Open up your business and let your customers in. Get rid of the corporate marketing speak, and let your employees share their voice. Speak to your market in the same way your favorite personal brands speak to you. You'll soon discover that your customers buy from people they like as well.
