CMA chatted with Matt Matheson, Marketing Director at Shaw Business to find out what makes B2B (business-to-business) marketing successful. A bit of a sneak preview of what’s in store for the February Power & Panel Hour: B2B Marketing Hacks.
The B2B Context
As the pace of change continuing to accelerate, honing your B2B Marketing toolkit and skill set gets more and more challenging each year. On the other hand, that’s also why B2B has become such an exciting and dynamic market to work in. Speaking with Matt Matheson, a marketing and communications strategist with over 10 years of experience, he couldn’t agree more. Matheson believes that, “your approach needs to be different in that it needs to align with the buying cycle of a B2B environment.” Recently, some marketers say there is no such thing as B2B or B2C (business-to-consumer) marketing, that at the end of the day it is all H2H (human-to-human). While Matheson agrees with that notion, he also feels that there are nuances to that human decision maker when they are making a business decision vs. a consumer-based decision. “Typically, in the B2B environment that decision maker is in a break/fix mentality, meaning if it’s not broken, it doesn’t need to be fixed.” So, do we approach these decision makers differently? Not necessarily says Matheson, “I think it is still all about storytelling regardless of the environment, however, for the business decision we tend to focus more on the functional benefits in the story than the emotional. It’s important that we share the stories of our business and how we relate to our customers business. You have to give context to your place in their world.”
Insights Drive Growth in B2B Markets
Certainly, many challenges remain for B2B Marketers. But with advancements in AI and new technologies, we are starting to connect customer data and get a better 360-degree view of the customer and their buying journey. The biggest “hack” that Matheson can offer to other B2B Marketers? “Start with research and dig into the insights. B2B is a more targeted audience and at times a bit more challenging to reach so investing in research is a great place to start”. Matheson reminds that, “When we look at the B2B buyer, we have to remember that at the end of the day when they take off their ‘business hat’, they are still a consumer when they leave the office, and that gives you opportunities for additional touch points.” One of the biggest challenges for B2B marketers is maintaining relevance, keeping that presence and being a valuable resource in the minds of the buyers. One key insight that’s been helping Matheson target Small Business Owners and Entrepreneurs is knowing it’s not always solely about financial growth. A study that recently came out from the Corporate Executive Board found that Small Business Owners also value work-life balance, and their personal mission; noting more emotional and value-based outcomes as indicators for satisfaction.
B2B Content Strategy is Key
For Matheson, the biggest success he’s seen in B2B Marketing is using research and data to gain insights and creating content that is really engaging to your audience. Sharing business tips and advice across audiences, making sure you are engaging, and leveraging the right mediums. A really thoughtful strategic content marketing strategy takes time and effort but it’s definitely worth it. Matheson’s key to success is, “having great partners internally and externally, working really hard to find the right people and stories that will provide value to your audience, and having a strong vision to carry your brand attributes.” There is no formula for great content, creativity is hard, but if you start with the research, dig deep to find value to your audience, and work with good people; incredible things can be accomplished.
With new marketing technologies and tactics developing overnight, B2B marketers are often left feeling overwhelmed. If you’re looking to navigate through the latest tools to build brand awareness and increase your bottom line, join Matt Matheson and our panel of Calgary based experts as they share some of the best techniques they use to grow their brand. Don’t miss this incredible event by the Calgary Marketing Association, hosted with the generous support ATB Financial and our beer sponsor, Village Brewery. A few tickets remain, register now.
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About The Author
Jenelle Peterson, BComm MBA is a Senior Marketing & Research Consultant with Tenato Strategy, a Marketing Educator, and a board member with the Calgary Marketing Association. Jenelle’s passion for technology, design, and innovation has given her opportunities to work both on the business and agency side in a variety of industries; Oil & Gas, IT, Education, Health Care, and Consumer Goods. She loves the outdoors, making bad art, and all things Sci-Fi. Tweet her @petersonjenelle