Business-to-business (B2B) product marketing often skews overly analytical losing sight of the actual people comprising target customer organizations. While rationale evaluation remains essential for major company investments, compelling messages connect viscerally first. Inject more humanized approaches into multi-stakeholder selling centering humanity back into formerly dull B2B routines.
Spotlight Authentic User Stories
Collect anecdotal customer success summaries as case study testimonials for earned media purposes. Pull together user reviews spotlighting specific names/organizations discussing bottom-line savings, performance improvements or other benefits achieved since adoption. Such transparent peer insights build credibility.
Tap into Shared Company Culture
Research target prospect leadership profiles including personal backgrounds, education, hobbies and more to uncover potential commonalities around favorite sports teams, academic institutions attended or associations. Casually bridge these in correspondence to establish common ground rapport. Even B2Bs crave connections.
Informal Lunch-and-Learn Sessions
Traditional company tours and PowerPoint presentations prove overly stiff for relationship builders. Instead host intimate invite-only working lunches or dinners where existing customers chat peers interested in solutions through casual dialogues. Warm organic word-of-mouth referrals spark during informal storytelling.
Spotlight People Behind Products in Videos
Go behind the scenes via video profiles documenting employees, early users and partners sharing first-hand narratives around product development motivations plus ongoing impact conveying convictions, vulnerability and heart. Let transparency and authenticity humanize otherwise clinical considerations.
While comprehensive process scrutiny remains in buyer journeys, emphasizing shared purpose via customer journeys generates the emotional pull needed to push evaluations favorably towards your brand long-term. Buyers connect with people first pragmatically validating later. Leading with compassion wins deals.
Spotlight Authentic User Stories
Collect anecdotal customer success summaries as case study testimonials for earned media purposes. Pull together user reviews spotlighting specific names/organizations discussing bottom-line savings, performance improvements or other benefits achieved since adoption. Such transparent peer insights build credibility.
Tap into Shared Company Culture
Research target prospect leadership profiles including personal backgrounds, education, hobbies and more to uncover potential commonalities around favorite sports teams, academic institutions attended or associations. Casually bridge these in correspondence to establish common ground rapport. Even B2Bs crave connections.
Informal Lunch-and-Learn Sessions
Traditional company tours and PowerPoint presentations prove overly stiff for relationship builders. Instead host intimate invite-only working lunches or dinners where existing customers chat peers interested in solutions through casual dialogues. Warm organic word-of-mouth referrals spark during informal storytelling.
Spotlight People Behind Products in Videos
Go behind the scenes via video profiles documenting employees, early users and partners sharing first-hand narratives around product development motivations plus ongoing impact conveying convictions, vulnerability and heart. Let transparency and authenticity humanize otherwise clinical considerations.
While comprehensive process scrutiny remains in buyer journeys, emphasizing shared purpose via customer journeys generates the emotional pull needed to push evaluations favorably towards your brand long-term. Buyers connect with people first pragmatically validating later. Leading with compassion wins deals.
