Nearly half of all B2B product buyers are Millennials and more than a third use their mobile devices across each stage of the research and purchase processes. These generational differences are important for B2B companies to consider when developing their marketing strategies.
In this new environment, embracing the same old strategies will leave you in the dark while competitors move into the new age of B2B sales.
How Intel Increased Sales
As a company that makes microprocessor chips, Intel could easily avoid marketing to consumers and only create strategies focused on computer manufacturers. However, they have used this to their advantage by branding themselves and then co-marketing with their buyers. Consumers expect to hear “Intel Inside” and see the Intel logo at the end of a PC commercial no matter the computer manufacturer.
In today’s B2B landscape, customers may ask sales staff on the floor, “What processor is in the computer?” Because they have been targeted by Intel, they already know the brand, they know the processing power and they know what they want. Consumers have shown that they find it important what ingredients are being used in their end products. This is a great example of a B2B company marketing to consumers to increase demand.
Your B2B Industry can Interact with Consumers
In the manufacturing industry, typical buyers might be architects, engineers or specifiers. But look at potential consumers who shop online or commission projects from the architects and engineers. Targeting the end user will increase demand for your products in new ways.
The pharmaceutical and healthcare industries typically sell to physicians, pharmacists, nurse practitioners and hospital executives. However, there are marketing opportunities to other audiences such as patients, their families, disease awareness groups and nonprofit foundations. The pharmaceutical industry already takes advantage of some of these opportunities. But consider the increased ROI by other healthcare sectors with direct targeting of consumers.
Energy suppliers most often interact with government officials, retail distributors and utility companies. These energy sector companies can also benefit by going directly to the general public who consumes the product to deliver their message, bolster their credibility, enhance their reputation
and/or increase demand.
Channels to Connect with Consumers
There are many effective ways to communicate your brand to a younger, more informed audience as well as the new audiences who are unfamiliar with your product. Use print, digital marketing or television advertising to engage new audiences and market your brand. Develop a social media strategy to reach young consumers who want to see a social media presence that shows personality. Create an engaging, consumer-oriented website with minimal industry lingo to become more relatable. Customers will expect to see your components in their end products.
Connect with Your Audiences Today
Whether you’re looking for someone to reposition your company or create a new marketing plan that connects with your audiences, we can help. Paragraphs is a branding agency that has worked with clients of all industries and sizes develop creative and impactful strategies—to both existing and new audiences.
To get started, say hello by giving us a call or sending an email.
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