Humanizing B2B Marketing: What Most Brands Get Wrong

Your B2B Marketing has the potential to drive deeper impact if it’s humanized in a more strategic manner. With the ton of marketing automation choices available to marketers today, the biggest issue is that many B2B marketing teams end up writing mass mails to prospects who aren’t really in-market for their product or service or, they end up writing to those that genuinely have no interest. While these are two of the common factors that may affect eventual marketing ROI, the other lies in not humanizing the B2B marketing effort or content well.

Mass emails and cold calls that sound scripted or those that look like they haven’t been personalized enough will end up negatively impacting a marketing plan and will lead to churn, with prospects either unsubscribing or marking you as spam.

B2B tech marketers today need to focus more on building real human connections with their marketing plans, this is where humanizing the effort becomes the core of the marketing cycle.

Here are a few key, immediate factors for modern B2B marketing teams to consider in order to get ahead when it comes to humanizing their B2B marketing efforts:

Understand the B2B Market / B2B Tech Market

Today’s prospects in the B2B tech segment are not just spoilt for choice when it comes to choosing from the wide range of SaaS tools openly available, B2B tech marketers need to keep in mind that whoever they are thinking of reaching out to is also being bombarded by marketing emails of their key competitors and every other product out there.

Diving deeper into the actual real-time customer trends and expectations of the market, where personalization is the name of the game is needed, to boost impact, this lies at the core of any successful marketing plan today. Taking it a step forward, ensuring that a marketing outreach does not sound robotic or doctored leads to a better humanization element that can potentially help build better customer bonds for the long term.

When a prospect or customer is in-market for your product or service and when you reach out with a deeper level of personalization, the chances of moving the prospect along the B2B buying journey will be much higher.

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Tap into your Prospect’s FEAR and Emotions

Knowing what titles within a business to reach out to is a primary step for any B2B marketer or technology marketer. Once you have this sorted at the ground level, knowing how to tap into those prospect’s key emotions to create impactful marketing messaging can lead to better humanization.

For instance: If you have an HRTech product that you’re trying to boost market growth for, the target titles within the business would be a lot different than when you’re promoting a martech product. The set of fears or challenges that both these profiles or teams would face is also largely different. Knowing how to tap into those emotions can help B2B tech marketers craft better and more segmented campaigns that yield results faster, a need of the hour especially in a marketplace that is intensely dynamic and competitive.

Remember: Prospects Buy Into a Product or Service when they see Real-Value in it

Gone are the days of mass mailing and sending the same message out to long lists of prospects. Doing this can in fact affect a brand’s domain and reputation.

What modern marketers are meant to focus on now are the strength of their storytelling and how they are able to bring out the true value of the product and service they provide. This again is the basis of a strong humanization effort in which marketers learn to speak to the prospect’s key pain points and challenges by portraying the best of their products and services with backed up data and real-time testimonials.

Humanization is the need of the hour because B2B tech marketers are expected to do more with less today and have to prove actual results that help fuel their brand’s pipeline health and sales efforts.

Vanity metrics don’t cut it anymore and this is what seasoned marketers swear by. At a time when the technology and SaaS marketplace is undergoing major shifts in terms of trends, buying behaviours, consolidation and more: B2B tech marketers are expected to be more in tune with changing demands while working closely on only that which can impact actual company ROI.

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