As marketers, we have often thought of ourselves as either targeting businesses or consumers to buy our products and services. A whole range of books and an endless stream of blogs can tell us how to succeed using either of these schools of thought. We can look to some companies that are known for how well they seem to manage one or the other… but we’ll miss the opportunities technology is giving us today.
In my marketing career, I have helped sell everything from 99-cent impulse bags of potato chips in the grocery store to multimillion-dollar, multi-year market research programs to global Fortune 100 companies. Through all of that, I have never been more excited about the potential opportunities we have to connect with potential customers in new ways, all thanks to technology.
What is “B2P Marketing”?
It’s not surprising that emotions and perceived relationships with brands ultimately influence brand recommendations and purchase decisions. The key here is to recognize that these decision makers and influencers can often be entrusted with major investment choices and may need to be champions within their organization when they recommend buying from you. If you build valuable relationships with each of them, they may one day be your most effective salespeople – telling their internal stakeholders and their peers how your solution can help.
Why does “B2P Marketing” matter more now?
With the rise of social media and engagement, it has become increasingly obvious that we are all targeting people – those people who make the decisions whether or not to purchase what you are trying to sell. These people we are targeting are consuming media like never before, across a range of social platforms such as Facebook, Twitter, LinkedIn, and so much more.
Individuals are looking to connect online with brands that matter to their personal choices (which is why I’m a fan of Dairy Queen on Facebook…) and also to inform their professional choices (which is probably why companies like Financial Times have over 500,000 Facebook fans and counting).
What are the keys to success for B2P Marketing?
While B2C marketers may have led many areas of the social media charge until now, if you sell to businesses, you will want these tips to earn your way into decision makers’ Twitter feeds, Facebook News Feeds, work email Inboxes, and conference packets. These keys to success can get you in touch with your decision makers across your entire social and marketing strategy: