• by Arvind Parthiban , Columnist, June 6, 2018

Within B2B, even the biggest industries are typically small communities. Meaning, there are only so many decision makers when it comes to choosing a vendor, and everyone within the industry knows each other. Within such an environment, it’s vital to think of creative ways to pull customers from the competition and gain that needed edge. 

Disrupt a Conference

If the market leader in your industry hosts a conference, then you have a prime opportunity to get in front of qualified customers. Within the B2B space, it’s critical to make a splash with your marketing in order to get noticed. Consider “taking over” the competitor’s conference by giving away Starbucks cards to attendees or offering free lunches or dinners to the best spots in town. Don’t make it an overly strong product pitch, but instead focus on brand presence and adding some levity and excitement to what might otherwise be a boring conference trip. 

Consider some geo-fenced ads around the perimeter of the conference arena, or if the conference is in Vegas use some mobile truck advertising to build recognition. The main goal with such a conference takeover is to simply get on the customers’ radar. So when it comes time to review budgets and think about their current solutions, you’ll be at the top of their mind as a replacement. 

Scour Social Media

Business-to-business firms and can position themselves nicely if they review social media — specifically the accounts of their competitors. For B2B, look at the LinkedIn contacts for key people at your competition. If you offer a cloud-based technology solution, then check out the profiles of the CIO, CTO, and upper-level IT managers. They’re very likely connected to the decision-makers at their customers’ firms, and you can simply introduce yourself as a connection. You can also “follow” competitor employees to see their conference habits, new connections, and other related activities. Again, you aren’t doing an immediate hard sell, just opening up a communication channel and presenting your company as an alternative. 

Make it Personal 

While B2C marketing should be “personalized,” B2B requires a personal touch. It’s vital to think about who you are selling to, and then focus on personal development. You need to look at engaging your competitor’s customers as much more than a business transaction, but as a way to listen to their story and tell your own. Remember that you’re dealing with people who are trying to get through life the best they can.

Develop relationships that go beyond the surface of “pick my company” and relate to people on a more human-to-human level. Perhaps a potential customer’s management team is engaging in a bike ride to raise money for disease awareness. Dive into the cause with some of your group as bike riders or donators as a way to develop a friendship and to further the strength of your industry community. Business relationships are really about finding that “common ground” not simply conducting transactions. Encourage your staff to engage with prospects as people to maximize results.

Success in B2B means going after the competitor’s customers with creativity. Challenging the status quo is a requirement, and forces the up-and-coming firm to do things that well established players would not attempt. Doing these three strategies proficiently can help a brand to prove their critics wrong, and plant their own flag in their industry through innovation and hustle.