“ It feels like I’ meters talking to a wall. ”
This is the utterance you might hear from a person in whose counterpart in a conversation is not especially engaged. If you’ ve already been there, then you know it’ h not a great feeling.
But one of the biggest problems in B2B content marketing is really the reverse: people tend to seem like the brands marketing to them would be the ones talking to walls – as with, speaking to them as if they were a good intangible corporate entity rather than an individual.
Because of this, “ business to business” could be a troubling misnomer. In this discipline, we’ re not really marketing to companies – buildings with walls plus stairs and desks and chair – but the people who live in those buildings.
And in order to be really effective, we need to break through this particular wall and achieve meaningful human being connections. That means striking notes associated with authenticity, emotion, and distinct individual relevance.
The good news? It most certainly can be done along with fun, flair, and finesse. Plus plenty of brands are doing it nicely.
Beneath, we highlight seven B2B brand names that we feel are setting an excellent example with their approaches to customer connections and conversations.
These B2B Brands Accept the Human Touch
#1 – Slack*
Their cooperation hub is a business solution, assisting organizations produce better work more proficiently, but that’ s because it can make life so much easier for the individuals who use it. When a business switches into Slack , it’ s usually because the employees made a drive for it by consensus. Accordingly, the particular company’ s message tends to be geared toward those professionals, and not just the decision manufacturers or executives who ultimately keep the buying power.
Slack’ s Twitter account is definately not a stuffy business feed. In addition they run another account called @SlackLoveTweets , which amplifies the sounds of relatable everyday users who have express affinity for particular top features of the product. And if you scroll via Slack’ s blog, Several People Are Typing , you’ ll discover plenty of posts that focus read more about the people doing the work than the work alone.
For example , a recent piece titled A Slack Facts Going Out of Office opens with this understanding paragraph:
Even though many of us daydream regarding our next vacation, there’ h a real fear about being able to disconnect, leave your team and tasks behind, and return later along with minimal disruption. It’ s challenging, and it’ s natural in order to ask yourself, What will happen at work whilst I’ m gone, and how am i going to ever catch up when I get back?
Wow. And check out this little gem.
#2 – MailChimp
The email marketing platform received lots of positive attention last year for its first large-scale marketing campaign , which was tremendously fun and smart. Riffing on slight misspellings from the brand name (and Google’ s knack for determining a searcher’ s i9000 intent with “ Did a person mean X? ” ), MailChimp and agency Droga5 developed series of faux products, short movies, and songs.
The video below explains the explanation behind this effort and displays some examples:
MailChimp’ s people-first branding is also displayed on their Instagram account . Here’ s the snapshot of recent posts on the feed; not exactly the typical dried out B2B fare:
#3 – WeWork
A provider of flexible work place, WeWork has exploded rapidly since being founded this year. Earlier this year, the company launched an in-house creative agency, which put folded out its first campaign in-may. The series of digital spots showcased workers in cramped, undesirable workplaces juxtaposed against open, comfortable workspaces.
WeWork’ s VP of creative technique explained the thought process behind the campaign technique to AdAge:
“ We wanted to create something that was relatable, ” stated Michael Fitzsimmons. “ The situations in the videos … represent genuine challenges that a lot of businesses deal with every day. ”
More importantly, the scenarios represent difficulties that the human beings at those companies deal with.
#4 – DivvyHQ*
Offering a specific platform for planning and carrying out content marketing initiatives, DivvyHQ markets to a particular type of professional: content marketing supervisors and others in charge of running content groups and strategies. As such, you’ lmost all find plenty of posts on their blog that will speak directly to this cohort (e. g., Brand new Marketing Technology Trends: 5 Takeaways for Content Managers ), even if that means possibly turning away folks who fall beyond it.
“ While it’ s obviously precious to obtain and keep the attention of people that are in your target audience, it can be almost similarly valuable to avert those who are not really. In this regard, many content marketers can stand to be a bit more forthright plus frontal. ”
Additionally , DivvyHQ will often include recognizable themes and references in order to business-oriented content, making it more sticky with the humans reading it. For instance , last year they released a content strategy instruction built around Back to the Future . More recently they had the blog post on enterprise content collaboration — a good innately humdrum topic — plus spiced it up with a Star Travel spin.
#5 – Antea Group*
Here’ h another company that seeks out there personally relevant angles for or else straightforward subject matter. Antea Group is a global EHS and sustainability consulting firm, and frequently adds some pop culture taste to blog posts in order to catch visitors.
For example, an EHS overview has more pull when it’ s full of inside jokes plus memes from the comedy flick Work place . And a writeup on security compliance is much more fun when presented as a way to escape the nefarious Demogorgon from the Netflix show Stranger Points . The latter write-up even included a customized contact page for the fictional monster.
#6 – Cisco
The global technology conglomerate has existed for more than 30 years and is nevertheless going strong, largely because of its experience and propensity for staying in front of the curve. Our topic at hand could be the perfect example; Cisco ’ s VP of EMEA Advertising was espousing the importance of “ human to human being marketing” years ago.
“ Technology has been the particular enabler and supported how advertising has evolved and is now achieved, ” wrote Jeremy Bevan . “ Yet has the outcome of marketing really transformed? If we take away technology and get back to the fundamental basics – what are all of us as marketers really here to perform? It is quite simply to be ‘ individual. ’ ”
Cisco has long prioritized corporate social responsibility initiatives and often highlights a deeper purpose via emotionally driven campaigns. Here’ ersus a great example:
“ If you possibly can imagine it, we’ ll develop a bridge to get you there. ” Effective stuff.
#7 – Zendesk
“ It can be difficult for B2B companies to find the balance between laughter and professionalism on social media , ” wrote Lindsay Kolowich inside a post for Content Marketing Start (CMI) last year. “ But Zendesk is one of the B2B brands that’ h really nailed it. ”
Indeed, it has become a signature for the customer service software program company. You can check out that CMI post for prime examples or simply scroll through Zendesk’ s Twitter feed to get plenty of casual and informal vocabulary that strikes a chord along with everyday folks.
For a taste of the brand’ s humorous and edgy undertake B2B campaigns, watch their traditional “ I like it when this individual gives me the business” ad from the years back:
No More Company as Usual
The days of companies talking to wall space need to end. Whether B2C or even B2B, if brands cannot hit an authentic and human tone using their audiences, they’ re going to obtain shut out. When crafting your own message, think always about the individuals at the businesses you’ re advertising to, rather than the businesses themselves.
This is an essential tenet for modern strategies, plus central to our content advertising approach at TopRank Marketing. Get in contact if you’ d like to find out more; we promise you won’ capital t find yourself talking to a wall.
The days of companies talking to wall space need to end. Whether #B2C or even #B2B, if brands cannot hit an authentic and human tone using their audiences, they’ re going to obtain shut out. @NickNelsonMN Click In order to Tweet
Want more examples of brand names engaging in customer-centric marketing? Check out these types of helpful posts:
*Disclaimer: Slack, Antea Group, and DivvyHQ are TopRank Marketing clients.
If you liked Flicking the B2B Marketing Script: seven Brands That Talk to Consumers, Not really Companies by Nick Nelson Then you'll love Miami Internet Marketing Consultant