By: Vicky Wu, Junior Strategist

In the past, B2B marketing resembled news broadcasts with characterless voices simply keeping people up to date about the latest happenings in their industries. The tone was strictly professional, and the interactions were straightforward and impersonal. However, as we've witnessed a shift in the B2B demographic, with 64% of them now being millennials and Gen Z, marketers must adapt accordingly. 

Today, audiences are tech-savvy and actively seeking brands they can connect and resonate with. They desire not only to hear from brands but also to be heard themselves. It's time to address the audience as individual decision-makers rather than treating them as generic companies. 

As you can imagine, this requires going beyond the basic product announcements of the past. Brands need to have a deep understanding of their audience, develop a brand persona that resonates with them, and employ the most effective tactics to drive engagement. This includes assisting them in advancing their careers, fostering a like-minded community, actively listening to their audience, and ultimately turning them into brand advocates. 

Help people level up 

This is a classic example of the proverb, "The fragrance always remains on the hand that gives the rose." By actively supporting and empowering individuals to grow professionally, brands can, in return, foster stronger connections, establish trust, and position themselves as invaluable partners. 

Salesforce's annual conference, Dreamforce, puts this into practice by bringing professionals from all walks of life together. Attendees have the opportunity to participate in mind-blowing educational sessions, networking opportunities, and unique hands-on experiences. 

Foster a like-minded community 

Just like Aristotle said, “we human beings are social animals, it’s natural that we like to be in a like-minded group that shares same interests or similar paths.” Now when we apply that to the B2B marketing setting, we notice people are looking for communities to share their opinions, learn about latest industry information, and gain inspiration from thought leaders. In short, they’re looking for a place to see and be seen.  

“62% of millennials and Gen Z believe that B2B brands have the power and resources to create communities based on common interests and passions.” (Marketing Dive, 2020)  

By leveraging its audience base and resources, HubSpot has demonstrated how to successfully cultivate an expansive community that serves as a central hub for marketers, sales professionals, and business owners alike. This community has become a go-to knowledge hub where marketers can access valuable resources and gather insightful information. 

Actively listen to audience 

The best way to stay relevant in your audience's eyes is by actively listening. When customers feel heard and understood, they develop a sense of trust and connection. It also allows brands to engage in meaningful conversations, resulting in a deeper relationship. 

Mailchimp shows its commitment to active listening with its "Meet the Founders" program. Here, customers can have one-on-one conversations with the company's co-founders, share their experiences, and provide direct feedback. This helps Mailchimp easily identify and address their pain points. 

Turn customers into advocates 

When customers feel supported by brands and the communities they foster, they develop a stronger connection and a deeper sense of appreciation. This approach is also more cost-effective than relying solely on traditional advertising, as prospective customers are more likely to trust recommendations from their peers. 

The IBM #LetsCreate campaign highlights users who demonstrate how they utilize IBM products to find creative and innovative solutions for complex business challenges. By promoting these industry pioneers, IBM is able to position itself as a leader in driving transformative change through the combined power of technology and human ingenuity. 

Conclusion 

Simply selling products doesn't work for B2B marketing anymore. It's time to get personal and encourage active participation by supporting individual growth, building communities of like-minded professionals, and genuinely listening to your audience. From there, you can foster enthusiastic brand advocates and develop stronger customer relationships, leading to a more robust and innovative presence in the B2B landscape.