“There is no more B2B or B2C. It’s H2H: human to human.” – Bryan Kramer
So true, Bryan, and it’s something B2B marketers often forget. The unnatural division of business-facing and consumer-facing marketing tactics has (for the most part) become obsolete, yet many still cling to the outdated notion.
The fact of the matter is, whether you’re selling software or designer shoes, the person on the other side is still a real, live person. But many B2B marketers focus too much on the features of their product or service and not enough on connecting with their audience as humans.
So here are a few examples of how B2B marketers can get inspiration from B2C emails and apply the human element to their own strategy.
1. Want more info about subscribers? Just ask!
Communications from brands don’t have to be a one-way street. This email from Loft showcases a smart tactic: Instead of waiting and hoping to learn more about your subscribers, simply start a conversation by asking them for more info. You’ll get useful data, and they’ll get more targeted, relevant messaging.
2. Tell your subscribers what to do next.
Sometimes after making that very first connection with your brand, new subscribers aren’t sure exactly how to move forward. Make it simple (and keep them interested) by guiding them through a few next steps they can take – “check out this content,” “follow us on social,” “request a trial,” etc. – like in this email from Influenster.
3. Answer their questions before they even ask.
As a B2B marketer, you likely have deep insights into the pain points your target audience will have. Take a note from Keurig and address subscribers' questions and concerns before they even come up by sending them helpful content. It establishes your credibility and increases the likelihood they’ll turn to you when it comes time to buy.
4. Be authentic.
At the end of the day, your audience understands that your brand will occasionally make a mistake. So don’t try and sweep any issues that arise under the rug. Instead, just be transparent and apologize when things go awry (throwing in a special discount for their troubles like Beloved doesn’t hurt, either!).
5. Show them you’re paying attention.
People love (and respond best to) messaging that’s catered to their specific needs and interests. So instead of blasting your entire audience with the same messaging and content, send them targeted, relevant, hyper-personalized email, like in this example from Airbnb. Your subscribers will reward you with long-term loyalty and big results.
Does your B2B company look to any B2C brands for marketing inspiration? Let us know in the comments!
About the Author
McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.Follow on Twitter More Content by McKenzie Gregory