Companies can relate to their customers in various ways; people, products and, of course, brands. Brands are promises that “maybe” become realities over time with the correct involvement and strategic coherence of a company in its way of doing things, if not… they will be simple intentions. Customer experience is a great way to ensure, in the eyes of your customer, that what you promised them with your brand will come true.
B2B/Industrial and B2C brands differ from each other in several aspects. Firstly, the nature of the B2B world tells us about a long-term, high-risk purchasing decision, as the purchase quantities are large and there are opportunity costs. Many people are involved in the decision, the future relationship will be more continuous, the weight of people is (paradoxically) much higher than in B2C, especially due to the work of the salesperson. Lastly, word of mouth has a greater resonance as it is a more limited world. In the B2C environment, on the contrary, we are talking about a purchase decision that is often impulsive or short-term, with little risk, few people making decisions, a shorter relationship with the product, people have less impact on the customer experience (distribution networks are the ones that bring the product closer) and word of mouth also counts for a lot.
For me, the main difference is in the positioning in the mind finland business email list of the client. B2C brands are usually based on a single, rather emotional aspect (security, quality, fun, etc.), but in B2B we can recognize several (rational and emotional) aspects that coexist at the same time (technical solvency + sector tradition + innovation, for example).
All of this has a direct impact and relative importance when making decisions where the B2B/Industrial meaning or brand has a greater weight at the time of the B2B decision than the B2C meaning or brand at the time of the B2C decision. Undoubtedly, in both cases we are talking about “trusted stores” but based on different aspects. Let's delve deeper into Industrial brands.
In my own experience with the B2B or Industrial brands I have collaborated with, each one has its own recognizable personality (sometimes not so proactively worked on but transmitted through values deeply rooted in people) and going beyond its message and promise, its effectiveness is based on a reputation over time implemented in:
*Human Empathy.
The most important thing for me. The B2B or Industrial world is about people. When it comes to helping, selling, sharing, solving problems, etc., anything other than having the ability to relate humanly and put yourself in your client's shoes will create an inconsistent brand experience. The relationship is not only a matter of the Sales team, a big mistake in the industrial company. Management, Marketing, etc. We are all people with emotions and moments that we can connect with. We have to be there and create spaces that promote it. The attitudes of each of these people are the most powerful vehicles for a brand. In a B2B decision-making process, 4 to 6 people can participate, plus the 2 or 3 from my company, and... it can take up to a year! So, what level of empathy can influence a final decision?
*Technical capacity.
Industrial or B2B markets base much of their interaction on products or services, in many cases components, that handle a high level of technical complexity for later transformation or use. Ensuring the mastery, proper functioning or support of this technical “risk” is vital for a B2B/ Industrial brand.
*Medium.
Relationships are ongoing over time, so ensuring that the entire process goes well is key. Unlike B2C, the customer does not die after the purchase, but is born. Making it clear to them that everything will go well by helping them with the incident with qualified people, SAT, Marketing teams, prescription teams, etc. is vital.
*Product or service
Fundamental, it implements the relationship, but be careful! Let's not fall into the famous "Marketing myopia" that Mr. Levitt told us about some time ago. Our clients connect with us through the product or service to resolve other "issues" such as generating business, prestige, feeling safe or having a light that guides them. Let's be good with the product but let it solve something.
*Word of mouth.
As we mentioned earlier, only if my community is sure of my intentions will I be able to be credible and convey my promise. It is key to know how to listen to what they say about me, to be humble in my mistakes, transparent in my message and to convert a client's opinion into content that can help others.
*Focus and Value Proposition.
In these times we can no longer pretend to mean the same thing to everyone. The industrial or B2B world is globalizing and we have to decide where we want or can be relevant. Segmenting accurately and developing value propositions adapted to segments implies adapting my brand message and it can no longer be universal. Added Value is another aspect; making a customer's life easier or helping them develop a business has clear repercussions on brand positioning.
*The forms.
The key. Your track record, your consistency, your message in the mouths of people and in the resonance of your decisions. In short, your reputation over time. This is about internal conviction, belief in the path, shared values and exquisite care of forms. This is the best brand, the invisible one, the one that is born from the vision and conviction of the organization and its community of clients.
*Non-client communities
The days of dealing only with my industrial client are over. Integrating ecosystems and generating meanings throughout the chain is essential. My client's client, the prescriber, the end user, the politician, etc. are my community and they want to know and learn what we do and how, in addition to participating. It is essential to relate "downstream" and adapt the form of the message and meaning to the language and channel of each one. This is where the importance of the digital channel for the industrial company arises.
*Modesty.
What can I say here that isn't already known... Great meanings (people, companies, etc.) are created by being credible and approachable, which is born from error and mistakes. Recognizing this and learning from it has a very strong impact. Even more so in a B2B world where everything has great resonance and dealing with "you to you" in the same language is vital.
