For so long B2B marketers have had the concept of targeting businesses and corporates with their marketing activities and sucess is ultimately achieved by the number of new businesses acquired by a particular campaign.
But things have changed now.
Yes B2B is still business to business but if you think about it, you have always been targeting a person within that business to influence and direct your messaging towards right? It’s that one person who is seen as an influencer or a decision maker, it’s not the business that makes the decisions it’s that one person (together with the influencer) whether it be a buyer or I.T Manager or an Architect. It’s the one person who either engages with your brand or messaging or passes it on. So is this person to person (P2P) marketing or even business to person (B2P) marketing to be a bit more specific?
Heard of the saying “Campaigns are only as good as the data?” How many times has incorrect data let you down? The data consists of people right? How many times have you had direct mail/e-mails returned because the target had opted out or no longer works there? It’s not the companies who are opting out, it’s the individual. Again is this classed as P2P marketing? It’s up to marketers to market person to person (P2P) and not B2B.
P2P marketing is about getting upclose and personal, engaging and building relationships with individuals within businesses by creating engaging content and using the tools (particularly social media tools) necessary to assist with targeting the right person with the right message at right time with right medium. Be it social media, which in my opinion is the best form of P2P. By creating these online communities you can comunicate on a person to person level and provide them with much more specific, focused and relevant content. No longer does broadcasting the same message to 100 buyers or any other target work, each buyer is different. They all have different buying habits, processes, personas and thoughts.
So of you did a bit more P2P and less B2B do you think you would see better conversions if you knew your audience better? Would you see more engagement with your brand or you? Could existing and new relationships be strengthened for you or your sales force?