A human approach to B2B – Part 2: embedded values mean consistent interactions

Giving mixed messaging to your customers could see your brand suffer in the long run.

Last week, we wrote a blog about the importance of using authentic, conversational language when creating B2B content. While B2C marketing has long been successful at taking a human approach to product/ service selling, the B2B sector tends to forget that – behind the ‘business’ label – their marketers are still dealing with real people.

But authentic connections aren’t just achieved through the content you write. Every time your business interacts with a customer – whether online, offline, or indirectly – your brand message is being reinforced.

So, what does that mean for your company?

There is opportunity in every touchpoint

Every time your audience interact with your company, their attitude towards your brand is being shaped. It’s easy to think that some interactions with customers are more important than other others, yet it’s this thinking that can see brands limit themselves.

If, for example, your company are selling sustainable furniture to office spaces, you might assume those first interactions with potential customers are where effort should be concentrated. Brands will focus on creating a positive brand experience so that customers buy their product, yet interactions made after a deal has been secured or following a customer’s decision to choose another supplier are still equally important. What about when the office fitters get in touch with your sales team to discuss dimensions – have you thought about how your brand is reflected in those communications too? Or what if there was a product fault six months later and the office operations manager tried to contact your company? Don’t underestimate the value of these touchpoints with your audience.

Most of us are familiar with the sales funnel as a tool for helping marketers shape their communications and content. It’s a visualisation of your marketing and sales process and where your potential customers fit in.

While traditionally, the funnel used to end when the target consumers were converted into sales qualified lead (SQLs) – i.e. they’ve decided to buy the product. However, brands are increasingly noting that sealing a sales deal is no longer the end of the line. Now there is an emphasis on ensuring sustained customer relationships beyond product selling.

Interactions should be consistent  

So, we’ve established that every interaction a customer makes with your brand is important – what next?

For your brand experience to be wholly successful, your online and offline touchpoints with customers at every stage of the buying journey should be consistent. If your brand promises a personalised and buyer-centric sales experience when you’re first pitching your product but then later on the sales team send out generic emails and claim they can’t accommodate amendments to the terms, your customer will be left confused about your brand’s approach.

Consistent touchpoints between your brand and your audience:

• Make your brand recognisable
• Builds trust in your brand
• Sets and manages expectations

It’s important that the positive brand interactions communicated on, say, your social media are also reflected when a customer emails in, or picks up the phone, or even if they run into a member of your team at a networking event. Consistent touchpoints build brand image.

Embedded values are crucial

Values are the underpinning of any brand. Without knowing what you stand for your output will lack focussed direction and your communications will not correspond with one another.  

It can be easy for brands to neglect this aspect of company development and prioritise evolving their product/ service or making more sales. However, your brand will ultimately achieve more from taking the time to establish business values.

Consider your aims and priorities as a company. From here you can figure out how you want to be seen. Are you a new start-up looking for your interactions with customers to be playful and friendly? Or perhaps your brand is built on a long heritage, in which case your touchpoints might reflect this experience. Keep everyone in the team up to date with personas, aims, and messaging. Make sure everyone is confident and comfortable with the values you’re looking to promote and reflect.

Embedded company values aren’t just important for consistent customer interactions, they can also give your team more confidence. If employees know what their stance is and feel that every team member is connected by a shared message, then they will be more likely to reflect it in their work.

And don’t forget that once you’re sure of your brand values, you can look into developing content that reflects them.

Looking for advice on creating a B2B marketing strategy that speaks to your audience? We can support your in-house team and generate the copy you need. Contact us today. We’re always happy to meet face-to-face or virtually.

If you need support to write engaging, audience-driven content for your B2B brand or agency, contact Copestone today.