The Influence of B2C on B2B: Humanizing the B2B Buying Experience
The distinction between B2B and B2C buying experiences is fading. B2B buyers now expect the same personalized, seamless, and engaging experiences they encounter in B2C environments. Join Jessica Deckinger and Oana Manolache as they share how B2B companies can humanize the buying journey by adopting customer-centric approaches, the role of data in driving personalized experiences, and how companies can leverage technology to meet evolving customer expectations.
In a riveting discourse on Game Changers, Jessica Deckinger, the operating partner at ClearHaven Partners, delved into the redefinition of the new age B2B. With her rich experience in both B2C and B2B marketing, Jessica offered insightful perspectives exploring how the application of B2C strategies could shape an invigorating B2B outlook.
It’s common knowledge that the buyer’s journey has evolved dramatically in recent years, with each interaction steeped in greater complexity and unpredictability than before. Jessica shed light on the need for businesses to adapt to this complexity through multi-medium outreach strategies. The essence of her argument was the significance of constructing a compelling narrative catered to different learning styles given the diversity of individuals in the audience.
The core of the conversation, she suggested, should revolve around the quality of content rather than merely the quantity. A notable emphasis was placed on video content, lauded for its potential reach across a wide spectrum of consumers. As Jessica aptly pointed out, video content, powered by sophisticated AI, can achieve scalable, personalized communication that aligns with a rapid comprehension rate. A striking study she mentioned underscored the potential of video content, claiming a 90% retention rate and an absorption rate that’s an incredible 64,000 times faster than written content.
A fundamental shift in perspective toward B2B marketing was illustrated by Jessica, who highlighted the critical role of consumer psychology. She argued that businesses cannot afford to overlook the human emotion that surfaces during decision-making processes, which can be no different within a corporate landscape.
Jessica’s sentiments were echoed by the audience as she explored the profound impact of artificial intelligence (AI) on aspects such as B2B marketing, customer journey, forward-looking analytics, and personalized communication. She coined AI as a ‘copilot’ to the content specialists, instrumental in pattern identification, data analysis, and informed decision-making.
A unique approach mentioned was blending B2C and B2B strategies in marketing. The targeted customers in B2B, they urged, should be treated as individual humans and not just corporate entities. They assertively advocated for predictive solutions to customer pain points and the delivery of personalized products as a pathway to heightened customer experience. Employing AI for predictive forward-looking analytics was also recommended as an innovative strategy for planning marketing efforts.
Hence, it can be concluded that the amalgamation of B2C and B2B strategies combined with AI holds a promising future for businesses. It’s high time for businesses to take note and start adapting.
