全人安布思沛-B2B模式：加速新品牌增长-2024.9_12页_1mb

TOTAL PERSON B2B MARKETING SUMMARY

Core Content

The document outlines the concept of Total-Person B2B Marketing, emphasizing the need for B2B brands to align their communications with the personal and professional interests of their buyers. It highlights that the B2B buying process is increasingly competitive and emotionally driven, with brands that successfully integrate both professional and personal decision drivers seeing significant advantages in performance metrics.

Main Points

1. B2B Decision Drivers Are Becoming More Personal

• Trend: 38% of B2B buyers’ decision drivers were personal in 2021, now 52%.
• Top Considerations: Buyers look for brands that are thought leaders, a good place to work, and make them feel safe.
• Performance Gap: Brands that ignore emotional and value-driven messaging fall behind in sales cycles, future spend, and product adoption.

2. The Need for a Total-Person B2B Communications Approach

• Definition: Total-Person B2B goes beyond titles and job descriptions to connect with buyers as individuals.
• Importance: It is foundational for Account-Based Experiences (ABX), enabling personalized messaging across the buyer journey.
• Buyer Journey Complexity: The average B2B buying decision spans over 300 days, requiring sustained engagement and relevance.

3. Three Principles for a Total-Person B2B Approach

01. Have the Most Interesting Things to Say Where People Are Most Interested

• Attention Economy: Marketers must create content that is engaging and relevant to where buyers spend their time.
• Creative Strategy: Avoid generic messaging; focus on formats and platforms that resonate with buyers’ interests and behaviors.
• Platform-Specific Content: Tailor creative to the platform, ensuring it stands out and is clearly branded.

02. Think About Your Platform as Much as You Think About Your Content

• Context Matters: The platform where content is delivered significantly affects its impact.
• Ecosystem Planning: Develop a format-first strategy that leverages the strengths of different platforms.
• Collaboration: Ensure media, creative, and marketing teams work cohesively to create bespoke, innovative content.

03. Plan for Moments That Matter

• Buyer Journey Mapping: Identify key moments in the buyer journey to deliver timely and relevant messaging.
• ABX Strategy: Use account-based experiences to reach individual stakeholders, not just the company.
• Measurement Across Stages: Track performance throughout the buying cycle, not just at the end, to optimize engagement and conversion.

Key Information

• Shorter Sales Cycles: Brands that integrate personal and professional messaging see a 27% reduction in sales cycles.
• Future Spend Increase: These brands drive nearly 3 times more future spend from customers.
• Higher Adoption Rates: Achieve almost double the adoption rate of competitors.
• Better NPS: Receive significantly higher Net Promoter Scores (+83 vs +23).

Considerations for Marketers

• Competitive Analysis: Understand the current landscape and anticipate future trends.
• Audience Segmentation: Map and optimize the customer journey using targeted segments.
• Content Strategy: Develop content across all channels with a performance-driven approach.
• Internal Alignment: Ensure Sales Enablement and Marketing collaborate effectively.
• Technology Integration: Implement a data strategy that integrates marketing, sales, and performance tools.
• Channel Coordination: Coordinate marketing efforts across brands and lines of business.
• Goal and Metrics Definition: Define clear goals and KPIs to measure marketing success.
• Innovation Investment: Allocate budget for testing new channels and tactics to future-proof marketing efforts.

Case Study: Workday's Rock Star Campaign

• Success Factor: Built on both professional and personal interests (sports and travel).
• Media Strategy: Leveraged breakthrough placements to bring humanity to B2B messaging.
• Outcome: Sustained success due to relevance and emotional connection.

Tools and Research

• Merkury: A global data, identity, and insights platform used for deep buyer understanding.
• Superpowers Index: A tool from dentsu that identifies key attributes influencing buyer decisions.
• Attention Economy Research: Highlights the importance of creative strength and brand visibility in driving sales impact.

Conclusion

Total-Person B2B Marketing is essential for future-proofing brand strategies. It requires a shift from purely functional messaging to a more human-centric approach, leveraging insights, platform-specific creativity, and strategic timing to connect with buyers on both personal and professional levels. This approach leads to better engagement, faster conversion, and long-term brand loyalty.