Win B2B clients using the psychology of marketing
We look at the three B2B buyer types, what makes them tick and ideas for humanising your brand to get more sales.
No matter if you’re selling to consumers or to businesses, you’re actually selling to people. Real people with real emotions. They find panel shows funny. They weep at RSPCA ads with ‘emotive’ piano music. They become increasingly enraged when their laptop just keeps freezing…
By ignoring the importance of the psychology of marketing, particularly in B2B, you’re missing out on tapping into their emotions and developing a deeper connection with your clients… one that transfers to sales
Does psychology work for B2B marketing?
B2C marketers have used psychology for eons. “Are you exhausted by dragging food back to your cave? Mammoth too tiring to transport? Introducing: the wheel!”
McKinsey Quarterly wrote that “Long before behavioural economics had a name, marketers were using it. ‘Three for the price of two’ offers became widespread because they worked – not because marketers had run scientific studies.”
It’s so prevalent because it sells. But while 3 for 2 works might work well for cans of Heinz beans, the same can’t always be said for B2B. Even if buy ‘em cheap and pile ‘em high makes sense ‘rationally’. B2B marketers undervalue psychology because some falsely believe that B2B buying decisions are made purely rationally.
But in reality, psychology shows us that our decisions are based on emotions, no matter how rational we think we are! If we want to hook B2B decision-makers, we need to get emotional.
The B2B buyer types
To know which emotions to tap into, we need to know what makes our clients tick. Geoffrey A. Moore’s book Crossing the Chasm talks about three types of B2B buyer:
Type 1: Visionaries
Visionaries take risks. They bungee jump and try exotic foods and get up and dance at parties. They’re looking for game-changers. The Next Big Thing. They’re chasing their vision and they’re willing to take a punt on a start-up or a new product if it’ll get them closer to it.
To get the visionary to notice you, your marketing needs to position your product or service as innovative – giving them a sense of excitement and Fear Of Missing Out (if you like an acronym, that’s FOMO for short). They need to feel like they’re ahead of the game.
Type 2: Pragmatists
These are the largest, most neutral group. They’re not ‘glass half full’ or ‘glass half empty’ people. They’re ‘the glass has got water in it’ kind of people. They like realistic growth, reliability and dependability. That old pair of wellies? Reliable. That same brand of porridge they’ve eaten every winter since they were 8? Dependable.
They might take risks, but only if they are measured. They’ll rock climb if they’ve already worked out the most sensible route from the ground. And while they aren’t necessarily averse to change, they don’t go out of their way to make it happen.
Your marketing needs to make the pragmatist feel in control and empowered. Of course they should buy your product… it’s the only logical decision! Try using case studies and testimonials from their peers, and showing quantifiable ROI.
Type 3: Conservatives
Conservatives think change is a Very. Bad. Thing. They’re likely to reject new technologies and processes. Things are just fine the way they are, thank you very much. Cost is the one of the only reasons they’ll consider switching to a new product.
As they are naturally fearful, the conservative needs your marketing to hold their clammy hands. To soothe their anxious souls. They need to know your service is highly tested and trusted by their peers (again, case studies are useful here). And that the entire process will be risk-free. Phew!
How do you tap into their psychology?
Once you’ve identified what type(s) your potential buyers are, you can start thinking about how to appeal to them. A lot of this begins with humanising your brand: B2B companies can be ‘faceless’ and lack the warmth of B2C. Here are 8 ideas for unlocking their emotions:
- Speak in their language: None of the three types want to read a load of corporate jargon. Talk like they do and banish the “synergy” and “blue sky thinking” forever.
- About us: Make your website’s ‘about us’ page about the real people behind the business. Talk about their hobbies and interests to make them seem relatable. Who rollerblades? Who brings their dog in? Who’s the office baker who insists on sharing irresistible cakes every week?
- Evidence your success: Shhh… don’t do all the talking, let your customers do it for you! Rely more on testimonials and case studies.
- Tell stories: Since our earliest days gathered around fires, stories have enchanted us. Find a way of weaving tales into your marketing. We wrote a fairy tale about a gingerbread man for our latest Christmas campaign… and sent an edible one out with it!
- Run a blog: By not having your blogs solely attributed to your senior team, you make your business more relatable. A blog authored by different employees at all levels is a great way to showcase their expertise and build their profiles.
- Use imagery: 65% of people are visual learners.Appeal to their eyeballs by creating infographics or use original imagery they haven’t seen before.
- Be funny: Humour can be powerful. Crack a joke, make a pop culture reference, create a game, write a slightly inappropriate limerick. Have some personality!
- Inspire FOMO: Fear is a powerful marketing tool, particularly Fear Of Missing Out. Showcase how many of your targets’ peers are using your product, and what a great time they’re having as a result, and you’ll inspire FOMO.
So, it turns out you don’t need to be Derren Brown to use psychology to get noticed. By tapping into the human side of both your B2B buyers and your brand, you’ll stand out.
Want to know more secrets to using psychology to unlock B2B sales? We’d be happy to chat you through how our ‘be more human’ approach could help. Just get in touch!