B2B marketing has traditionally been focused on data, analytics, and ROI. But in today’s digital age, technology has transformed the way we communicate and interact with each other. While it has undoubtedly made communication faster and more efficient, it has also led to a loss of human connection in marketing.
This blog explores why human connection is important in B2B marketing and how it can help build trust, loyalty, and stronger customer relationships.
Why Human Connection is Important in B2B Marketing
Data-driven marketing may provide valuable insights into customer behaviour but lacks the personal touch to set a brand apart. Human connection helps build trust and credibility, making customers feel more valued and understood. When customers feel that a brand cares about them, they are likelier to be loyal and recommend the brand to others.
According to a study by Edelman, 87% of consumers said they would purchase from a brand that shares their values. Similarly, a study by Accenture found that 56% of consumers said they would switch to a competitor if they felt that a brand was not doing enough to address social, environmental, or political issues. These statistics demonstrate the importance of building strong customer connections based on shared values.
Moreover, the Harvard Business Review found that emotionally connected customers are more than twice as valuable as delighted customers. They also found that emotionally connected customers are less price-sensitive, more likely to recommend the brand to others and have a higher lifetime value. Therefore, it’s clear that building human connections with customers can have a significant impact on business metrics and the bottom line.
In the B2B context, a study by LinkedIn found that B2B buyers are 50% more likely to buy from a company they have interacted with on social media. This indicates the importance of building a human connection with customers through social media and other digital channels. By doing so, B2B companies can increase customer engagement, build trust, and ultimately drive sales.
Human connection is also crucial in B2B, where business relationships are often built on trust and mutual understanding.
Examples of Companies Incorporating Human Connection:
Salesforce is an excellent example of a B2B company incorporating human connection into its marketing strategy. One way they do this is through their annual Dreamforce conference, which brings together customers, partners, and industry experts to network, learn, and share insights. The event is designed to build strong customer relationships and foster a sense of community around the Salesforce brand.
Another example is Hubspot, which has built its entire brand around the concept of inbound marketing. By providing educational content and helpful resources to customers, they can build trust and establish themselves as thought leaders in the industry. This human-centric approach has resulted in significant growth for the company, with over 100,000 customers in more than 120 countries.
According to Hubspot’s research, companies prioritising customer experience are more likely to see growth and profitability. In fact, businesses that prioritise customer experience see a 60% higher year-over-year growth rate than those that don’t.
Additionally, Salesforce has reported that their customers who attend Dreamforce are more likely to renew their contracts and spend more with the company. In fact, Dreamforce attendees spend an average of 1.8 times more than non-attendees. This highlights how building human connections can impact business metrics like customer retention and revenue.
Smaller up-and-coming companies are also embracing this approach. For example, SaaStock, a B2B SaaS conference, places a heavy emphasis on networking and community building. By creating a space where founders and executives can connect, they can build relationships and establish themselves as a leader in the industry.
Practical Tips and Strategies for Incorporating Human Connection
Companies can use several practical strategies to incorporate human connection into their B2B marketing efforts.
Here are some practical tips and strategies for incorporating human connection into your B2B marketing efforts, along with real-life examples of how they have been successful:
- Use storytelling: Share stories about your customers and their successes. This creates an emotional connection between your audience and your brand. For example, Slack’s “Customer Stories” section on its website showcases real-life examples of businesses using its product and how it has helped them succeed.
- Engage on social media: Social media is a powerful tool for building connections with your audience. Respond to comments and messages in a timely manner, share user-generated content, and create engaging posts that spark conversation. Cisco’s social media accounts are a great example of how to engage with your audience humanly.
- Personalise your communication: Use personalisation to make communication with customers more human and relevant. Address customers by name in emails, tailor content to their interests and needs, and ensure all communication is authentic and genuine. HubSpot’s “Marketing Hub” platform offers robust personalisation features that can help you create a more human connection with your audience.
- Offer exceptional customer service: Go above and beyond to ensure your customers feel valued and heard. Respond to support requests quickly, be empathetic and understanding, and actively seek feedback to improve your service. Zappos is a company that has built its reputation on exceptional customer service and has paid off in terms of customer loyalty and brand advocacy.
Incorporating human connection into your B2B marketing efforts can significantly impact your business metrics. For example, according to a survey by Salesforce, 80% of customers say that a company’s experience is as important as its products and services. Additionally, companies prioritising customer experience see a 60% higher profit growth than their competitors.
Smaller up-and-coming companies that have successfully incorporated human connection into their B2B marketing include:
- Gong: This sales enablement platform uses personalisation and storytelling in its email campaigns to create a more human connection with its audience. As a result, they have seen a 200% increase in response rates and a 30% increase in meetings booked.
- Chorus.ai: This conversational intelligence platform has created a “Community” section on its website highlighting its customers and their successes. This helps to build trust and a sense of community around their brand, which has led to increased customer loyalty and advocacy.
While data and analytics will always be important in B2B marketing, human connection is equally crucial. Building trust, loyalty, and strong customer relationships is essential for business success, and incorporating human connection into your marketing efforts can help achieve those goals.
Companies can build stronger, more meaningful connections with their customers by using practical strategies like creating a community platform, using personalised messaging, and storytelling.
