Brand Speak – Successful B2B Marketing by Hope Picker, Doremus New York


	Steps to Successful B2B Communications by Hope Picker August 19, 2011 Recently, I was conducting some focus groups, part of a research initiative to ascertain “effective communications” by Doremus and the Tuck School of Business at Dartmouth. As I listened to the participants, senior financial and technology executives across a variety of industries, I heard some helpful, tried and true suggestions that might benefit all of us communicators as we strive to more effectively reach our target audiences.

They are:

Be concise. B2b decision-makers are short on time but big on brains. There’s no need to elaborate on every feature and attribute in your products.
Balance old and new channels. While most senior business executives are not on the cutting edge of new technologies or new media, they are closer then you think. They consume information in a myriad of ways, traditional media as well as new. However, having said that:
Don’t overwhelm them with messaging. While multiple channels and touch-points are important to reach them and build awareness, offer them options, i.e. mobile, or email. A direct mail piece or an online white paper. They will appreciate the sense of control over their time.
Know their business inside and out. Show you’ve done your homework and they’ll take the time to hear what you have to say.
Balance the rational with the emotional. Business people are people first. They’re more likely to listen to your message if it’s human and engaging as well as factual.
Relationships are key. Senior executives rely a great deal on relationships with the people at their suppliers. An integrated communications program will drive the message, but familiarity and engagement with your customers will reinforce it.
Don't underestimate the role of communications to reinforce purchase decisions. All forms of communications, both broad-based and individualized, should help customers feel smarter for buying your products (and make them more likely to repurchase and recommend them to others).

It’s not rocket science, but these common sense guidelines go far to engender long-lasting relationships between company, brand and customer.

Note: The Doremus/Tuck Index, which the author refers to above, will launch this fall.

Hope Picker is director of research at Doremus New York. A gifted researcher with over 20 years of marketing and research experience, Hope designs and manages research projects for clients that uncover insights for planning as well as measuring advertising effectiveness. She also creates and directs proprietary research projects for Doremus. Hope has been quoted extensively in the financial and business press, and recently published “Investment Bank Marketing: What Works and why with Corporate Clients” in the Journal of Financial Advertising and Marketing. More information is at Doremus.com.


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