H2H is Popular but B2B Isn’t Dead: Stay Ahead With These 3 Tips


There’s a lot of hype about Human-to-Human marketing and its effectiveness at increasing loyalty and your profit margin. But Business-to-Business marketing isn’t dead and still has a place in the world and online. According to DC Velocity, as we move toward a post-pandemic era, the inaugural report estimates an additional $140 billion dollars will be spent on B2B strategies. Normally we advise against following the crowd, however offering B2B products and services could just be following the money.


As the marketing landscape prepares for a post-pandemic rebound, keep these 3 B2B tips in mind in order to stay ahead of your competition.


1. Strengthen Your Partnership With Your Sales Team


While your marketing team is cycling through the process of launching campaigns, analyzing data, and following up-and-coming trends, your sales team is out in the field, navigating the front lines. The informal and organic nature of conversations between your customers and sales reps often lead to innovative ideas and a wishlist of wants and needs. This is not a resource that should be overlooked or taken for granted. Your sales team can provide you with insider information on the latest trends and changes that are happening at microlevels before they become macro. This gives you and your company the opportunity to maximize opportunities long before your competition even becomes aware of them.


2. Determine Your Target Audience Based on Your Expertise


Your company is successful because your employees are professionals who specialize in the products and services that your company offers. Don’t make the mistake of trying to offer a little bit of everything and end up with, at best, a reputation of being mediocre. Determine your target audience based on those who will benefit most from what your company offers and build your brand’s reputation as being the best. When marketing to your audience, be sure the message is specific and strategic. Your customers will appreciate knowing exactly what you offer and what contact methods are available.


3. Review Your Brand


Does your brand reflect the quality and top reputation you set out to build? Does your target audience leave five-star reviews and provide a steady stream of referrals? Even if the answer is yes, you still need to review your brand to make sure that it’s aligned with your company’s values and services. A product or service that is #1 in quality will still fail to profit if the brand is unknown or tarnished. Periodically Googling yourself and your company and interacting with your target audience on social media platforms are just two simple ways to make sure your brand is in pristine shape.


As marketing trends ebb and flow, so too does the balance between H2H and B2B strategies. With businesses transitioning from online to back in-person, the needs of businesses are changing and will continue to change. As you consider the direction of your brand, keep these three B2B tips in mind to successfully reach your target audience and continue growing your company.