SECRETS OF SUCCESSFUL B to B MARKETING

Want to grow your b to b business invest in building your brand.

About a year back I advised one of my clients Rohan Singal “Get up, Dress up, Show up.”

He had suddenly lost all business due to the pandemic when he approached me to help him grow his brand. It was courageous of him in that situation to invest in building his brand when all income had stopped.

Rohan is a coach for senior corporate leaders. He took my advice and we worked on building his brand . This year has been one of his best years.

My team at Social Flutur helped him churn out over 80 thought leadership videos, he has been active on LinkedIn every week, had 30 conversation videos with CXOs , launched his book online and he is now seeing business like never before.

We are now helping him build his tribe through Power of Intent community and open up a a new vertical of open programs which he loves to do. We helped Rohan play to his potential by working on his brand strategy.

As a team we at Social Flutur love to help soloprenuers , organisations and nonprofits tap into their potential and build their tribe .

We do this by asking the right questions and getting our clients to focus their efforts. So what are the secrets of the success of Rohan.

1. Passion – without fail I find this is the quality every business leader needs to succeed. How strong is your urge to ‘Get up’ every morning ? How strongly you believe in your idea ? and how committed are you to spread it ?

2. Clarity – “what is the problem you are solving in the world?” can you write this in one line . Is it easily understood? Is this a real problem?

If you get to work without clarity you create confusion for your clients . The clarity has to reflect on your website, on your LinkedIn profile in every communication.

Being clever is not being different , are you clear and are you communicating clearly the problem you solve for your clients.

3. Patience – Building a brand is a long term game and one needs to commit for the long haul which Rohan did . The first challenge is inertia and the itch to give up very quickly .

I have also seen clients who get impatient. Unfortunately we are so fixated with performance marketing because the results are immediate and measurable that we put all our marketing investments in performance.

4. Brand Building – What is ignored is investing in brand marketing and a brand cannot be built overnight. Unfortunately brand marketing is not so measurable and a bit fuzzy so is ignored.

Performance marketing works for clients who are in the market and have a immediate need and they happen to find you.

There are many who do not have an immediate need , and this would be more so in B to B market , but this does not mean we should not be talking to them. This is where building a brand works. Because when they need your product or service they will think of you and you will be called to the table.

Brand marketing is investing in the future demand. That is why you as a brand need to dress up and show up regularly. You need to build an emotional connection when your prospective clients are not yet in need.

This is investing in the brand . I use a term with my clients “sow the seeds and have patience.” unfortunately I have seen clients who start panicking very soon and expect a tree to show up no sooner they have planted the seeds.

This is science , this is how nature works and it works , I have seen it time and again . It works 100%.

When the clients are ready will they remember you ? and will you get called to the table ? is the question to be asked.

5. Point of View- Another question I ask my clients. “What is your point of view?”. Do you have a point of view, is it different ? if you are a me too you will be lost in the noise.

Look at all successful brands they have a point of view. Steve Jobs on his return to Apple brought a focus on a strong point of view and the new advertising campaign had just two words “Think Different.”

This was not just clever marketing by Apple this was the way the business model functioned , the way products were made , whether it was iphone iPod or the iPad there was a strong point of view.

Elon Musk has been holding a point of view on how he sees the future of personal transport he did this when everyone laughed at him. When Richard Branson spoke about space tourism no one believed him.

Point of view is also called thought leadership and as a b to be marketeer you need to demonstrate thought leadership. Clients need to trust you that you are the right person who can solve their problem.

6. Add value – Show up , is a key word . One of the things I tell all my clients is every day morning think of “How can I add value to the world today ?” And “give”.

Drop your agenda of what you will get , GIVE FREELY , without bothering whether competition will pick up your secrets. In a digital world there are no secrets.

7. Tell a Story – I have been told “but Sanjay we are in a b to b market.” Whether you are in a b to be or a b to c market you finally deal with a human being on the other side.

Don’t tell your story no one is interested tell them their story . From “here” to “there” is the most powerful story ever told.

What is the conflict in the life of your clients ( remind them of their conflict) and how will their life look like once you solve this problem.

To be a good storyteller you need to have empathy , you need to feel the pain of your clients.

8. Be authentic- ‘Better than’ does not build a category ‘different than’ does . Do not be a copy but be an original. Have your voice.

Some clients get so obsessed with looking at competition that they start looking like the competition. Look at the competition to learn but follow your path be authentic to your voice.

In the healthcare space I see a personal brand in India who has grown very popular and built a huge tribe the founder yet for content marketing records videos using a mobile phone, very raw, very spontaneous, no polish , but authentic.

People like to see authenticity in brands , a brand can be vulnerable, have its flaws , make mistakes, own up but be real.

9. Call to Action- “what should I do.?” The client is all convinced and ready to buy now what should he do ?

It is such a waste to make the clients walk the journey and then just drop them by not getting them to act .

In a b to b sale you cannot expect immediate decisions but you could move them a step forward in the journey to build trust , you can begin the conversation.

Get up , dress up and show up and I will add have your point of view are ingredients to build a strong b to b brand .

Sanjay Mudnaney , Founder at Social Futur.

www. SocialFlutur.com