In contrast to B2C marketing, B2B marketing usually does not involve direct interaction with the end user. Customers here are companies that serve their own customers. How can you convince potential customers to choose one product or service over another? A solid B2B marketing strategy should grab the audience’s attention and build a personalized business relationship with prospective customers.
Traditional approaches to B2B marketing relied heavily on face-to-face sales pitches, and these have little leeway in the current scenario. However, the pandemic has opened up new avenues for reaching potential customers without bothering them with advertising content. The need for soft marketing in B2B arises from the changing nature of today’s B2B buyers who are more likely to choose a vendor based on the user experience they offer.
Companies no longer just prioritize large-order negotiations, but instead consider the end-to-end digital experience as a differentiator. B2B businesses need to deliver the content, features, and experience that their buyers expect from their daily lives as B2C consumers. Think Uber, Netflix and Amazon – the experience limit is high.