Three Tips for Reinforcing Human Value in Digital-First B2B Customer Acquisition
Deepen your buyers' industry knowledge and broaden their network
B2B buyers don’t want to be sold to. They want to feel understood and become more knowledgeable about their own business challenges and the solutions that can solve them. So help them to connect to peers, learn from others, and see themselves within the bigger industry community of business professionals tackling similar issues. Find a way to offer buyers something for nothing which aligns with this, beyond a free trial, audit or assessment.
Be creative and collaborative
Instead of bombarding buyers with information, why not find out a bit more about where they’re struggling and think about new ways you could help fill those gaps -perhaps by inviting them to be part of a think tank/research group/panel debate. In return for sharing their needs and concerns, offer them access to equivalent insights into what their peers are saying.
Use data analytics in smarter ways
Experiment with new AI technologies to assist with segmentation and targeting. Discover more about what buyers need, and surprise and impress them by serving up more personalised information – whether through a targeted webinar featuring presentations by their peers, a podcast they can listen to on the commute home or perhaps a report which addresses the challenges they are likely to be facing at work today.