B2B marketers:
don’t let bland be our benchmark

We’re all aware of the comfort zone that exists in B2B marketing – complete with extra cosy cushions like sales-led campaigns and box-ticking brand building. The fear of stepping outside this is very real, compounded by economic and internal challenges, budgetary concerns, and the risk of failure. Hence why, in many cases, marketers stay where it’s nice and safe. Wait for all this uncertainty to blow over. Lovely. Except that’s not going to work out and here’s why.

It’s a simple truth. If the marketing doesn’t leap off the screen and jump into the path of attention-poor buyers then, at some point, the (lack of) impact is going to be felt by the business. Wholesome is rarely flavoursome, so the bland shall not inherit the customer. Standard may feel safe, but right now, it’s the biggest risk you can take.

Think about this. If only one brand was bland, they would be distinctive in the market (for all the wrong reasons), but no more relevant or engaging to their intended audience. The sheer volume of B2B brands battling for customers by following the exact same formula is creating a very weak battleground for limited attention.

Content that isn’t equipped to inspire, educate or move buyers into action.
Categories that all look the same, so no brand stands out.
Marketing that won’t increase propensity to buy, so can’t be effective at driving growth.

As I implied at the top of this article, it’s not that B2B marketers are unaware of all this. It’s not even that they’re unwilling to dip their toe into a new pond. Far from it (as a side note, our lovely clients at Revere are often inspired to try something bold and atypical).

It’s almost entirely to do with perceived risk. A risk to reduced budgets. A risk of taking the scenic route to product and sales. A risk of challenging the shared views of internal stakeholders. A risk to the perception of marketing’s value within the business. A risk of being the person that signed off something that won’t deliver fast or momentous results.

Yet the actual risk is to keep doing what you’ve always done. If you want to make a smarter bet, invest in meaningful marketing that has the potential to be magnetic and challenges every status quo, even if it takes a little longer to prove its worth.

Of course, it’s easier said than done. How do you know if (or when) it’s going to work before you’ve done it? How do you get others to feel comfortable with something uncomfortable? Well, you don’t. You take inspiration from your agency and any marketing that’s successfully connecting with its audiences. You acknowledge what needs to change, bat away any preconceived ideas, adopt a steely determination, and take a leap of faith.

Still eyeing up those scatter cushions? OK, let’s take a step back. Before you enter the world of unpredictable marketing, we do have a few initial manoeuvres to help you exit the battle of the blands with a new air of confidence. 

Human vs tech

Sorry chums, but technology companies can be some of the worst offenders for identikit approaches. Images of technology or people using devices. Messaging that leads on digital transformation. It’s a perceived focus on tech outcomes - what’s going to happen if buyers invest in a solution. But it’s not going to drive their decision or set your particular brand apart from the line-up of companies all saying the same thing.

What you sell shouldn’t ever be how you sell. If you really want to earn buyers’ attention, focus instead on what they might be challenged by as a person. What timely triggers do they have that naturally leads to your solution down the line? Let your creativity flow from this point (not the tech) and be really open to lateral interpretations of those problems to solve.

Buyers vs competitors

We can confidently add ‘fear of going first’ to the risk list mentioned earlier. There is often a misconception that keeping up with competitors is something to strive for. Yet, if you do as others do, the assumption is that those companies are nailing it. What you’re not doing is establishing or building your own distinct market presence.

By following competitors, you risk acting and sounding like them. This limits your brand’s opportunity to be seen and remembered. Instead, follow the people who will make a decision about buying from you. Understand their behaviours, journeys, processes, and expectations. Know what they do and don’t do – and act on it, without trying to bend these insights to fit your internal approach. 

Persuasion vs recall

It’s presumed that buyers are eagerly awaiting the next solution-driving topic. Certainly, a lot of B2B marketing initiatives are geared towards this mindset. If you balance this with the 95-5 rule – that 95% of potential buyers aren’t ready to buy today – then the concept of persuadable buyers doesn’t really fit with the reality. They’re not even in the same bookshop, let alone on the same page.

If you want to target beyond the 5% that are in market today, flip your perspective. Meet people where they are, not where you want them to be. Rather than trying to persuade switched-off audiences to see the value in your proposition or the benefits of your product, put on a show that they’ll remember when they are ready to peruse in that bookshop. Engage future customers, so they remember your brand when they’re in market to buy.

Humour vs seriousness

Since time began (or close enough), there’s been a perception that B2B can’t be as free as B2C. It’s a serious business, involving professional people and complex decisions – that’s how the story goes and it’s true. Except for the fact that people are people, distinguished by many traits, not just their business decision-making prowess. And as people, we always invest (emotionally) in experiences that make us smile, laugh or feel something. 

Don’t fear using humour in your communications. Do as you would in your human interactions – break the ice, be casual and laugh at shared observations. Done right, humour can separate brands and set the tone for what your company is like to work with. Inclusive people who take their business seriously and deal with life as it comes. Business is about partnership, so go ahead and show that you’re in it together.

The battle of the blands is not a competition you ever want to win (or take part in, as it goes). To avoid bland becoming the benchmark, you need a new type of standard to aim for – and the gold standard of B2B marketing is there for the taking.

The manoeuvres above will help you to create positive impact by getting people to look up from their day, to spark action and be memorable for future investment. But if you’re struggling to act on them or want to check our sleeves for more tips, do get in touch.