Other B2B propositions
Posted: Tue Dec 17, 2024 7:00 am
Ultimately, we figured out that “knowing everything” is an important customer task. The worst thing that can happen to these specialists is to lack knowledge. This applies to all experts in all industries. “I don’t know” is something an expert would rather not say. In fact, buyers in specialized industries excel in knowing the smallest details. Whoever succeeds in sowing doubt about that “knowing everything” immediately gets attention.
The insight that the fear of missing out is an important feeling can of course also be translated positively. Those who do have the knowledge experience an important gain . This then leads to increasing the status of the expert, or increasing their sense of self-worth.
Also read: The state of marketing automation in 2020 [research]
Done differently
In the campaign we worked with the concept ' done differently '. With this we suggest a new way compared to a traditional way (known versus unknown). We had 4 blogs written about this. We brought these together on a landing page. Although the blogs were only 250 words long, together they formed an article of 1000 words that described the world behind the specialized product. On the landing page, the visitors were invited to a webinar. During this webinar, the hood was opened and we delved deeper into the content: specialists for specialists. Of course, we also really had to present something that was 'done differently'.
We campaigned via banners on specialized media in France, the Netherlands and the United Kingdom. In addition, we ran a targeted LinkedIn campaign for eight weeks. With this, we attracted a total of 1200 visitors to the landing page. That doesn't seem like much, but in this specialized market there are around 4700 specialized decision vietnam telegram data makers and influencers in Europe. That makes those 1200 suddenly more than 25% of the target group. Not bad at all for a 'volatile medium'. Almost 200 people watched the webinar. So a good 4% of the total target group visited our event. It ultimately led to almost a hundred sales accepted leads . (The market we are talking about is 300 billion worldwide by the way.)
This elaboration of the Value Proposition Canvas has led us to the personal/emotional tasks of the buyer. The greatest risk for the expert is not being aware of a development. This can lead to loss of face. It is precisely the provision of new information (the supply side of the model) that solves the pain and simultaneously strengthens the gain .
In this campaign, the fear of missing out was the central problem. Of course, you can think of many emotions that affect an expert. These emotions can be promising starting points for developing a B2B proposition for a campaign . What do you think, for example, of the desire for status or recognition? Playing on emotions is commonplace in consumer marketing. In the B2B world, emotions are still dismissed by some as 'too consumer'. But those who consider B2B as person-to-person marketing can, for example, play on the vanity of the customer's representative quite effectively.
Another emotion that has worked very well recently is playing on the desire to matter . The main message was: 'how does a municipal official guide his organisation through the European regulatory jungle'? It seems boring, but this offers the usually anonymous official the opportunity to lead his organisation to the pot of gold like a bureaucratic Indiana Jones. That increases his/her status. That is probably why the conversion of the small campaign was high. Finally, I saw an e-mailing with buyers in the automotive market as the target group. The central message was: how can buyers contribute to a more sustainable world? Judging from the click behaviour, there is great enthusiasm for making that contribution.
The insight that the fear of missing out is an important feeling can of course also be translated positively. Those who do have the knowledge experience an important gain . This then leads to increasing the status of the expert, or increasing their sense of self-worth.
Also read: The state of marketing automation in 2020 [research]
Done differently
In the campaign we worked with the concept ' done differently '. With this we suggest a new way compared to a traditional way (known versus unknown). We had 4 blogs written about this. We brought these together on a landing page. Although the blogs were only 250 words long, together they formed an article of 1000 words that described the world behind the specialized product. On the landing page, the visitors were invited to a webinar. During this webinar, the hood was opened and we delved deeper into the content: specialists for specialists. Of course, we also really had to present something that was 'done differently'.
We campaigned via banners on specialized media in France, the Netherlands and the United Kingdom. In addition, we ran a targeted LinkedIn campaign for eight weeks. With this, we attracted a total of 1200 visitors to the landing page. That doesn't seem like much, but in this specialized market there are around 4700 specialized decision vietnam telegram data makers and influencers in Europe. That makes those 1200 suddenly more than 25% of the target group. Not bad at all for a 'volatile medium'. Almost 200 people watched the webinar. So a good 4% of the total target group visited our event. It ultimately led to almost a hundred sales accepted leads . (The market we are talking about is 300 billion worldwide by the way.)
This elaboration of the Value Proposition Canvas has led us to the personal/emotional tasks of the buyer. The greatest risk for the expert is not being aware of a development. This can lead to loss of face. It is precisely the provision of new information (the supply side of the model) that solves the pain and simultaneously strengthens the gain .
In this campaign, the fear of missing out was the central problem. Of course, you can think of many emotions that affect an expert. These emotions can be promising starting points for developing a B2B proposition for a campaign . What do you think, for example, of the desire for status or recognition? Playing on emotions is commonplace in consumer marketing. In the B2B world, emotions are still dismissed by some as 'too consumer'. But those who consider B2B as person-to-person marketing can, for example, play on the vanity of the customer's representative quite effectively.
Another emotion that has worked very well recently is playing on the desire to matter . The main message was: 'how does a municipal official guide his organisation through the European regulatory jungle'? It seems boring, but this offers the usually anonymous official the opportunity to lead his organisation to the pot of gold like a bureaucratic Indiana Jones. That increases his/her status. That is probably why the conversion of the small campaign was high. Finally, I saw an e-mailing with buyers in the automotive market as the target group. The central message was: how can buyers contribute to a more sustainable world? Judging from the click behaviour, there is great enthusiasm for making that contribution.