Getting The Attention Of Your Tribe. Should B2B and B2C Brands Do Things Differently?

As we dig deeper into attention marketing, I want to address a common marketing quandary: Should B2B and B2C brands try to get attention from their tribes differently? 

The short answer is no, not really. In 2018, there isn’t a big difference on how to grab consumers attention, but you should understand how various marketing principals apply to B2B and B2C brand marketing.

What is Attention Marketing?

As a reminder, the way brands keep our attention is called attention marketing. The key for marketers is to understand how it works and implement strategies that satisfy the demands of modern consumers, regardless of what they are buying. 

What Are The Similarities Between B2B and B2C Attention Marketing?

They Both Need To Be Authoritative B2B and B2C marketers both struggle with lead generation and conversion, and that is becoming more difficult as customers have shorter attention spans. 

In the past, it was only B2C content that needed to educate and come from a place of authority. The authority or sales rep tirelessly worked to connect with prospects emotionally. The goal was to build lasting corporate relationships. Buying decisions were made based on factual information that they could convey to their colleagues, and many people were part of the decision-making process. 

There was less pressure for B2C marketers until influencer marketing burst onto the scene. Currently, consumers relate much more positively to people over brands. They want to hear from influential people before making purchasing decisions. 

In fact, a report by Nielsen Global Trust in Advertising, 83% percent of online respondents in 60 countries say they trust the recommendations of friends and family before any other type of advertising medium. 

B2B and B2C prospects are both humans. They are subject to the same emotional triggers and authoritative and trustworthy voices to help increase sales.

They Both Need Regular Engagement B2B and B2C prospects both need some handholding as attention spans dwindle. Sure, the B2B sales cycle is much longer. A sales rep must authentically connect with more people over a more extended period, but B2C customers need love too.

B2B and B2C prospects both need nurturing and “high-touch” interaction. This tactic will establish long-term and repeat customers. 

The Both Need To Communicate: An excellent way to get the attention of a B2B and B2C consumer is to make communication a priority. More focus tends to go into the communication process with B2B interactions. 
B2B prospects expect clear timelines. They demand a responsive and flexible sales team during the buying cycle. Depending on the size of the contract, the B2B prospect will expect several phone calls, emails, and video conferences with various levels of lower and upper management.

While the B2C consumer doesn’t require the same amount of communication, they do have high standards when it comes to keeping their attention. Marketers must be able to respond quickly to any questions posed via email or Social Media. 

A report from Ambassador says that 71% of online customers expect a response from a brand within 5 minutes after reaching out on social media. If they don’t hear back, 41% say they will leave the site. 

Marketing Principals Remain The Same

As brands work to get the attention of their tribes, B2B and B2C marketing principals don't differ in the current market. 

All brands need to attract, nurture and convert their leads. When a team of marketers gathers around a table, they should be answering the following questions regardless of the brand:

  1. What makes our business, product or service unique? Both B2B and B2C brands need to communicate what sets them apart from the competition.

  2. Are we delivering fresh, relevant content? B2B and B2C brands need new content that addresses prospects needs during the buying cycle. It should be designed to keep the attention of the consumer. 

  3. Is our content building trust? B2B and B2C content should elicit an emotional response from the prospect. The content should be designed to create brand recognition and trust.

  4. Are we equipped to address questions and monitor social media conversations quickly? Show that you are listening. Your sales or a customer service teams need to be highly responsive to any inquiries. A lapse in communication can lead to losing the attention of your tribe.

  5. Are we reaching the right audience? B2B and B2C marketers need to know where their prospects are hanging out to get their attention. LinkedIn is the place to be for the B2B marketplace while Instagram and Facebook may be better for the individual consumer. 

  6. Are we neglecting mobile?  Nothing loses a tribe member quicker than a poorly designed mobile experience. It is essential for B2B and B2C brands to provide rich mobile experiences.

A Think With Google report called, “The Changing Face of B2B Marketing” says that B2B customers are using mobile devices to research products and services. 49% of B2B researchers who use their mobile devices for product research do so at work. They're comparing prices, reading about products, comparing feature sets, and contacting retailers. 22% are using their mobile phones to make purchases. 

  • Are we speaking the same language as our tribe? B2B and B2C marketers need to adjust their tone and voice to be equal to their target audience to get their attention.

In Conclusion

Getting the attention of your tribe boils down to meeting the needs of your client, speaking to them in their language and convincing them that your product or service is the best. The time it takes will vary from B2B to B2C brands, but the goal remains the same. 

Attention marketing aims to build ongoing relationships with customers. They need to like you, trust you and remember you!

Did you find this article informative? If so, please share it with others who are want to learn more about how to get the attention of B2B and B2C customers!

Arnt Eriksen