Emotional connections in B2B marketing
Examples from Western Sydney Univ. & PlanGrid
In 2016 I started a google doc with a running list of my beliefs, ideas, and questions about what I think great marketing is. One of the notes is my “favorite example of storytelling” with a link to this ad from Western Sydney University. Six years later it still gives me chills.
Even though this isn’t a B2B ad, I find this so inspiring for the kind of connections I want to have and create with my own audience.
Notice how the ad doesn’t talk about how Western Sydney University is cheaper than other universities or focus on why their programs are better. Nothing about the video is about them directly. Instead it’s an incredible short story about one person’s life, with very minor nods to WSU’s place in it. B2C (business to consumer) advertising tends to be better at this and is something B2B marketers should aspire to more often.
We don’t all have huge budgets to work with to create videos like this, but you don’t necessarily need them.
How can you emotionally connect with your audience?
How can you empathize with their pain and challenges?
How can you give your audience a sense of pride about their work?
PlanGrid
When I was at PlanGrid my team created a simple compilation of interviews with construction professionals who shared stories about their careers in the industry – what they loved about it, why it was hard, mistakes made, lessons learned. Again, no talk of the software or features, just genuine stories that anyone in a construction audience can relate to and appreciate.
Sometimes in B2B marketing you do need to talk about your technology, software, features etc., you are selling stuff at the end of the day. But as a marketer you should also know what inspires, motivates, and challenges your audience, and look for opportunities to tap into it.