Going Digital Makes a B2B Beautiful

Take a look: The Future of Revenue

This video is invigorating! If I were a business, I would hire Eloqua. Eloqua and JESS3’s “Future of Revenue” video digitally markets Eloqua’s services, namely Revenue Performance Management, or RPM. The content is an awakening blend of complex and simple; expertise, and personality.

Eloqua is a business that offers services to help other businesses excel far beyond the norm. The video gives an informative history-of-business lesson, which then ties intuitively, logically, and very powerfully to their aim: Eloqua will help businesses embrace RPM and maximize all strategic potential in order to become the next Fords, Wal-Marts and Toyotas. The feeling of the video- that Eloqua has such a strong grasp on providing their service that they can relay a wealth of information appealingly, simply, technically, and conceptually- makes the viewer attracted to Eloqua. The content generates the sentiment that makes a business want to put their success into Eloqua’s hands: they will bring all things complicated together to make your company outperform market peers with RPM. With the switch from detail to basic, narrative to fact, and past to present (with a little hint of your promising Eloqua-fueled future), we see the strength of Eloqua’s innovative perspective, and get the feeling that they will make a business unstoppable.

How Digital B2B GOT2B: The Finishing Touches and Best-in-Class Examples

B2B exchanges can get a little boring if there isn’t a digital branding connection. Without standing out, it all boils down to logistics: price efficiency, placing orders, and pick-ups and deliveries. The solution to making B2B exchanges a little more promising – giving them more substance than a contract between two businesses – is digital B2B marketing. The components of B2B marketing make sense… but might seem a little easier said than done. To underscore a tighter grasp, let’s really think about why all of those aspects work, and then be blown away by some B2Bs who certainly did it well.

Market pertinent details and showcase expertise:

Since the digital campaign is speaking to such a specialized audience, use of some jargon and industry specific information will let the client know that the company is one of experts. This embellishes the video- making the customer want to engage in business with such a knowledgeable entity. By this token, using a digital approach, like a condensed website or a video, is a much more aesthetic, appealing way to reveal such detailed information: it will be just enough to make clients want more detail, i.e. start engaging with the digital B2B. To start the relationship, though, digital strategy gives the business an edge in a quick, clear, intelligent, communicable way (as opposed to complicated information being relaying in a boring, dry way). A video would be a lead that shows how much the business has to offer.

Internet exposure:

B2B companies place high priority on generating leads – increasing their web exposure. When it comes to reasons that they “market” on the internet, a Brafton.com study tells us that the B2Bs say that gaining internet presence is primary, even to gaining profits. In order to get that Internet presence, the video is the way to go; digital Internet campaigns are outstanding in terms of SEO because of their <em>content.</em> A B2B video sets the brand apart and gives is an internet presence. Brafton also tells us that 84% of B2B marketers say that yes, the goal is to achieve lead generation; given that SEO considers content, B2B digital marketing is the way to go  (<a href=”http://www.brafton.com/news/lead-generation-brand-awareness-top-b2b-web-marketing-goals”>http://www.brafton.com/news/lead-generation-brand-awareness-top-b2b-web-marketing-goals</a>).

A voice:

Content marketing gives a business a voice; knowing a business in a personal way makes them more appealing. Content marketing is intuitively the way for B2B information to be disseminated: When doing business between businesses, there are special interests that need to be fulfilled- which can be best communicated via digital marketing’s endless content, not to mention the digital virality. Getting across a concise message of the expertise that your business has to offer in a personable, easily communicated way is a powerful strategy.

D-B2Bs: Digital B2Bs that have put the plan into action:

I tried my best to put words to it, but once you see this B2B digital marketing example, you will be seriously impressed.

In international investment legal services, legal firm Dechert, LLP has a prime B2B video. They aren’t selling a good to a broad consumer base, but rather a sophisticated service to a specialized group of people. Therefore, the detailed information is of interest to the targeted clients (other businesses). In their video, they even organize the speakers logically, beginning with broad explanations, getting into more detail, and then evaluating solutions, all adds up to a video sentiment that depicts them as rational, helpful, well-rounded experts. In addition to showing their expertise, this video also shows Dechert, LLP’s commitment and ability to perform well for their clients: they explicitly state a synopsized evaluation and goals of how they will help an investor perform as best as possible, given all variables. In the case of B2B, providing knowledge as advertisement of their specialization makes them desirable to a potential investor.

 

Partnerships Between Non-profits and Companies: The Symbiotic Relationship

When enhancing a business, it can all boil down to quantity and quality. The right blend is important. And when considering the fruitfulness of company/non-profit partnerships, we find applications in a number of ways… social good fulfills company quality, and propels the quantity of exposures through the roof. The partnership is a symbiotic relationship: overwhelmingly beneficial to both parties. The only related cost would be the opportunity cost incurred when limiting your company’s spread, effect, persona, and success by existing in a charity-negligent vacuum.

Identifying with a non-profit exponentially enhances the quality of your brand. Your company suddenly becomes philanthropic- and there’s nothing better than an extra heartstring to keep people coming in and coming back. People on the outside will identify your brand with having substance- there is no way your company will ever be mistaken for just a pretty face- its personality is apparent. While loyal customers already had an emotional attachment to your company’s brand pizzazz, now your brand has relevancy to everyone. Whether initially patrons or not, all people need to hear is that you partner with a non-profit, and they know what your company is about- boom they are hooked (or at least advocates)!

Case-in-point number 1: You are interviewing a new job candidate… they both have unbelievable resumes and ace the interview… but, all else equal, one candidate has volunteered at the local soup kitchen twice a week for five years; the other has not. Decision made? I think so. We are human beings… regardless of the environment, that attachment and sentiment is important—dedication to a cause says so much about a person. It is a loaded-with-positive-vibes commitment that will work the same for a company- automatically making the business seem personable and sincere (and accurately so).

Partnering with a charity or good cause will only add to your company’s lovable personality by giving it a conscience. Certainly a solid brand can you’re your service… but a non-profit partnership is the infinitely rewarding choice. It will spread the goodwill for your company. And that whole “word-of-mouth” thing? A partnership proliferates it—you never know who you will attract by adding the extra charitable component to your brand’s persona.

Not only is this plan conducive to kindling the feelings that grow to be associated with your company, a charitable partnership also builds identity within. Your employees will have an underlying feeling that they do “good” work, which in turn fuses them together into a team made of (even more) heart. By the same token, it allows for variety of interactions- from conversation to experience to creativity- all of which enhance the company core even farther.

Now… in the non-profit’s environment, your company is gaining double the exposure! When a non-profit has an event or thanks its partners (attracting people who are extra-primed to love your company by extension), your company is showcased as part of it! From being in their program, to on the billboard and t-shirts; on the plaque at their front desk, or being announced- everything will disseminate awareness of your company, in the appealing context of how good it is. And as aforementioned, this exposure is to people who will love your company because you have something in common- a charitable dedication.

Case-in-point number two… we’ve all seen that motivational speaker who came back to talk to the underprivileged kids because he came through the same struggles? Why does he want to help those kids in particular? Because they share an emotional connection. If your company is supporting the American Heart Association, and 3,500 people come to a community event, each with their own personal reason for supporting the charity… they will feel that, by supporting your company, they are supporting their charity. Again… it’s personal. It’s the appeal. A built-in human relations strategy- and so much more.

A partnership is such a trivial price to pay for how much it will positively underscore your business, meanwhile doubling the charitable efforts. In fact, when the net cost is considered, compared to the new business that the partnership will attract, there is likely only profit to be reaped- and that is in the form of deeply-resonating, emotionally-solidified, infinitely perpetual benefit. With your company’s partnership, the charity can achieve two-fold what they could have alone: the company’s dedication enhances cause awareness and expands the task force that is working toward achieving the goal. The lucrative concept of company/non-profit partnering is symbiotic: there is no going wrong for either party.

Sounds too good to be true, right? Wrong! It is right your fingertips. It’s an undertaking- a long-term venture… but a bounty of possibilities. Humana has partnered with non-profit KaBoom! to help them launch their business for multigenerational (“grown-up”) playgrounds, which have been endorsed by physical and social scientists alike as a successful business venture that promotes physical and mental health. In just one year, they have built 11 of these jungle-gyms, as Humana helps them fuel their mission while gaining enhanced customer sentiment as a socially good company. Carpe Diem Sports Academy is another non-profit company. Their mission- help kids gain educational, mental, and physical training via seminars- is only made so empowering by their spectrum of partners. Surely seeing those partner companies’ names (including YogAthletica, Boys & Girls Club of Hollywood, and Sports Dreammakers) on the Carpe Diem website evokes at least an Internet scan, if not a trial of the company’s (philanthropic, socially good) business.

This partnership can be taken to any capacity- whether portions of sales go toward the cause during certain months, the company sends employee volunteers, donates merchandise, provides funding or training, launches a community initiative, or sells “all-profits-go-to…” cookies every day. Furthermore, partnering relevantly can really target success… a grocer partnering with a charity to stop childhood hunger, the maternity store partnering with the non-profit for beaten and battered pregnant woman, or the health company partnering with a non-profit that fights obesity. When you think about partnerships like that, it seems undeniable- like the company and relevant non-profit were made to uplift each other. Once launched, it’s an endless cycle.