B2P: a new era for marketing

B2P Meaning: A New Era for Marketing

Business communications are usually directed in two ways: business-to-business (B2B) or business-to-consumer (B2C).

A business is either going to market goods and services directly to a consumer (B2C) or to another business (B2B). While these denominations have been useful in the past, the consumer climate has changed.

Now, more businesses see the value of business-to-person (B2P) sales and marketing.

Digital experiences have changed things. Decision-makers are consumers too, and consumers expect a brand to personalise and customise its approach. Tailor-made content is now increasingly common. In this new, consumer-centric world, marketing is required to put the person at the centre of its strategy.

B2P: what is it?

Businesses don’t make decisions, people do. Regardless of whether you think you fall into the B2B or B2C category, what you’re actually doing is selling to a person. Business-to-people marketing recognises that decision-makers are business customers with unique wants, expectations, and tastes.

Up until now, you may have been marketing to a typical demographic. Perhaps a large section of your audience is male entrepreneurs, for example, aged between 30 and 35. However, people can’t so easily be summed up in real life. Delving a little deeper, we see that this 35-year-old man also enjoys gaming. He has a child and a partner, a pedigree dog and owns a vinyl record collection.

B2P marketing strategies accommodate such individuals. It recognises that B2B audiences have different expectationsnow. It also recognises that emotions and personal connections play into business decisions. B2P marketing views customers as individuals rather than mere organizations. It takes into account a decision-maker’s personal values, motivations, visions, and the needs of their own customers too.

Why adopt a B2P marketing approach?

Businesses are increasingly recognising that B2B buyers are people too. They have grown accustomed to the sort of convenient and individualised service we have all experienced during and after the pandemic.

A technology company engages in B2P relationships by partnering with distributors to expand its market reach. These distributors benefit from offering the company’s products to their customers, thus enhancing their own competitiveness.

The decisions B2B buyers make involve considerations that could be both rational and subjective. B2P marketing takes this into account and bridges the gap between B2C and B2B marketing. When implemented effectively, B2P marketing can:

  • Build brand loyalty
  • Increase brand awareness
  • Increase customer satisfaction
  • Help retain existing customers
  • Build an emotional connection
  • Provide useful insight into decision making

Marketing isn’t just about selling products, it’s about building long-lasting relationships. B2P marketing strategies help you understand more about your target audience so that you can better tailor your offering. Not only will this help you attract new customers, but it will also help you build customer loyalty.

How to implement B2P marketing for your brand

B2P marketing is about creating connections that go beyond simple transactional marketing. It’s about providing a human voice to your brand and listening to your customer. When you know exactly what drives decision-making, you can discover how best to serve your audience in the future.

B2P business relationships emphasise collaborative activities between companies and their partners, offering advantages such as increased synergy and mutual growth.

So, how is B2P marketing done? Here’s how you can start implementing a B2P marketing strategy in your business:

Find out more about your target audience

B2P marketing is all about offering personalised customer service. But how do you personalise your approach when you don’t know much about your customers? The answer is simple: listen.

Market research plays a crucial role in understanding customer needs. By conducting thorough market analysis, you can gain insights into what your customers truly want.

Customers exist beyond a couple of vague demographics, and it’s your job to find out what makes them tick. B2P marketing is as simple as listening to the people behind the businesses. After all, businesses don’t reach out to you for support, people do.

Talk to your customers. Ask them questions about what they need from you. Take the time to get to know them. And listen to what they’re saying. Your customers want you to appeal to what it is they really need.

They’re willing to tell you exactly what that is. Once you know more about your customers, your marketing team can devise specific strategies that will address the unique challenges they face.

Personalise your approach

Once you understand exactly what your customers want, you can begin tailoring your approach. B2P marketing is all about delivering a personalised approach across your communication. This can be incredibly effective. As Epsilon research suggests: a huge 80% of consumers are more likely to make a purchase when offered personalised experiences.

In B2P relationships, partners may possess different skills, but when combined, they create remarkable outcomes, similar to a well-choreographed dance routine or a completed puzzle.

Get to know your customers personally and learn and use their names. Leverage customer data and offer custom and unique solutions. Why not make them feel appreciated by offering a VIP experience?

Leverage social media channels

Social media provides a great platform for ongoing customer engagement. Post consistently across your social media channels with high-quality, valuable content. Quickly answer any queries your customers might have, and send personalised messages when someone contacts you.

Social media offers an effective method for finding out more about your customers. Conduct polls, ask questions, communicate, use analytics, and leverage data. Use your communication with customers to develop successful strategies in the future.

Stop selling, start giving to build an emotional connection

This might sound counterintuitive. After all, your business exists to sell goods and services, right? But what if your customers aren’t currently buying?

There could be many reasons why your customers aren’t buying your goods. Not only have we gone through a pandemic, but we’ve also gone through recessions. While your customers intend to buy from you in the future, they may not have the means right now.

That’s not to say that they cease to be your customers, or that they cease to be valuable to your business. One of the best things about B2P marketing is that it can humanise your brand.

Once you communicate sincerely with your customers, you start to build value in other ways. Every marketing manager knows this is how you build brand loyalty. In fact, B2B customers are more likely to consider your brand if you show personal value over business value.

Do you want to build loyalty and increase satisfaction with your B2B customers? Talk to the team at AMBITIOUS to learn how we can help you implement an effective B2P strategy today.