Change B2B into T2T and really engage your customers

 

Team 2 Team not Business 2 BusinessI keep hearing “…but what about B2B?” like it exists in a completely separate universe. B2B is not building to building. Businesses are run by people, inspired by people and ultimately for people to use in their work life.

The guy in the suit leaning back in his chair at the meeting is going to be in jeans and a tee-shirt at his daughter’s soccer match this weekend. The woman with the calculator and stern expression is hiking with her teenage sons after work. People change clothes when they go to work, but they don’t stop being people.

If you take away all trace of personality from your marketing materials and congratulate yourself that you are being “businesslike” you are missing the opportunity to connect with your customers.

Replace Business 2 Business with Team 2 Team and you can start to rethink how to engage your business customers. What can your team do to help their team? Who on their team do you need to connect with? What is going to appeal to the people on the team you are introducing your services to?

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The Catalog Blog covers opinions and information on all things catalog. Have something to add? Leave a comment below. Catalog University is devoted to helping you get ahead in the fun and fascinating world of catalogs. If you want even more information about cataloging, including FREE Pub Talks, be sure to sign up for the Cat-U mailing list. We will never share your name with 3rd parties.

Sarah Fletcher
Co-founder Catalog University
President/Creative Director Catalog University

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