Integrated B2B communication: more digital, more individual, more authentic
Communication has become more multilayered and complex: more and more channels, more demanding customers, an immense flood of information, digital tools and, last but not least, an uncertain economic climate. It is essential to present one's own brand authentically and consistently and to accompany prospective customers individually in their purchase decision.
The following four impulses for integrated B2B communication show what is important if you want to present your own brand in a more digital, individual and authentic way:
1. impulse: corporate communications, PR and marketing become one
In the meantime, the principle of "content first" is undisputed. In order to implement this Content marketing maxim to implement, an integrated approach is needed. This is solely due to the fact that there are more and more ways to get in touch with the target group. Customers and prospects must be accompanied by consistent messages throughout the entire customer journey. This requires a rethinking of communication: former boundaries between individual departments must be overcome and communication must be coordinated. It is therefore advisable to establish a central unit for external communications within the company or to seek the support of a communications agency.
2nd impulse: The Customer journey is increasingly individualized
Because the customer journey almost always begins online, it is highly individualized due to the variety of channels and touchpoints. In order to actually reach customers and prospects, customized content is needed that is available along the individual contact points. In this context, "tailored" means two things at once: On the one hand, companies position themselves as a reliable partner that knows the needs of customers and prospects and presents the right solution. On the other hand, companies are required to accompany each individual prospect as individually as possible, because no two customer journeys are the same.
3rd impulse: Authentic communication strengthens the brand
It is thanks to Generation Z in particular (those born between 1997 and 2010) that values such as moral, social and ecological responsibility are entering the business world. How customers evaluate a brand is closely related to the authenticity and actions of a company. The "Truth about Gen Z" study by McCann Worldgroup (Source: https://truthaboutgenz.mccannworldgroup.com/p/1) shows that 57 percent of respondents would pay more for products from a company that shares their values. Social commitment, diversity and environmental protection occupy the top positions. B2B companies are also well advised to be clear about their purpose and to communicate it authentically.
4th impulse: communication coaching for greater expertise
The communications and marketing industry is increasingly fast-paced. Marketers are required to stay up to date at all times. Keeping abreast of legal aspects (DSGVO, cookies), new formats and channelsn or digital tools is often not possible due to time constraints. External sparring partners such as agencies can provide important impetus. Both sides benefit when an appreciative exchange takes place on an equal footing and when a company can use its agency as a sparring partner.en not just seen as an extended workbench. Agencies must be willing to share their knowledge and adapt to the individual challenges of each client.
Conclusion: Be more digital, more individual and more authentic!
Current developments in B2B communication are strongly driven by content marketing and a change in values: In order to survive in competition with one's own products and services, an attitude is required that is characterized by social responsibility, sustainable action, and diversity. This purpose must be communicated authentically. Integrated B2B communication is not only multi-layered and complex, it also opens up more opportunities than ever before. The maxim can therefore only be: Be more digital, more individual and more authentic.
Author:
Dr. Venera D'Elia is Head of Business Development and Senior Consultant at Möller Horcher Kommunikation (www.moeller-horcher.de) in Offenbach. The agency focuses on sales-supporting communication and maintains very good contacts with trade and industry media. It is also the originator of this article, which we have published here have already published.
