By Kate Maloney, strategy director at Iris
Our world is changing, and we’re already feeling the impact: our media landscape is maturing, there are more channels than ever, and it’s becoming more difficult for brands to buy their way to success. In this new world order, broadcast advertising is losing its power, and owned and earned are more important than ever, which means that if you want to create something that resonates with an audience, you need to understand their networks of influence—the world they live in, the way they engage with it, and who else is in it.
While this process is generally pretty straightforward with B2C audiences—we all participate in various IRL and online communities in our personal lives—B2B can seem a bit trickier. Where do IT people seek out information about new solutions? How and when do financial leaders talk to each other? This is a challenge we’re constantly bumping up against, but taking a fresh look at our audience—and other B2B brands—sheds some light on how marketers can best approach online communities.
What does the B2B buyer look like today?
As we all get older, the elusive B2B decision maker gets younger (is that how generations work?). According to the American Marketing Association, nearly two-thirds (65%) of B2B buyers are under forty (source). And with these generational changes comes a shift to the culture of work itself. Our professional lives are increasingly blended with our personal lives (thanks to the #girlboss era), and as a result, people expect B2B marketing to step its game up—smoother experiences, better storytelling, and a more robust channel plan. These guys grew up in a digital world, and they expect to manage the buying journey on their own terms.
How does social fit into all of this?
B2B trends tend to mimic those of the consumer realm—so obviously we’ll continue to see B2B marketers invest more heavily in social over the next few years in order to reach these new decision maker norms. For example, 90% of the B2B marketing industry now see social media as an important source of business information, and 75% are already using influencers (source).
So much of B2B decision making is underpinned by a desire for insight and validation: will this product work for me? Is this product a good investment? Will my leadership team agree? Am I doing things right? And as our lives move more and more online, it makes sense that people have moved online to have these conversations. Professionals form vibrant communities that run on mutual growth, inspiration, and, crucially, validation—offering brands an opportunity to play an even more meaningful role in their audience’s lives.
So how can brands build online communities?
We’ve taken a look at the brands that are doing this well and bubbled up a few lessons for B2B marketers to keep in mind.
1. Show up where your audience is.
It’s worth exploring where your audience is hanging out online and finding a way to meet them there. While we’re all familiar with the use of tried-and-true tactics like email, LinkedIn, and content in B2B marketing, these may not be the only ways to reach your audience—or even the best way.
An example: recently, we saw Dell tapping into organic communities on Reddit—hardly a mainstay of B2B marketing plans. They found out where their IT audience was hanging out and figured out how to participate with it—rather than market to it. To do this, they partnered with Reddit to create a best in class IT squad that became part of the community, offering support and tips, starting conversations through content, and ultimately building trust.
2. Leverage influencers.
So often when we think about brands and communities, we think about building those communities—setting up platforms, inviting customers, hiring community managers, etc. And while there’s certainly a time and place for that, it’s worth exploring how brands can meaningfully participate in communities that already exist. One way to do that: influencers.
An example: Adobe. Because the Adobe suite is so crucial to the livelihoods of creatives everywhere, it’s no surprise that they’ve gathered all over the internet to discuss how to get the most out of the product. And while these communities are generally created by and for their members, Adobe has been able to tap into them through influencers, seeking to offer support and tips, rather than give a hard sell. They’ve leveraged this tactic many B2B marketers have written off as a consumer tool, and used it to not only connect with existing creative pros, but also bring in the next generation of creatives on platforms like TikTok and Instagram.
3. Build it yourself.
If neither of the above approaches is right for your brand, consider doing it yourself. While this option requires the most upfront investment, it really pays off if done right.
As an example, take a look at dbt, an analytics engineering company that decided to move things off social media platforms and instead create its own online community. By investing in community management and support, they created an energetic digital space full of existing—and potential—customers, and according to CEO Tristan Handy, it’s paying off: “80 plus percent of our revenue comes in from our community where buyers just wave their hands and say help me buy this thing” (source).
In sum: every industry is different, and indeed every person is different, but your audience is somewhere online. There are so many different ways to find them—try one out!
