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How do you effectively engage with clients who are resistant to adopting new marketing approaches?

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Facing resistance when introducing new marketing strategies to B2B clients is not uncommon. Your clients have established methods and may be skeptical about changing strategies that have worked in the past. It's crucial to understand their hesitance and address it with patience and clarity. By demonstrating the value of new approaches and how they can complement existing strategies, you can gradually encourage openness to change. Engaging effectively with resistant clients involves a blend of empathy, education, and evidence-based persuasion, all while maintaining a strong client relationship.

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alexander bart
Alamin Mumit

CEO at Urban Digital | Digital Marketing Mentor & Entrepreneur | Revenue Growth Strategist | Guided 50+ Startups |…
Abhishek Deshpande

Head - Global Marketing & Strategy | Six Sigma Black Belt | PMP?

1 Understand Fears

When clients resist new marketing approaches, it's often due to fear of change or uncertainty about the outcomes. Your job is to listen actively and identify their specific concerns. Whether they're worried about costs, complexity, or the risk of failure, understanding these fears allows you to tailor your communication. Offer reassurance by explaining the benefits and support that will be provided during the transition. Empathy goes a long way; show that you're not just a marketer, but a partner invested in their success.

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alexander bart
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In my experience it is best to (where possible) to approach a dual program approach. Blending both the traditional and new marketing approaches within one campaign. Whilst working in hand in hand, ideally having some separate KPI's in order to compare to the two approaches. The results of which can then be picked up in the post campaign analysis in order to run phase 2 with the new marketing approach only. In short, dipping the toe into the new is usually the best method.

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Alamin Mumit

CEO at Urban Digital | Digital Marketing Mentor & Entrepreneur | Revenue Growth Strategist | Guided 50+ Startups | Guided 400+ SME Businesses | Generated 100 Crore+ in Revenue | Expert in Strategic Partnerships
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Understanding client fears is key when they resist new marketing approaches. Start by actively listening to their concerns, whether it's about costs, complexity, or potential risks. By pinpointing their specific worries, you can address them more effectively. Reassure them by clearly explaining the benefits and the support they'll receive during the transition. Demonstrating empathy and positioning yourself as a partner invested in their success can help alleviate their fears and build trust.

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Bhawna Prabhakar

Fractional CMO | Transformational Strategic Marketing Leader | Commercial Excellence expert| Data driven professional | Impactful People Manager
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B2b industry is still known to follow a conventional route of marketing.Evolving with time in terms of more Bold,braver strategies & approaches is still not a fully accepted practice. B2b customers tend to take SAFE options of tested &tried methods than experimenting something innovative,out of box ideas .Fear of failing to communicate their message to their customers is biggest cause of resistence.Contrary to this perception, reports suggests B2b customers are also looking for better ways of engagement.In order to break the norms of being Boring to being Bold, requires detailed explanation of rationale, advantage & differential experience.Clients need to get confidence built that this experimentation will set them apart& be trend setters.

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Eric Trick

Strategic Sales Leader | Driving Revenue Growth & Business Expansion Through Consultative Selling & Relationship Building
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Engaging with clients who are resistant to adopting new marketing approaches can be a challenging but essential aspect of a successful client-agency relationship. It requires a delicate balance of communication, understanding, and persuasion to navigate through their resistance and eventually get them on board with innovative strategies. Generally if someone is resistant it’s because of a previous experience that went poorly and d most likely affected them personally. Dig in find out the who, what, where and why. This road map is key to avoiding the same pitfalls but also aids in developing trust.

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2 Educate Tactfully

Education is key in overcoming resistance. Break down new marketing concepts into digestible pieces and relate them to your clients' goals and challenges. Avoid jargon and focus on how the new approach can solve problems or improve results. Use simple analogies and case examples that resonate with their industry. By educating your clients on the potential of new marketing strategies, you create an environment where informed decisions can be made, reducing the fear of the unknown.

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3 Showcase Benefits

Clients need to see the tangible benefits of adopting new marketing strategies. Highlight how these approaches can lead to increased visibility, improved customer engagement, or higher conversion rates. Use relatable success stories and hypothetical scenarios that paint a picture of potential growth. It's important to connect the dots between new marketing tactics and the positive impact on their business objectives. When clients visualize the benefits, they're more likely to consider a shift in strategy.

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4 Pilot Programs

Introducing pilot programs is an effective way to ease clients into new marketing strategies. Propose a small-scale test run that allows them to see the approach in action without committing fully. This low-risk opportunity can demonstrate the effectiveness of the strategy with real results, making the case for a wider implementation. Make sure to monitor the pilot closely and provide regular updates to build confidence and trust in the new methods.

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5 Collaborative Approach

Taking a collaborative approach can significantly reduce resistance. Involve your clients in the planning and decision-making process of implementing new marketing strategies. This inclusion fosters a sense of ownership and control over the changes. Encourage feedback and be open to adjusting strategies based on their input. When clients feel heard and their expertise is valued, they become more receptive to trying new approaches.

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Abhishek Deshpande

Head - Global Marketing & Strategy | Six Sigma Black Belt | PMP?
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In my experience, taking a collaborative approach with clients can make a big difference in reducing resistance to new marketing strategies. I’ve found that involving clients in the planning and decision-making process gives them a sense of ownership over the changes, making them more comfortable and engaged. Encouraging feedback and being open to adjusting strategies based on their input not only strengthens the relationship but also leads to more successful outcomes. When clients feel their insights are valued, they’re much more likely to embrace and support new approaches.

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6 Continuous Support

Offering continuous support is essential when clients are adopting new marketing strategies. Assure them that you'll be there every step of the way, from initial implementation to final results. Be responsive to their questions and concerns, and provide training or resources as needed. Ongoing support not only helps in easing the transition but also strengthens the client relationship, building loyalty and trust that can lead to long-term partnerships.

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How do you effectively engage with clients who are resistant to adopting new marketing approaches?

1

2

3

4

5

6

1 Understand Fears

2 Educate Tactfully

3 Showcase Benefits

4 Pilot Programs

5 Collaborative Approach

6 Continuous Support

B2B Marketing Strategy

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How do you effectively engage with clients who are resistant to adopting new marketing approaches?

1

2

3

4

5

6

1 Understand Fears

2 Educate Tactfully

3 Showcase Benefits

4 Pilot Programs

5 Collaborative Approach

6 Continuous Support

B2B Marketing Strategy

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