The Art of Humanization: Redefining Product Marketing Through Human-Centric Marketing. Part IV

Week 4: Actions for You, Product Marketer?

So far we've discussed the challenges of the "Sea of Sameness" in product marketing, the power of human-centric marketing, and a case study on how EIS created a new technology category with #Coretech. This week, we turn our focus to practical steps you can take right now to implement a human-centric approach in your B2B marketing efforts. These are lessons that I learned personally and shared in my keynote on "How to take a human-centric approach in B2B," ?at the Product Marketing Alliance Summit in Atlanta.? Here are actionable steps that you can take right now to transform your marketing and stand out in a #SeaOfSameness.

1. Be Human

The foundation of human-centric marketing is authenticity. Your brand should reflect real human experiences, values, and emotions. This can be achieved by:

·????? Storytelling: Share stories that resonate with your audience on a personal level. Highlight real customer experiences and the impact your product has on their lives.

·????? Transparency: Be open and honest about your brand, values, and business practices. Transparency builds trust and fosters deeper connections with your audience.

2. Segment Your Audience Based on Self-Perception

Traditional demographic segmentation is how everybody does marketing. Its fine, but instead, focus on how your audience perceives themselves:

·????? Self-Image: Understand whether your audience sees themselves as innovators, disruptors, or traditionalists. Tailor your messaging to align with these self-perceptions.

·????? Psychographics: Dive into the motivations, values, and lifestyles of your audience. This deeper understanding will help you create more targeted and impactful marketing campaigns.

3. Personalize Your Message with this Segmentation

Personalization goes beyond using a customer’s name in an email. It's about delivering content that speaks directly to their needs and aspirations:

·????? Customized Content: Develop content that not only addresses their pain points but addresses their personal and professional goals.

·????? Narratives: Create compelling narratives that highlight the journey of your customers, showcasing how your product has helped them achieve their goals.

4. Relate at a People Level

B2B marketing often focuses on the technical aspects of a product, but it's essential to remember that businesses are made up of people:

·????? Empathy: Show empathy in your marketing by understanding and addressing the challenges your audience faces – outside of your product features.

·????? Human Touch: Incorporate human elements in your communication, such as videos of your team members, behind-the-scenes looks at your company, and user-generated content.

5. Be Bold

In a crowded market, boldness can be a significant differentiator:

·????? Innovative Campaigns: Don’t be afraid to take risks with your marketing campaigns. Bold, creative ideas can capture attention and leave a lasting impression.

·????? Distinctive Voice: Develop a unique voice for your brand that stands out from the competition. Consistency in this voice across all channels will strengthen your brand identity.

6. Be Different

Differentiation is key to standing out but only if it matters to your customers:

·????? Unique Value Proposition: Clearly articulate what makes your product or service unique. Focus on the benefits that set you apart from competitors.

·????? Visual Identity: Invest in a strong visual identity that reflects your brand's personality and values and brings your brand to life in a relatable way.

7. Be You

Authenticity cannot be overstated:

·????? Consistency: Ensure that your brand’s voice, values, and messaging are consistent across all touchpoints.

·????? Authentic Engagement: Engage with your audience in a genuine way. Respond to comments, participate in discussions, and show that you value their input.

8. Draw from Unrelated Industries

Innovation often comes from looking outside your own industry for inspiration:

·????? Cross-Industry Learning: Study successful marketing strategies from other industries and think about how they can be adapted to your context.

·????? Creative Adaptation: Apply creative ideas from unrelated fields to bring a fresh perspective to your marketing efforts.

9. Create a Culture of Innovation and Lack of Fear

Encouraging innovation within your team is crucial for staying ahead:

·????? Encourage Experimentation: Foster an environment where team members feel safe to experiment with new ideas and strategies.

·????? Learn from Failures: Treat failures as learning opportunities. Analyze what went wrong, extract valuable lessons, and apply them to future initiatives.

10. Measure, Learn, and Adapt

Continuous improvement is vital for long-term success:

·????? Analytics: Sure.? But sometimes traditional measures don’t work.? Look for evidence in other areas, for example, are customers using your messaging in conversation.

·????? Iterative Improvement: Continuously refine your strategies based on insights gained from your analytics and observations. Stay agile and adaptable.

11. Build a Strong Brand Identity that Aligns with the Buyer (as a Human)

Your brand identity should resonate with your target audience:

·????? Brand Alignment: Ensure that your brand’s identity aligns with the values and aspirations of your audience. This alignment will foster loyalty and advocacy.

·????? Emotional Connection: Build an emotional connection with your audience by consistently delivering on your brand promise, beyond product features.

12. Foster a Sense of Community with Customers and Influencers

Creating a sense of community around your brand can drive engagement and loyalty:

·????? Community Building: Develop platforms and initiatives that encourage interaction among your customers and with your brand.

·????? Influencer Collaboration: Partner with industry influencers to amplify your message and reach a broader audience.

?

13. Differentiate on What Matters

Focus on differentiating your brand on aspects that truly matter to your audience (hint: its not product features):

?·????? Customer-Centric Differentiation: Identify the factors that are most important to your customers and differentiate your brand based on these factors.

·????? Value-Driven Marketing: Highlight the unique value your product or service provides and how it addresses your customers’ most pressing goals and desires.

?

14. It's Okay if Someone Doesn’t Like You or Isn’t a Fit

Not every prospect will be the right fit for your brand, and that’s okay:

·????? Selective Targeting: Focus your efforts on attracting and retaining customers who align with your brand values and offerings.

·????? Accepting Dissonance: Understand that trying to appeal to everyone can dilute your brand. Embrace the fact that not everyone will be a fit.

?

15. Build a Personal Brand While Building Your Corporate Brand

Personal branding can complement and enhance your corporate branding efforts and these two things are not mutually exclusive:

·????? Thought Leadership: Position yourself and key team members as thought leaders in your industry. Share insights, participate in industry discussions, and contribute to relevant conversations.

·????? Personal Connections: Develop personal connections with your audience through authentic engagement and sharing personal experiences related to your industry.

?

16. Authenticity Over Everything

Above all, authenticity should be at the heart of your marketing efforts:

·????? Genuine Communication: Communicate honestly and transparently with your audience. Authenticity builds trust and fosters long-term relationships.

·????? True Representation: Ensure that all aspects of your marketing genuinely reflect your brand’s values, mission, and personality.

Just be a human:

Truly implementing a human-centric approach in B2B marketing involves more than just tweaking your strategies. It requires a fundamental shift in how you view and engage with your audience. By focusing on authenticity, empathy, and genuine connection, you can navigate through the "Sea of Sameness" and create a distinctive, impactful presence in the market.

As you embark on this journey, remember that building strong, meaningful relationships with your audience is at the core of human-centric marketing. Stay true to your brand, be bold, and don’t be afraid to stand out.

And stay tuned for our final installment next week, where we will recap the series and discuss the future of product marketing, especially with the advent of AI. Thank you for joining us on this journey!

ICYMI:? Week 3: Case Study: EIS and the Birth of #Coretech

FF to: Week 5: Preparing for the Future of Product Marketing

?