18 Mar People-based marketing
If you were born in 1975 or earlier, you areold enough to remember calling your friends’ landlines when you were a child to see if they were going out. We actually used to call buildings in the hope that someone in that building was close enough by to pick up the phone when it was ringing and that they would then find out for us whether the person we wanted to speak to was there.
Marketing wasn’t much more sophisticated back then either. Row upon row of telesales staff in a smoke-filled rooms calling business owners from ripped-out lists from the Yellow Pages was the very height of digital interactive people-based B2B marketing.
The explosion in popularity of mobile phones in the late 1990s caused all that to change because you now phone actual people direct – you weren’t phoning buildings anymore. And rudimentary text messages could now be delivered within seconds to a phone where you knew the identity of the owner.
Together in electric dreams
The true advent of people-based marketing began with the introduction of the iPhone and the smartphone.
And now, the true commercial potential of people-based marketing and the absolute difference it can make to cost-effective customer acquisition and increased sales is here for us all to enjoy.
People-based marketing today
Today, we’re more connected than ever before. It’s not just devices like smartphones, tablets, and laptops that connect us. What also connects us is the programs and apps we run on our devices like WhatsApp, Facebook, Snapchat, Slack, Twitter, and more. There is increasing crossover in that apps designed for B2C use are now increasingly being adopted by B2B marketers eager to hit company growth targets.
B2B marketing professionals have moved away from the idea of targeting devices. The devices we possess and the apps we install on those devices now give us the ability to identify our likely customers and present compelling, engaging, sales-driven marketing messages to them in seconds – wherever they are and whichever device they’re using.
This is done by using cookies – small pieces of identifying data built into websites and apps which allow us to track an individual business decision-maker across multiple devices using multiple channels. People-based marketing works just as well for B2B propositions as it does for B2C companies.
People-based marketing and your company
B2B people-based marketing today is:
- highly customisable
- precisely targeted
- easy to measure, interpret, and tweak if necessary
But is your business currently using people-based marketing and, if it is, is it using to its maximum effectiveness?
Social Tree Global, owned and operated by two of London’s most experienced people-based marketers and backed by a growing team of innovative and commercially-focused social media experts, helps businesses like yours use tools like Sales Navigator on LinkedIn to build and curate lists of targeted decision-makers within businesses so that you can reach them whenever you want.
Building and curating the list is only the first step to prolonged success from people-based marketing. Just as important is reaching out individuals with tailored, relevant marketing messages and the running of powerful and engaging advertising campaigns on these platforms and beyond.
Become a brand to these customers. Become an influencer. Become an insider voice offering them insights they don’t get elsewhere. And, over time, convert that elevated respect and trust in you into real sales opportunities for you and your colleagues to follow up on.
Book a consultation
Social Tree Global is a key partner to some of the world’s largest brands and the UK’s quickest growing companies in getting the message right and getting it delivered to the people in charge of the companies whose new and continued custom will grow your business faster and more efficiently.
Please use the link below to get in touch with us to find out more about our people-based marketing service.