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# Why Manufacturing Organizations Should Embrace a Human-Centered Marketing Strategy
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## A Personalized Approach Can Benefit Your Business and Build Stronger Customer Relationships
Recent surveys have shown that over 50% of business people respond better to friendlier, more humanized messages than direct ones. But why are companies so scared of humanizing their presentations and how can they get started?
In this article, I will explain the importance of taking a human approach with B2B marketing strategies and provide practical advice that manufacturers can use to create meaningful connections with their target customers.
## What is B2B Humanized Marketing?
B2B humanized marketing is the practice of leveraging personalized messages and content to break the boundaries between business-to-business (B2B) brands and their customers. It focuses on transforming a corporate approach by recognizing potential customers as individuals – with emotions, wants, and needs – rather than companies or accounts. This form of communication approaches marketing more as a storyteller, encompassing honest storytelling about topics related to the B2B industry in order to grab attention and relate to target audiences.
Its main goal is to make the commercial B2B message easier to read, digest and act upon, which is something that traditional one-size-fits-all approaches can often lack. By leveraging humanized marketing, B2B companies can create meaningful connections with their customers while building a strong base of loyal supporters who stay engaged with their brand over time.
### According to a study by Deloitte, B2B organizations that prioritize creating a human experience for their customers are twice as likely to see higher revenue growth compared to their competitors.
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## Why Focus on Humanized B2B Marketing?
Humanizing your B2B marketing efforts can lead to valuable results in the manufacturing industry. Humanizing your content allows you to connect with your target audience on a more meaningful level and helps them visualize using and benefiting from your product or service. Doing this provides a more personal connection that resonates stronger and leads to greater engagement which can then lead to improved ROI for manufacturers.
Additionally, focusing on humanizing B2B marketing campaigns also offers benefits for customer retention and loyalty as it reinforces trustworthiness and helps build positive relationships with customers.
## Advances in Humanizing B2B Marketing for Manufacturers
In today’s candidate-driven market, humanizing B2B marketing as a manufacturer is key to building lasting client relationships. To keep up with the times, manufacturers must invest in more advanced strategies that go beyond traditional outbound tactics like cold calls and emails.
These include developing personalized campaigns full of engaging content and using cutting-edge technologies such as artificial intelligence (AI) and machine learning to deliver tailored messages for each customer segment. Additionally, manufacturers should focus on digital initiatives that ensure their messaging is valuable, relevant, and timely across channels.
Finally, the production of humanizing content becomes easier when leveraging user-generated stories from customers to create brand loyalty and trust.
### B2B buyers engage in an average of 27 interactions over the course of a buying journey, and 60% of B2B purchases now involve groups of four or more people.
## How to Humanize Your B2B Marketing?
Humanizing your B2B marketing involves speaking to your audience on a personal level. To start, create buyer personas based on research and analytics of the customers you’re targeting. These profiles should include their job title and responsibilities as well as their goals and challenges they face in relation to your product or service.
Next, use language that is tailored specifically to your audience—make sure it’s relevant and clear. Try telling potential customers stories about how your product or service has helped a specific customer, rather than explaining its features in technical jargon.
Lastly, connect with your audience on social media and showcase the people behind the scenes of your company. All these efforts will help humanize your brand and present an authentic representation of who you are as a business.
## Why You Should Incorporate Storytelling in Your Communication?
It is important for manufacturers to have engaging communication with their customers because it helps to humanize the brand. Storytelling can be used as an effective way to connect with the customer on a more personal level and build trust in the business. This can help boost customer loyalty and sales.
In addition, effective communication can help create a better understanding of the products or services offered by a manufacturer and can help reduce confusion among customers when it comes time to make a purchasing decision.
Lastly, engaging communication between manufacturers and their customers also allows for two-way feedback which can be invaluable in making improvements to products and services over time.
## Engaging Communication in Humanizing B2B Marketing for Manufacturers
As manufacturers, it’s important to have engaging communication because it helps establish trust and build engagement with your customers. Having an effective communication strategy allows you to humanize your company through storytelling and marketing initiatives that focus on customer needs and benefits.
Engaging communication also allows you to effectively showcase your product or services, build relationships with potential customers, and gain valuable feedback from existing ones. When customers know that your messages are filtered through human empathy, they can recognize a level of care in how they’re being handled. This helps foster loyalty between manufacturing businesses and their customers.
## The Power of Showcasing the People Behind Your Brand
Showing the people behind your brand allows you to humanize your B2B marketing, bringing a much-needed level of humanity and storytelling to the manufacturing industry. It introduces buyers to the people who make the products or offer services, thus forming strong relationships.
Moreover, it personalizes content for customers and helps them get an understanding of who is providing them with goods and services. Highlighting those people not only makes it easier for prospects to connect with your company and its offerings but also helps increase brand loyalty.
By showcasing the people at your company that help make it successful, you create a powerful connection between your business and prospective buyers that can’t be broken easily.
### Human emotion is a potent decision driver —90% of human decisions are based on emotions.
## The Role of Customer Reviews and Testimonials
The benefit for a manufacturer to use customer reviews and testimonials is that it can help them to humanize their B2B marketing and build trust with potential customers. Customer reviews and testimonials provide an opportunity for manufacturers to show how they are meeting the needs of their customers, demonstrate their values, provide evidence of quality service, and create relationships based on mutual trust. Research also shows that customers are more likely to purchase from companies they trust, making customer reviews and testimonials an invaluable resource in establishing cult-like brand advocates who will positively speak of a company’s products or services
## As a professional in the manufacturing industry, I have seen firsthand the positive impact that a human-centered marketing approach can have on an organization’s marketing efforts.
## The Benefits of a Human-Centered Approach in B2B Manufacturing
It is important for manufacturers to adopt a human-centered approach to B2B (business-to-business) relationships because it can lead to increased customer satisfaction and loyalty. By taking the time to understand the needs and preferences of other businesses, manufacturers can create a more tailored and relevant experience, which can help to build stronger relationships and foster a positive reputation.
Additionally, a human-centered approach can help manufacturers to differentiate themselves from competitors, as it shows a dedication to meeting the specific needs of other businesses. In a competitive market, this can be a key factor in winning and retaining customers. Finally, a human-centered approach can also help to improve communication and collaboration between manufacturers and their business partners, which can lead to more efficient and effective partnerships.
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© 2023 Sannah Vinding