Never forget that B2B buyers are human too.
For most of us, there’s nothing remotely interesting about a Yanmar YDG2700N diesel-powered generator. Or an Oxygen/Lambda sensor post catalytic converter. Or the VH881HC band sealer.
It’s easy to fall into a trap that many engineering-led companies do. That’s to let their products do the talking. By doing so, they fall into a comparison trap, where vast amounts of detail are scrapped over, and decisions made on wafer-thin points of differentiation. In Simon Sinek’s writings on the ‘why, how and what’ of business purpose, this is definitely the ‘what’ – the lowest on the value chain. And it makes for incredibly unengaging communications.
Also, in this era of almost ubiquitously high-quality products, it is rarely the physical deliverable that makes a transformative difference. Instead, it’s the way the product is shaped as a solution, integrated into a delivery model, or can harness technologies to increase effectiveness. That gets us to the ‘how’ or the ‘why’ – where market differentiation and step changes in performance really live.
This is also where powerful messages are created. They can include provenance and technology stories about why the products were invented or developed in the first place. But the best stories are human stories. Stories of success, challenges overcome, of reinvention and victory.
Depending on the product, they can also be stories about improving the lives of family or, indeed, any human or animal.
The opportunity for industrial marketers is to uncover the emotional connection inherent in their products, and then let the world – or at least those for whom your product/brand is relevant – know about it is right in front of you.
And the best thing is that most industrial marketers don’t do this. So, when you do, the impact is doubly positive.
Research has found that 75% of professionals think it’s important for brands to connect with audiences through storytelling. Furthermore, 55% are more likely to consider purchasing a brand if those stories resonate with them.
So, how do you stand out from the industrial marketing crowd? We call it making a difference through the power of ideas.
Here’s a couple of recent examples that demonstrate the effectiveness of this approach.
Caterpillar VisionLink®: VisionLink® is an advanced fleet management technology platform that provides construction equipment owners with the machine data they need to make informed decisions and act.
Image: Cat® VisionLink
To meet the challenge of communicating the benefits of a relatively complicated brand proposition to the target market, via The New Truth™ process we arrived at ‘The Power of Knowing’ positioning. This was then used in a variety of content executions including digital and video around the world that engaged the hard-to-reach construction contractors.
This and main image: KingGee – You Wear the Crown
King Gee: Our campaign for the iconic Australian workwear brand shows that stories can take many forms. With research proving that being a tradie is a badge of honour today, our primarily digital campaign, with an emphasis on video, reinforces the pride the target market has in being a tradie and the fact that King Gee has been with tradies every step of the way since 1926.
How to incorporate storytelling into your marketing strategy
- Identify your brand story: Start by identifying the core values, mission, and the unique selling points of your brand and what it delivers at a human level. This may be as simple (yet compelling) as how it has helped the people who buy from you succeed in their careers or businesses. Also remember that what sets your company apart from competitors may not be a rational or physical benefit, but an emotional one – a sense of security or trust, or even that you’re just incredibly easy to work with. Think about the challenges you’ve overcome to deliver for your customers and the successes you’ve helped them achieve. By crafting a compelling brand story that resonates with your target audience, you can create strong emotional connections that drive revenue.
- Highlight customer success stories: Share stories of how your products or services have positively impacted your customers’ lives or businesses. Whether it’s a case study, testimonial, or customer spotlight, highlighting real-world examples of success can inspire confidence and trust in your brand, driving sales and revenue growth.
- Humanise your brand: Behind every industrial brand are people—employees, customers, and stakeholders – who play a crucial role in its success. You can humanise your brand by sharing stories of the people behind the products, showcasing their expertise, passion, and dedication. This personal touch can foster a sense of connection and loyalty among your audience, ultimately driving revenue through repeat business and referrals.
Key takeouts:
We humans live through the experiences of other humans, and nothing allows us to do that more effectively than great storytelling.
Industrial brands in Australia can achieve step changes in marketing performance, simply by going beyond product features and technical specifications to become the excitement brand in their category. By harnessing the power of storytelling, carefully targeted and delivered through the right digital platforms, brands can create compelling narratives that resonate with their audience on an emotional level, elevating your brand’s position and ultimately leading to increased loyalty, engagement and (ultimately) sales.