This infographic from Oneupweb highlights the importance of a key differentiator in B2B marketing campaigns: personal value. Since 80% of B2B buyers see no discernible difference in business benefits among suppliers, it's crucial that you bring personal value to your content marketing strategy. Personal value, studies have shown, offers twice as many perceived benefits as business value. So don't prattle on and on about your history and expertise, or your commitment to open dialogue. Instead, show companies that you understand their pain points and can ease their suffering. B2B customers are also more invested than their B2C counterparts (in terms of job security and credibility), so it's even more important that you talk about how to solve their unique problems. Check out what we have to say about the B2B marketing process at http://www.oneupweb.com/sexy.

1. B2BS personal value?
HOW IMPORTANT IS
No. 1
FACT
IT’S A PRETTY
BIG DEAL
PERCEIVED “UNIQUE
BENEFITS” DON’T MATTER
80% of B2B customers see no real
difference between B2B suppliers
enough to pay for it.
Are you engaging with your consumer at
a personal level? Business value is still
important, but it’s not a major differentiator.
The B2B buying process is deeply personal.
Personality is appealing. Personality is
sexy. Bring a little personality to your B2B.
80
%
For the full picture, get the paper
—B2B: Bringing Sexy Back—at
OneUpWeb.com/sexy
No. 2 B2B CUSTOMERS ARE MORE
FACT
PERSONALLY INVESTED THAN B2C CONSUMERS
B2C CUSTOMER
B2B CUSTOMER
» Status/Affluence
» Loses Credibility
» Out-of-Pocket Dollars
» Loses Career/Job
» Bad Product/Service
» Employer Loses
Experience
Credibility
» Employer Loses
Stakeholders
No. 3
No. 4
FACT
FACT
PERSONAL VALUE
2X > BUSINESS VALUE
B2B MARKETING ≠
CUSTOMER EXPECTATIONS
Marketing efforts don’t align with
what customers find important.
40
30
B2BS TALK TOO MUCH ABOUT:
20
1
10
21%
0
42
%
» Functional Benefits
» Professional Benefits
» Business Outcomes
Honest & Open Dialogue
2
Supply Chain Responsibility
3
Specialized Expertise
4
Storied History
» Social Benefits
» Emotional Benefits
» Self-image Benefits
IMPACT OF PERCEIVED BRAND BENEFITS
ON COMMERCIAL OUTCOME.
B2B CUSTOMERS CARE THAT YOU:
1
2
SOURCES
http://www.executiveboard.com/exbd-resources/content
/b2b-emotion/pdf/promotion-emotion-whitepaper- full.pdf
http://mckinseyonmarketingandsales.com/sites/default/files/pdf/McKinsey-Business-Branding-Bringing-Strategyto-Life_0.pdf
ONEUPWEB.COM
Empathize With Their Pain
Are Confident That You Can Ease
That Pain
3
Tap Into Multiple Stakeholder
Needs and Goals
1.877.568.7477
INFO@ONEUPWEB.COM
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