I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology?
This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix.
Let's face it, even if it was possible to curl up in front of the fire with a glass of wine and our B2B products and services, no one would do it. Most of the things we sell are about as emotive as army ants.
That's why I'm going to answer the question (and invite accusations of copping out) by saying that we shouldn't try to use our dry technologies as the basis for emotional engagement.
We have to stop torturing ourselves trying to write interesting things about our dry technology. That's what has led to the horrific vocabulary of mindless marketing speak that makes us utter things like "demonstrable value" with straight faces while deluding ourselves that it leaves an impression on customers. (Hey, it was the best thing we came up with at the meeting, so why wouldn't customers like it, too!?)
Where are the people and the stories?
Journalism has long understood that people respond to other people and to stories. Those two things are built into the process. You get fired if you don't interview people and feature them in your story. And you never get any interesting assignments if you aren't able to communicate information through a narrative structureâ€"a story with a number of star characters and a beginning, middle, and end.
It's the same in B2B. It's why our latest ITSMA marketing budget survey shows (free summary available) that thought leadership has risen to a higher priority level than in any recent year. Ideas can create an emotional connection. Okay, so it's not big emotion, but it hits some buttons:
- Gratitude. This company understands my pain
- Loyalty. I may need to keep an eye on these guys in case they say something else that moves me.
- Respect. These guys are smart.
Image via Wikipedia
But for all of these things to hit, customers need to be able to connect them to people. Social media offers some new ways for us to build emotional connections with customers by connecting them with other people and their stories. (Ever wonder why Sockington is so popular? Even making a cat more like a person works.) Blogs let us feature our subject matter experts (SMEs) not just as brainiacs but as people that customers can eventually feel comfortable reaching out to directly. Twitter, LinkedIn, etc. all do that, too.
But let's not get too hung up on social media. This has to permeate all that we do. It's why those expensive private events work so well.
What do you think? How do you use emotional engagement when talking about dry technology?
