A Red Cape Among White Ones: B2B With a Twist

To succeed, B2B marketers need to stop selling products and start selling outcomes.
I accidentally stumbled upon this idea while doing my research, reading a Forrester report.It instantly grabbed my attention and I could not get over how well it applies to the current status of the entire B2B market. The fact of the matter is that we are still stuck somewhere in the past, thinking that customers living in this highly competitive market will appreciate yet another different product in appearance, but the same in reality. The problem is that we have not yet learned that trying to manipulate our customers will one day come to haunt us in the worst possible manner, financially. You don’t want chargebacks, right? Well, if you don’t, then it’s time to scratch everything you knew and start fresh.

Here’s when that idea begins to make some sense.
You might have wondered: OK, so if we are not selling products, what are we going to deliver? And why turn our backs on the market? There are software developers who make mind blowing profits by applying the traditional strategy. Why fix something that’s not even broken? Well, let’s take things one at a time, shall we?

Just keep on selling
First of all, you will continue to sell products, evidently, but the question here is how and not necessarily what. For instance, instead of saying you are selling a flawless, user friendly photo editing software, just like the rest of the entire market, by the way, you could say that you were selling pieces of life. Go for the experience, rather than the actual product. The outcome, remember?

The point here is to remember that by saying that your product is flawless, professional, high quality and other overused phrases, you are actually sending out a message saying that you know that these are problems this type of software generally stumbles upon. But you have fixed them all and customers ought to take your word for it and verify later, preferably after they have paid. When you are selling an experience, you are selling a feeling, a moment, something that cannot be measured, compared or reviewed. Why? Because experiences are personal. Use a general sales approach to sell specifically.

Own your market
Next, you are not turning your back on the market. You are just dominating it. Have you noticed the chess board? Only those pieces that have a meaning in the game carry a different design.

You want to be the king or the queen, even the bishop or the knight, anything is better than being one of the eight identical pawns. Turn your market into your own chessboard and grab control. Be different and you’ll at least get their attention. It’s a great way to start.

Profit, product of originality
Last, but not least, there is the question regarding profit. This is a rude misconception in my opinion and a phrase that should not be spoken. True success comes to those that are brave and not to those hiding behind traditions. It’s like following a cooking book written in the Middle Ages. You lack the ingredients, the taste has changed, the expectations are completely different. Those recipes could very well be responsible for some delicious meals, but not one person from this century is going to know, because they want something new, something fresh. You are giving old traditions to millennials. Throw the dice and go back three spaces. Check the market. Everyone’s the same. It’s like a tech uniform with nothing better to do than to excuse itself for mistakes that have not yet happened, but are going to.

How Do You Market To Millennials?

Trends come and go in marketing, and it’s not always easy to connect with your target audience unless you really understand what motivates them.

Who Are Millennials?

Generation Y, also commonly referred to as Millennials, are people born roughly between 1982 and the mid-1990s, reaching the age of 18 between 2000 and 2008. There are about 75 million of them, equal or slightly higher than the number of baby boomers (those born between 1946 and 1964).


Millennials are typically tech-savvier than previous generations, though not as adept as Gen Z, their younger counterparts. They are the last generation to grow up as non-natives to technology such as the internet and smartphones – as compared with Gen Z, who can’t imagine a world without them.


Millennials have been raised with TV and internet marketing, so they are going to be more skeptical of what they see and will not usually respond to many of the traditional marketing and sales pitches.


Millennials are much more racially and ethnically diverse than previous generations, though that can lead to some opinionated pushback and bias compared with Gen Z, who are generally not as prejudiced and want everyone to get along.

Millennials enjoy TV, including cable, satellite radio, the internet, e-zines, and some social media, usually Facebook and Twitter. They have a less material possessions accumulated and many are not married and have no children. This trend is most likely because of going to college and then having the burden of paying back a large amount of student loans.

It has been tough economically for Millennials who came of age in the middle of the huge recession of 2008. This made them cautious about getting into debt. If they do want to buy something, they will comparison shop and demand good value.

Employment, and Accumulated Wealth

As a result of the economic downturn just at the point where they were coming of age or graduating from college, Millennials have found it hard to enter the workplace. Some still live with their parents out of economic necessity or just plain comfort. They don’t have nearly the amount of spending power that boomers do.

As a result of not being married and often living in a shared household, Millennials are often interested in travel and experiences like going to spas. They do want a house, car and family one day, but not until they can afford it.

Brand Loyalty

Millennials are not brand loyal in many cases. They will change depending on price, style and trends if the marketing messages they see resonate with them.

Your 2020 Guide on How to Get the Most Out of Video Marketing

Video Content Marketing Trends & Tips
In the past few years we’ve seen a massive increase in video content popping up online, and there’s no sign of it slowing down.

From creating webinars to putting short clips in emails, a video marketing strategy is a must if you want to truly engage with your audience in order to improve brand awareness and boost leads and sales.

According to Wyzowl, a company that creates animated explainer footage, 83% of marketers say video helps them with lead generation, and 87% say it has increased traffic to their website.

Some other benefits include:

It’s good for SEO. If your stuff is compelling enough to attract views and shares, your Google search ranking can improve.
It’s a timesaver. It doesn’t take long to create short yet engaging clips in comparison to writing an article or blog.
It’s affordable. It can be more cost-effective to create a short clip vs. producing an ad or a blog.
It gets attention. People may scroll through written words, but most will at least give a glance to interesting footage.
As we head into 2020, here are three video content marketing trends you can expect to see going forward.

Vertical videos. Just when everyone seemed to get the memo that horizontal filming is best, vertical videos come along! This is because consumers watch a lot of things on smartphones.
Instagram and Snapchat were the first to utilize vertical videos in Stories, and Instagram Television (IGTV) was next.
Even Netflix uses vertical digital marketing videos to showcase previews.

Live streaming. This refers to anything that is recorded and broadcast in real time. People like to feel like they’re being spoken to directly and authentically, and live streaming is also a low-cost way to produce collateral.
We’ve seen more and more social platforms implement this functionality, including Instagram Live, Facebook Live, Twitter Live and LinkedIn for a select few.
In-video shopping. So far, it seems to be largely clothing retailers who are leveraging this tactic. How it works: Users can click on a section of the screen (say, a skirt on a model) and be directed to the link to buy the item.
A recent survey by Brightcove revealed that 23% of consumers overall and 30% of Millennials want links that let them directly purchase a product.
Now that you’ve got an idea of what’s going to be popular in 2020, here are some ways to incorporate engaging footage into your campaigns this year.

Use your landing pages.
A survey by marketing technology company Eyeview showed that video on landing pages can increase conversions by 86%. It’s a great way to increase search rankings, as Google’s algorithms are increasingly prioritizing websites with this type of content.
Other advantages: It can lead to more social shares, build trust and awareness and reduce bounce rate.

Shopify created an inspirational brand montage that lives on their homepage. It explains what they do, highlights different customers and announces they now support one million businesses.

Blogs and articles.
Did you know blog posts can be just as valuable as a landing page? Think about filming your post instead of writing it (or do both), and you’ve easily increased the odds of that info reaching more visitors.
Moz, which is considered an SEO authority, found that showing a clip with blog images and text increased reach by 3X.

One of our clients, Financial Recovery Institute, uses it in a blog to tell a story.

Emails and newsletters.
The digital marketing videos you create will depend on your objectives and goals. For example, are you announcing a new product, an event, or a course you want people to sign up for?
You could also use email to give people a sneak peek of longer footage on your website. Once you’ve decided what you’re promoting, you can begin shooting.

Something to note: There are over 30 major email clients, including Microsoft Outlook, Gmail, Yahoo Mail and Apple Mail. Some of them don’t support the requirements for using clips in emails.

Several of the popular email newsletter services like AWeber and MailChimp make it simple to share what you film by using a screen capture and linking the image to the original content.

That way, a user can just click on the image in the email and be directed to your clip. Want to learn more? Check out our recommended email newsletter providers.

Social media platforms.
A solid social media strategy is essential, and you only need to glance at your Facebook, Twitter, Instagram or LinkedIn feed (and of course YouTube and Pinterest) to see how big a role video plays for companies.
Some formats you could shoot for social media include:

How-to guides
Behind-the-scenes glimpses
Unboxings (if you have a physical product)
It’s important to remember that each social media platform has rules around how long your digital marketing videos can be. Here’s a quick reference guide:
Facebook allows you up to 240 minutes (though you probably wouldn’t want to use all that time),
Twitter provides 2 minutes and 20 seconds.
Instagram gives you one minute if shared as a post, 15 seconds as a story and up to 1 hour as a live or IGTV video.
LinkedIn has a 10-minute limit.
Snapchat allows 10 seconds.
Make sure your videos are optimized for each social media platform. Viewers on Instagram expect different things than those on Twitter, for example.
We can’t possibly cover every platform or video content marketing strategy out there, but I hope this has given you some ideas on how to use this valuable tool in 2020.

Remember: No matter what you’re creating or selling, it’s all about storytelling. It’s time to tell the most authentic and compelling stories you can about your products or services!

And if your organization needs help with social media marketing, it’s best to find a qualified service provider who understands the specific nuances of the different social channels and what works best on each.

Susan Friesen, founder of the award-winning web development and digital marketing firm eVision Media, is a Web Specialist, Business & Marketing Consultant, and Social Media Advisor. She works with entrepreneurs who struggle with having the lack of knowledge, skill and support needed to create their online business presence.

As a result of working with Susan and her team, clients feel confident and relieved knowing their online marketing is in trustworthy and caring hands so they can focus on building their business with peace of mind at having a perfect support system in place to guide them every step of the way.