My teenage daughter is obsessed with Youtube. On a recent family vacation she insisted on driving down Vine street in LA because that is where they live. Because of her excitement, my dad actually thought we were going to visit her "real" friend. She can tell you what they ate for breakfast and where they will be at 6:00 tonight. The who’s who of the Youtube world might as well be a menu written in Greek for me. For the life of me, I just can’t understand how these people have millions of followers and are cashing in to the tune of 15 million annually just for filming themselves crashing a 6-year-old’s birthday party or trying to figure out how to work the washing machine.
However, the marketer in me can’t deny they all have one thing in common...they have taken the power of marketing to a whole new level. In fact, one could say, they have innovated marketing and maybe changed it forever. And, B2B marketers shouldn’t ignore what they can teach us:
So, how does this relate to B2B marketing?
Some say marketing is still in the midst of a seismic shift. Since I started in marketing a few years back (ok - more than a few), I have already seen dramatic changes like the onslaught of marketing technology, the role of marketing in the organization, the use of customer data, the ways in which we reach our audience and the list goes on.
But, the biggest change I think is still in its infancy. How we relate to our customers is changing. We are having to adapt to the way society has become accustomed to learning, engaging and even interacting. Marketers, even those in B2B, can utilize what teens and youtubers already discovered to grow their business:
While there is not a perfect parallel between youtubers selling merch and a B2B product/service sales process, modern day marketers should take some time to see how one of the hottest marketing trends of our time can be incorporated into their marketing strategy.
Author: KC Cox
Contributing Author: Ryan Andrew
My name is KC DeKorte-Cox and I am a demand generation marketing expert with over 15 years of experience focused primarily on helping businesses with marketing and sales alignment strategies aimed at driving growth. I help design marketing and sales programs that scale by leveraging the power of technology, specifically CRM and Marketing Automation.