There has been lots of persuasion to switch from the sales marketing funnel to the flywheel. And like dating, if you research the topic you may be persuaded, intrigued or even confused.
In industry, Quality Assurance has always been a circular motion of “plan”, “do” and “check”. Pretty simple and easy to understand, however, there are now B2B flywheels with multiple circles, circles within and outside, making it a dizzy spell rather than a clear way forward.
I look at the simple logic of B2B marketing requirements, how they have changed and how to adapt. Similar issues appear with dating and relationships, so let’s compare how they are the same.
And now: here are 6 reasons a B2B Flywheel is like dating.
1. Attract – Do you need a date? You only have “seconds” to get attention. The latest fashion, a sprinkle of cologne/perfume is a great start. Recognizing and projecting a flirtatious behavior will spark interest if directed at your object of desire.
With B2B marketing the same idea puts your business out there to attract a client. Video, websites, emails, blogs, etc. all need someone to take interest and make the next step CTA (Call to Action). And just like dating, who is your ideal date, and what specific actions are required to get their attention?
2. Inform – Ok, you got your potential date’s attention; how do you keep them engaged? A funny or educational story always works well, especially a subject or answer they want to discuss. If you inform (B2B content marketing) properly, you will get phone/email details or a social media connection. By the way, pick-up lines are like non-specific ads, you might get a laugh or nod, but it’s probably been heard/seen before and not tempting enough for more desired action.
Like B2B marketing communication, if you talk only about yourself, you will end up by yourself. You have to appreciate your customer, provide empathy to their problems and how you are the solution. Like securing a date, if you got phone/email details (sign-up) from your customer, you have taken a step closer to the sale.
It may take a long time and loads of content (blogs, emails, video, white papers, case studies, etc.) to get through this stage depending on your price or complexity of the product or service. Same with dating, if you buy a gift or say that magic four letter word “love” or push the “sale” too soon you can scare your prospect away forever.
3. Sales – If your attraction and information worked, you probably were able to secure a real date (coffee or dinner). This is also the height of all content (inform) marketing, to get your return on your B2B marketing investment. Congrats if you reached this dating/B2B marketing milestone. The deal has been agreed and everyone is happy.
4.Service – You had your dinner date; it went very well, so naturally you follow up with communication. In B2B this can also be called nurturing, where you continue to support and inform your client.
It should be obvious you are gearing up your client/date for another sale, a repeat or new offering. Maybe a better proposal, like a dinner and a movie. With B2B, it could be a better product (more money), accessories, or support like training. The term here can be called up/cross-selling because you are trying to keep and build the established buyer relationship.
5.Loyalty – Now you have a steady relationship, and you continue building on it like being introduced to friends/family, maybe a promise ring/engagement ring. Trust has been reinforced and it makes your relationship even stronger.
In B2B very similar events occur with “brand loyalty”, you get likes, follows and forwards on your posts, social media and LinkedIn connections. In my opinion, this is your secondary sales force. Customers/followers brag about you and mention you to others with the same or potential problems that you solved.
6.Review – This last stage is a constant monitoring of all other steps. Maybe you are now married and you both work hard to continue a positive relationship. There are always ups and downs, so keep an eye on the target and adopt your attitudes to ensure any problems are solved as quickly as possible.
For B2B marketing this is not the end, but also the beginning of the circle again. What’s working, what’s not, what content or advertising changes need to be done? How do we keep current customers happy and ensure nonstop and responsible content?
Surveys and feedback are critical to note problems and fix them immediately. You want to keep the customers you have, so recognizing and adapting to new issues or challenges must be introduced to start and keep the attraction phase.
In conclusion, dating and B2B marketing follows a similar process. If you don’t approach it with serious intent/content, you’re going to end up alone and broke like a failed business. However, if you follow these key steps, your business life will improve significantly and in conjunction, your current or future relationship can ride and enjoy your success momentum.
Email me now for your free consultation to discuss your B2B Industrial Safety Marketing solutions.
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Thank you from your B2B Industrial Safety Copywriter!
Bryan Popowich
