B2B marketing decisions often stem from brand personalities and approaches that are humanised and experiential. Across the globe, numerous on-ground tactics have been implemented, based on insights from experiential marketing psychology, that seem natural but are strategically placed to instigate buying behaviour. Similarly, in a chronically online world, brands demand strategic tactics that can nurture and influence buying decisions without being overly sales-driven.
Aroma strategy as a sales tool, inspiration for B2B to nurture experiences
Popular coffee giants such as Starbucks diffuse freshly roasted coffee aromas into their stores to evoke a sense of comfort and warmth, inducing increased purchases and longer stays in the store. On social media, this same strategy can be implemented to create a sensory pull through storytelling and rich multimedia experiences that make your audience want to interact longer with your B2B brand.
Convert wait into value for your customers
Disneyland’s popular claim of being the ‘happiest place on earth’ extends beyond the experience-rich rides and into an ecosystem of fun. Their carefully designed queues keep guests entertained with interactive characters, animatronics and holograms to keep the wait bearable. In the B2B world, the equivalent lies in nurturing checkpoints. Instead of pushing a hard sell, focus on creating interactive guides, exclusive events, and gated assets that make the wait between awareness and conversion feel valuable, while simultaneously turning downtime into engagement time.
Guided journeys for structured buyer pathways
IKEA follows the Gruen Effect, which involves a set layout pathway that takes shoppers across multiple room setups, subtly increasing exposure to products and inspiring purchase decisions along the way. B2B brands have the potential to translate this into sequenced content journeys that start with awareness pieces, such as industry insights, move into case studies for niche-specific credibility, and finally lead buyers towards product demos or consultations. Each link serves as a room in the buyer’s digital journey, carefully orchestrated to encourage thoughtful exploration that leads to action.
The actionable inspiration for B2B brands
Wherein offline experiences offer a limited window for conversion, the online space presents a plethora of opportunities for B2B brands to get inspired and implement their strategies in a converting manner. If brands can engineer experiences and build ecosystems while structuring journeys, they can accelerate their transition from being an option in the market to becoming a remembered choice.
If you need help implementing these into your current marketing strategy, book a call with our team to see how we can support.
