Building B2B growth through trust-context and community-led approach

Improving B2B conversions by minimum of 30%. Adopting a trust-context and community-led approach not only nurtures genuine relationships but also paves the way for sustained business expansion

Sep 04, 2023

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In the B2B world, there are different kinds of people who play a role in deciding whether to buy something. Let's look at most important of them:

1. Buyer: This is the main person who says "yes" or "no" to buying. They often look at the price, if it's worth it, and if it will help their business in the long run.

2. Influencer: Think of this person as the friend who gives advice. They might not decide, but they have a big say. They'll give their opinion on whether it's a good or bad idea to buy something.

3. User: This is the person who will actually use what's bought. They care about how easy it is to use, if it works well, and if there's help available if they run into problems.

Now, these people have different needs when it comes to buying:

1. Social Needs: It's about fitting in. Does buying this product make them look good or help them get along with others in their business community?

2. Emotional Needs: It's about feelings. How does buying this product make them feel? Relieved? Happy? Confident?

3. Functional Needs: This is the basic stuff. Does the product do what it's supposed to do? Does it solve a problem for the business?

4. Psychological Needs: This is a bit deeper. It's about how buying this makes them see themselves. Does it match their business goals or dreams?

Now, the question is,

Are there other ways we can cater to different needs of Buyer, Influencer or User, to set up the Trust-Context for speeding-up the buying process?

We look at it as…

Engaging with them before selling the product/service to set up the trust-context. This way, selling a product / service itself becomes “Upselling”, which is far easier than selling without a trust context.

For top leaders (CXOs, Founders)

They look for Exclusive Business Networking: A chance to meet and mingle with other big shots.
Personal Brand: Anything that boosts their image and reputation in the business world.

For the team leaders or heads:

Exclusive Insights: Special info that can give them an edge.
Networking Opportunities: Meeting peers to swap stories and advice.
Closed Space to Discuss Challenges: A private zone to talk about problems without any judgement.

For the regular folks doing the work (Jr/Mid-level):

Problem Space To-Dos: A place to list and tackle everyday issues.
Expert Events: Get-togethers where they can learn from the pros.
Jobs: Opportunities to move up or find new roles.
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Analysing Drop-Off Points across stages of Customer Funnel in b2B

There are various drop-offs in B2B customer funnel which have been noticed over a period. Community led growth can prevent these drop offs and accelerate the conversion across each funnel step. Let’s analyse each step and take an example of a B2B AI SaaS Productivity Tool.

Acquisition:

Usually, businesses focus on individuals actively seeking solutions. But what about those who aren't actively looking? The key lies in preemptive problem-solving. Instead of only marketing to those expressing a need, Can we educate, enable and market the broader market on potential challenges, making our solution a consideration even before the need becomes dire?