More and more B2B companies are raising their profile by highlighting the difference they are making on the issues that matter. “Many talk about their values, but we can show that we live them and that our values shape our daily actions,” says Geraldine MacCarthy, Chief Revenue Officer and Marketing Lead at Personio, the human resources management platform founded in Munich in 2015. ” For example, diversity is extremely important to us. Over half of our leadership team is female, as is 70 percent of my senior sales leaders. That gives us authenticity, and it’s an important part of what defines our brand.”
Brand building through empathy and authenticity
MacCarthy and her team have a strategy for building the brand Person Developed: They place a special emphasis on empathy and marketing tools that support HR professionals when they need it most. “When the pandemic hit, HR found itself in a crucial role,” she explains. “HR leaders wanted not only guidance, but also new processes that would make their day-to-day work and that of their employees easier. Our blog with practical guides was “Here’s a key resource for them, which we’ve seen through a large increase in engagement rates. This has helped us identify the content to support them with offline and online,” says MacCarthy.
For Personio, B2B marketing means more than a successful deal. Rather, it’s a tool for building lasting relationships and illustrating why brands with purpose are such a huge advantage in B2B business. After all, signing a contract with technical partners or a new HR platform is different than buying deodorant or shoes. This is also about trust and companies that can prove this trust to their customers.
You can find more information about B2B marketing here.
