Getting your B2B2C marketing right in a post-pandemic world
Released 29 August 2022
Reading Time: 3 minute
APAC advertisers recorded more than $137.4m in digital ad spend wastage in 2021(1). What does this mean if you are a B2B2C player in the market? As a company that needs to sell products or services to other businesses and consumers, your marketing strategies need to be aptly cued to make potential buyers familiar with your brand name and value proposition while converting them into loyal customers.
Add on the additional layer of supply chain woes, travel restrictions etc in a post-pandemic world; achieving those sales KPIs is even harder. ResMed faced a similar challenge when marketing the new sleep apnea CPAP solution - ResMed Airmini. A product which was positioned to target travellers now had to be sold differently. A challenge the team at Ambrosia truly enjoyed solving!
To do this, here are six key best practices we focussed on:
1. Ensure your B2B2C marketing strategies are target-specific
The following steps will be helpful during this process:
- Determine your brand positioning
- Identify your target audience
- Run a competitive analysis
- Choose the most beneficial marketing channels
For ResMed, we had to immediately pivot from being a CPAP device for travellers to something more relevant to the current post-pandemic world. This is where we pivoted the messaging for AirMini™ based on our target audience's busy zigzag lifestyle brought about by the pandemic.
Most older millennials in SEA were experiencing the crisscrossing of professional and personal boundaries - working from home, caring for their kids and ageing parents, doing household chores, and more. Add to that the complicated decision of selecting which CPAP device to purchase. The campaign idea "Life is complicated enough. Sleep therapy should be easy" was executed across different platforms in three countries - Hong Kong, Singapore, and the Philippines, next in line: Thailand and Malaysia.
2. Invest in persuasive B2B email marketing
In a world where over 300 billion EDMs are sent and received daily, you need to ensure your emails are relevant, engaging and effective. A few tips on how to do this:
For ResMed AirMini, we created direct mailers for healthcare practitioners and consumers via database marketing. These helped drive greater resonance with our B2B2C audience groups. These emails also suggest related products, as well as special offers - guiding consumers to additional items they might need or want.
3. Optimise your digital B2B2C marketing platform
In today’s digital world, having a robust online presence is vital. For ResMed, we paid particular attention to optimising the campaign's landing page to drive registrations. This was a vital cog in the conversion funnel for the entire campaign. It was easy to use and messaging was simple and direct.
We also ensured that the website was mobile responsive. In the smartphone age, where most users view websites on the go, it is vital that the website loads quickly and users can have the optimum viewing experience.
4. Have a strong B2B2C content marketing formula
B2B2C means you are talking to the experts as well as consumers. They are usually driven by logic and open to being educated on the who-what-when-where-why-and-how of your brand. An effective content plan supports SEO efforts, creating more opportunities to convert potential buyers into active clients.
For ResMed AirMini, Ambrosia created content videos as well as digital PR activities to drive further resonance with the different audience groups. These proved highly effective in driving sales across the region for AirMini.
5. Harness the power of B2B2C social media marketing
Social media has been a compelling means of building brand awareness, highlighting your online presence and personality, and humanising your business.
We used social media to drive initial interaction for ResMed AirMini and to drive home key product USPs. This enabled us to spread our net wider and drive traffic to the campaign landing page successfully.
6. Localise for your markets.
We ensured that the AirMini campaign resonated with the various markets in the region by translating all the assets, including the landing pages into Chinese for Hong Kong and Thai for the coming Thailand launch. This ensured clarity of messaging as well as ease of understanding.
Hear from Ms Shermaine Foo, our client at ResMed, a global leader in digital health has to say:
The pandemic presented a global supply chain challenge that required us to pivot, reframe, and relaunch one of our devices - AirMini.
Ambrosia devised a meaningful strategy based on the complexities of the new busy zigzag lifestyle brought about by the new normal, with most older millennials in SEA experiencing the crisscrossing of professional and personal boundaries. They work from home, care for their kids and ageing parents, do household chores, and more. All these have made our audience multitask daily.
"Life is complicated enough. Sleep therapy should be easy" - an integrated regional B2B2C campaign allowed us to connect with our audiences through the different phases of the conversion funnel. Ultimately, driving lead generation for our local distributors across four countries: Malaysia, Singapore, the Philippines and soon Thailand.
The results were excellent to the extent that now, we have overwhelming demand in some countries. This, I must say, is a good challenge to have.
Lead, Demand Gen at ResMed
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