Even the advanced products fail to lift from the ground without a strong purpose. Hence, it is critical that B2B marketers should define, communicate and initiate the purpose that incites confidence and resonates with the target audience.
An organization’s purpose today goes beyond simply generating revenue. In fact, events since 2020, political and social unrest, and economic uncertainty, have forced organizations to rethink their purpose.
For organizations to incite confidence and strengthen relationships with customers, it is not an option to just have a purpose for the sake of it. They should cultivate, foster, and practice to get employee/stakeholder buy-in for a greater probability of success.
Organizations with a strong purpose are better positioned to attract top talent. In fact, as per a 2018 study from Mercer, titled “Global Talent Trends 2018 Study,” high-performing individuals are three times more likely to work for an organization having a strong sense of purpose.
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Another study conducted by Arketi Group in 2021, titled “Purpose in Practice,” revealed that B2B marketing executives said purpose activation is linked to the financial success of the organization.
This shows that the purpose of an organization matters. It is the responsibility of employees from marketing and communications to define, communicate and initiate the purpose of the organization that resonates with them.
While purpose and humanizing brands are traditionally linked to B2C, it has become relevant and prevalent to B2B organizations. Here are a few actions that B2B marketers can take to create a well-defined purpose that will stay on top of the mind of the customers and stakeholders:
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Set the record straight
Creating a purpose without a strong foundation does not incite confidence and the buy-in is unlikely. Setting an aim without taking input from various stakeholders is likely to fail as people do not feel connected. Hence, B2B marketers should take inputs via surveys and focus groups before creating a purpose. This will allow them to ensure that their defined objective is impactful to the present and prospective customers and stakeholders.
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Convey the purpose clearly and concisely
Establishing and initiating a purpose can be especially challenging if the organization has a global footprint or has been through multiple acquisitions. Employees and various stakeholders in different regions with diverse cultures can act as hurdles when narrowing down ideas.
B2B marketers should ensure that the purpose of the organization is easy to understand and resonate with employees and employees working around the globe are passionate about.
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Simple statements around core values create a digestible message that employees and others can relate to, regardless of their background or location.
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Integrate into everything the organization do
The purpose of the organization should not only be restricted to posters on the walls of the organization. Instead, B2B marketers should incorporate purpose into everything the organization does.
They should recommend the staff across the organization to shout out the organization’s purpose at the bottom of their email signature. Also, B2B marketers should make it a point to convey purpose during all-teams meetings and the intranet for employees. They should incorporate it into employee reviews and training and activate it with their customers and business executives.
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