Demographica, in collaboration with the Labyrinth Behaviour Collective, has unveiled the eagerly awaited third instalment of the B2B Human Connections Report. This whitepaper is the culmination of eight years of human-centred research and illuminates the four pivotal categories of human connections that mould purchasing behaviour within the B2B landscape.
Building on the previous release of Part 2, which delved into the significance of Mutual Authenticity in influencing purchase decisions, Part 3 delves further into the concept of Holding Space. It explores how understanding the buying journey from the customer perspective can help you invest in the moments that need you the most.
“In the realm of B2B, human connections are the lifeblood of success. They represent invaluable assets that drive relationships and open doors to boundless opportunities. By comprehending the emotional, cultural, and behavioural facets of this market, B2B enterprises can take charge of these connections and engage customers in a way that builds long-lasting relationships.
This report is particularly valuable to CMOs, marketing managers, marketing directors, CSOs, B2B sales professionals, as well as CEOs or leaders overseeing B2B brands, aiding them in recognising the significance of human insights,” clarifies Claire Denham-Dyson, Head of Anthropology at Demographica and Founder of Labyrinth Behaviour Collective.
Business Anthropology serves as the foundation for making informed decisions regarding the messaging crafted by Demographica for its clients’ customers. Denham-Dyson emphasises that, beyond messaging, anthropology plays a crucial role in encouraging marketers to scrutinise the entire value chain and understand the role of communication, marketing, and sales in shaping a particular B2B customer experience.
The four-part series encompasses:
Part 1: Shared Experiences – Exploring how B2B marketers create shared experiences in marketing and sales initiatives, catering to the entire Decision-Making Unit (DMU) rather than focusing solely on the buyer.
Part 2: Mutual Authenticity – Examining the kinds of creativity permissible in B2B and learning to be forthright, transparent, and resolute in representing your brand, thereby encouraging your customers to do the same.
Part 3: Holding Space – Demonstrating how to align with individuals along the value chain, accompanying B2B buyers as they navigate their digital and offline journeys.
Part 4: Reciprocity of Spirit – Identifying the most impactful position in the client experience while establishing novel, meaningful value dimensions at each touchpoint.
“Holding space is all about understanding where your customer is on their buying journey – not only in terms of the traditional ‘funnel’, but in terms of their emotional state and needs,” elaborates Denham-Dyson on Part 3 of what marketers and readers can anticipate.
She concludes that, “holding space is traditionally thought of as something we do only for individuals in 1:1 environments, but B2B brands can work harder to create moments of clarity, caution, and action for buyers in a way that acknowledges their personal and business highs and lows. This is especially important in world where the digitisation of marketing communications is at an all-time high – even in B2B.”
Part 1: Shared Experiences, Part 2: Mutual Authenticity, and Part 3: Holding Space are available to download here. Part 4: Reciprocity of Spirit, the final report in the 4-part series, is coming soon.
