Part 2 of the B2B Human Connections Report is now available: Find out how authenticity shapes buying behaviour

Demographica, in partnership with Labyrinth Behaviour Collective, has released the much- anticipated Part 2 of the B2B Human Connections Report, a ground-breaking whitepaper that draws on 8 years of human-centred research to identify the 4 critical types of human connection that shape buying behaviour within the B2B world.

Following on from the recent release of Part 1, which took a closer a look at ‘Shared Connections’ as an important motivator during purchase decisions, Part 2 delves deeper into ‘Mutual Authenticity’ and how by being authentic as a brand, you can encourage your customers to be authentic with you.

“In the realm of B2B, human connections form the currency of success. They are the invaluable resources that fuel relationships and open doors to limitless opportunities. By understanding the emotional, cultural, and behavioural aspects of this market, B2B businesses can seize control of these connections and engage customers in ways that truly resonate. As such, the report will be particularly beneficial to CMOs, marketing managers, marketing directors, CSOs, or B2B salespeople, as well as CEOs or heads/managers of B2B brands by assisting them to understand the importance of human insights,” explains Claire Denham-Dyson, Head of Anthropology at Demographica and Founder of Labyrinth Behaviour Collective.

With Business Anthropology forming the basis of what is used to make informed choices about the kinds of messages Demographica crafts to send to its clients’ customers, Denham-Dyson says more than just messaging anthropology also plays an important role in encouraging marketers to look at the whole value chain and understand the role of communication, marketing, and sales in enabling a particular kind of B2B customer experience.

The 4-Part series includes:

  • Part 1: Shared Experiences – How B2B marketers create shared experiences in B2B marketing and sales initiatives, onboarding the whole Decision-Making Unit (DMU), not only homing in on the buyer.
  • Part 2: Mutual Authenticity – What kinds of creative are ‘allowed’ in B2B? Learning to be honest, open, and vigorous in your pursuit and defence of what you stand for, enabling your customer to be the same.
  • Part 3: Holding Space – How to show up along the value chain for people, journeying alongside B2B buyers as they navigate their online and offline lives.
  • Part 4: Reciprocity of Spirit – Where to be positioned in the client experience to have the most impact, while creating new, meaningful value dimensions at every touch point.

Elaborating more on Part 2 and what marketers and readers can expect, Denham-Dyson says, “mutual authenticity is really about learning to be open with the customer and asking the customer to do the same with you – creating transparency and intimacy in B2B storytelling is important in building trust and showing up authentically as a brand.”

“Asking your customers to be a part of brand building and learning who they are and what they stand for, will allow your brand to own a more deeply connected and long-term role in your customer’s business,” she concludes.

‘Part 1: Shared Experiences’ and the newly released ‘Part 2: Mutual Authenticity’ are available to download here. Parts 3 and 4 of the series coming soon.

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