B2B communication is a relationship between companies that aims to resolve incidents, find solutions, improve processes and/or open up new business opportunities.
This is our day-to-day work at Telefónica. We talk to companies of all sizes and sectors that need specific digital solutions that we can offer. And we’re not just talking about connectivity or services, but helping them meet the challenges they face on a daily basis.
How does it differ from B2C communication?
They are different communication channels. In B2C, companies or brands try to connect with consumers on a more emotional level, influencing their habits. To give an example, think of any Movistar Plus+ television advert about sport: it focuses on closeness, on becoming the leading audiovisual content platform where you can enjoy a sporting event with your loved ones.
In B2B communication, this process is more rational. Messages must emphasise the efficiency of the product or solution, trust in the company and return on investment. And let’s not forget that decision-making depends on more than one person, usually a committee of companies, and that purchasing processes are more long-term.
What are its key characteristics?
We must take into account:
- Language. Use a professional but clear tone. We leave the technicalities to the technical department, while we provide our interlocutor with messages that make it easy for them to understand our proposal and the benefits they will obtain by accepting it.
- Content. The message must add value. We must be able to demonstrate that our solution improves our customers’ business by turning the concept of expenditure into investment.
- The relationship. Our main objective is to create lasting relationships with our customers. To become their technology partners. That is why we are committed to offering a range of activities, such as training, events, forums, etc., that improve our relationship with our customers and enable them to identify us as the partner that accompanies them in their growth.
What channels are used for B2B communication?
There is no single channel of communication in B2B, but rather a set of channels that are used to strengthen the relationship.
For example, professional networks such as LinkedIn are an excellent channel for sharing information, knowledge, advertising events, etc., and also for finding and connecting with representatives or decision-makers in companies.
Of course, corporate email is the most common and reliable means we use to interact with our customers.
And direct contact is vital. Telefónica has always been committed to direct professional relationships. For this reason, we have an incredible sales network that is constantly in contact with customers.
If we add to this key figure in the company’s relationship with customers, face-to-face events to which we invite customers, or our participation in important events such as the Mobile World Congress or Smart City Expo, where conversation with other companies is as valuable as the technology on display, we can say that we maintain excellent communication with our customers.
And what strategies?
Adaptation and personalisation are the main communication strategy. We cannot talk to a digital native in the same way as we talk to a multinational or a family business.
We must adapt our strategies to the circumstances and needs of each customer, as we did with the ‘Digitise your SME with Telefónica’ initiative, where we replaced the traditional advertising campaign with a free advisory and diagnostic service. Objective: To support small businesses in making the digital leap. Result: A success, as it was not invasive communication but rather extremely useful for this segment of companies.
What role does the development of new technologies play?
A vital role today. Technology has changed the way we do things, how we behave in the purchasing process, how we communicate, organise ourselves and even how we trust each other in all the roles that interfere in a business relationship.
Today, thanks to the cloud, 5G, the Internet of Things, etc., communication is fully collaborative and immediate. We have real-time information and data at our disposal, making it easier to make decisions in a matter of seconds.
However, this technological advance brings with it a major challenge: security. Protecting information.
We can confirm that B2B communication is a relationship between partners based not only on technology but also on the ability to listen and understand what each company needs to continue developing its business, adapting to this new era and growing.
