The B2B Strategy That Makes Clients Come to You
Founder and Head of Growth, White Label Comedy
The most powerful B2B marketing move is to sell past your buyer, to their customer. Intel did not just sell chips to computer makers; it advertised "Intel Inside" to ordinary shoppers until they demanded it, and then every manufacturer came running. If you sell B2B and your client sells B2C, create the demand at the end of the chain and it pulls your clients to you.
Stop selling to the middle
Most B2B marketing points straight at the immediate buyer: the purchasing manager, the procurement team, the business that writes the cheque. That is logical, and it is also a grind of cold outreach and competing on price.
There is a smarter angle. Instead of persuading the middle of the chain to choose you, make the end of the chain demand you. When consumers want your product specifically, the businesses that serve them have no choice but to stock it.
How Intel made everyone come to them
Intel is the classic example. It makes a component buried inside a laptop, the sort of thing shoppers would normally never think about. So Intel advertised directly to those shoppers, teaching them that the chip inside mattered and putting "Intel Inside" everywhere.
Soon consumers were asking for computers with Intel inside them. At that point Intel did not have to chase the manufacturers; the manufacturers came running, because their own customers were demanding it. Intel created the demand one step removed, and let it pull the whole industry toward them.
What this looks like for you
If you sell to businesses that sell to consumers, you can do the same. Aim your content and advertising at the end consumer, build demand for your product there, and that demand becomes your sales pitch to your actual clients.
A tinned-pie maker selling to supermarkets does not just talk to buyers; it makes shoppers love the brand, so the supermarkets want it on the shelf. Create the pull at the end, and the middle sells itself.
Work with us
Building genuine demand at the consumer end of your chain, so your clients come to you, is exactly the kind of campaign our team of comedy writers builds.
If you would like demand that pulls clients toward you rather than the other way round, work with us.
Adam Hunt
Founder and Head of Growth at White Label Comedy. He spends his days convincing serious brands that funny is the most profitable thing they're not doing.
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