I must admit to being slow to the party with this marketing acronym – H2H Marketing (Human 2 Human Marketing).
H2H Marketing is a representation that behind every business, consumer, non-profit, or government body, there is a living, breathing human being who is making decisions about your company.
Excuse me but isn’t all marketing communication tailored to the aspirations and buying habits of people, or have I missed something?
A building doesn’t decide which fire and security system should be installed.
A dog doesn’t decide on pet food.
A carpet doesn’t decide on the best vacuum cleaner.
People make these decisions. Of course they do.
When we have access to data, the data in its most raw form doesn’t give us all the answers. We have to get under its skin by adding value to it.
It’s unlikely we will know what is going on beneath the surface just by looking at a company’s name, telephone number, principal contact and their address.
Similarly, it’s unlikely we will know when a company’s insurance contracts come up for renewal. It’s rare that we’ll know whether an organisation is happy with its online presence. It will be impossible to guess whether a business is satisfied with its entire supplier line up.
The most effective way to find these things out and make our data more valuable, is to make direct contact and ask some questions.
Yes, we might be fortunate and receive responses via email or a survey form. In the long-term though, it will be better to create much more of our own luck, have more conversations and speak human to human.
“The single biggest problem in communication is the illusion that it has taken place.” – George Bernard Shaw
Quote source: https://www.theceomagazine.com
Thank you for reading.
