Brand Building from the Inside Out: Why Employee Relationships Matter

March 15, 2023

Consumers today expect a human connection with the companies they choose to work with rather than just a product or service. This is particularly true in the B2B world, where successful relationship-building is essential. It's time for B2B businesses to abandon the conventional, company-first approach to go-to-market (GTM) strategy and instead place a strong emphasis on their employees.

It's simple for B2B businesses to be lost in the noise in a world filled with brand spam. Consumers are inundated daily with marketing messages, making it challenging for B2B businesses to stand out. The answer? Give your brand a face. B2B businesses can forge closer connections with their target market and forge more solidified bonds by emphasizing the people behind the brand.

The creator economy steps in at this point. Companies are starting to see the benefit of hiring people who can help a brand come to life and become more relevant and human. An evangelist, a thought leader, or a brand ambassador might fit this description. These people may add a distinctive perspective and voice to a company, helping to make it more relevant and trustworthy. They also have powerful personal brands.

One excellent example of the power of the creator economy is my position as an evangelist for Airmeet. I was hired to concentrate on evangelism and assist in humanizing the brand. Airmeet fully embraced this concept and has helped me better define how it manifests in reality. By focusing on the people behind the brand, Airmeet can forge closer connections with its target market and forge more solidified bonds.

How, though, can B2B businesses use the creator economy to strengthen their GTM plans? Here are some crucial strategies to think about:

1. Employee Advocacy: It’s time to include your employees in your brand strategy.There’s a few ways you can do this. Encourage your staff to spread the brand message and values of your company. This can help you reach a larger audience, raise brand awareness, and improve your brand's reputation. 

2. Networking: Use your employees' contacts to connect with new clients and business partners. One way to marketers can leverage employees contacts is through their email signatures. What’s cool about this channel is that it’s fuelled by relationships your employees are building day in and day out via 1:1 email. The larger your team, the more momentous the channel. Other alternatives are employee-led events or social networking sites like LinkedIn could be used for this. 

3. Influencer marketing: Identify employees who can use their own networks to influence others. These people can spread the word about your company, your goods, and your services, which will help you connect with more people and forge closer bonds.

4. Employee Referral Program: Provide rewards to staff who recommend new clients. By doing this, you may use the influence of your employees' personal networks and forge closer bonds with potential customers.

5. Internal Communications: Regular internal communications can promote a sense of pride in your business, strengthen corporate culture, and enhance employee engagement. This can then be used to improve brand perception and foster customer loyalty.

Having a distinct brand message and values communicated to your staff is essential for the success of these strategies. Employee engagement and training programs can ensure that your team is well-equipped to represent your brand effectively. Additionally, regular communication might help to keep a positive relationship between your people and the business.

In the B2B market, the conventional, company-first approach to GTM strategy is insufficient. B2B businesses need to humanize their brands and prioritize their employees if they want to stand out from the competition and establish more significant connections. B2B organizations can recruit people who can help a brand come to life and become more relevant and reliable by taking advantage of the creative economy.

It's time for B2B businesses to start embracing this change and acting with a people-first mentality.

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Nick Bennett
Sr. Director of ELG & Evangelism @ Airmeet
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