B2B Marketing Success - Sigma Life Science motivates key influencers
Sigma-Aldrich is another B2B company that has harnessed the power of Facebook to drive bottom-line results.
Sigma produces chemicals and lab products that scientists use in their experiments. You can see their Facebook profile here. They created a fascinating campaign promoted on Facebook and through Twitter to get actual users of these products fired-up about the brand. They then use the end-users enthusiasm to act as a sales team to the key decision makers internally in those companies.
Sigma is using their online marketing campaign to solicit scientists to submit user-created testimonials of their insights and passion in advancing the frontiers of biology in the lab. Also, they use the social presence for contests to design t-shirts and other items that are low-cost branding aids. All of this combines to form a relatively inexpensive campaign to motivate end users.
Frequently, in a B2B world, the end user isn't a key buyer; in this case it is the lab manager or company executive. Sigma understands this. Their full time sales people work the buyer end of the equation. But they use social media to motivate influencers. This tactic is called "persona-based marketing" - they segment the typical buyer for one set of tactics and messaging; and another set of messaging and positioning for the end user. The websites directed towards these very different groups of people could not be more different. One is focused on products and ultimately prices; the other on the experience of being a scientist.
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- 11 months ago
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