Continuing on with the B2B marketing theme following on from yesterday’s blogpost. Today I posted at Tweet that said “Lines between Home and Work are blurring”. What I meant by that is that working hours are getting longer, 5pm – 9pm is the new 9am to 5pm goes a recent saying.

Hours are so long now that people are catching up work, post work. It begs the question, When is the optimum to catch them? Your B2B proposition is now hitting your potential prospect potentially outside of their working day in their domestic environment. So, how should your approach change?

Well for starters you should think about when you are sending your communications, moment to moment marketing is what it’s all about. Choosing the right moment, when your prospect has cleared their work and is more open, is what it’s all about. 10pm at night is a good time. Interruptive marketing is as good as a “no” vote from your potential customers if it ram raids itself into their “maxed out” lives. Appreciate that, be concise, be clear, make it easy for them to act.

My next point is about B2ME. Personalised communication gives you the highest propensity for action. B2B marketing is often highly prescriptive, using Corporate language with a general theme of “we know what you want”. The more personal the better. Broadcast marketing has huge wastage. Personalised marketing takes longer, but is more effective.

Here’s a social media tip. Follow your potential contacts on Linkedin or Twitter. See when their travelling or out of the office. They may have potential deadtime or flatspots in airport lounges, train stations or hotels. Use that time to start a conversation. That’s what I mean about B2ME, it’s highly personal, relevant and interesting as you are talking about the most important person in your prospects lives – them!