Increasing B2B Sales with the Familiarity Bias

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Right now the world of B2B marketing is going through a rollercoaster of change and development. So what’s driving all of this growth and interest? In part it’s the incredible rise of B2B ecommerce businesses.


B2B eCommerce Market Worth $6.7 Trillion by 2020: Alibaba & China the Front-Runners


With this massive influx of B2B demand, it can be a sure bet that the supply will soon follow. This is where the power of bias or familiarity proves to be the silent wing man. People go with what they find familiar, the brands they recognise in a foreign country are a safe haven and this is going to be the same with B2B.


In the vast world of the internet and B2B offers, professionals are going to be doing their research. Below you will find methods and ideas on how you can increase your familiarity bias.


Organic and Social Presence

When starting out with a new startup or even a new market us marketers like to think SEO first, every activity after. The trouble with that is that SEO takes time and patience and unfortunately that isn’t going to cut it.


One of the best ways to grow a familiarity bias with your audience is to be everywhere that they are. There’s a lot of communities out there on various social platforms, joining these groups is like a treasure chest of potential business.


But this is where things tend to slow down as you simply can’t turn up and start dropping links like it’ the 4th of July. That’s an instant ban in most cases and a a treasure chest lost forever.


You have to take it slow. Engage and interact. Answer questions, ask questions and participate with your knowledge and expertise. Then when it comes to the 5th+ interaction (5 sounds like quite a lot but you’ll instantly see the response you get when dropping a link, it’ll be accepted with open arms!).


By not dropping brand names in you also have the opportunity to understand what your target audience likes, how they behave, the processes they go through and so on. The knowledge you can gather could arm the content team with quality, crowd funded material for a considerable amount of time.


Retargeting Ad’s

The ‘dark art’ of retargeting ad’s is often a top discussion point amongst marketers and conspiracy theorists but if you forget all of those opinions and look at the data, retargeting is great!


Online users who are retargeted with display ads are 70% more likely to convert into a paying customer.


As our attention spans decrease, retargeting becomes to go-to method of keeping your brand fresh in the minds of your audience.


B2B individuals are flooded on a daily basis with phonecalls and messages providing them with this, that and the other. Systemic exposure to these sales calls has basically immunised us, we just don’t pay much attention.


Retargeting means that you’ve already had someone come to your website and now you can ensure they don’t forget about you. This is worth its weight in gold! Hyper targeted with data to understand your audience results in a very cheap CPC.


Adroll provides a cross platform solution whilst, Google Adwords also provides a search engine focused system. Worth checking both of them out.


Email Marketing

It’s totally overlooked by SMBs, it’s seen as a big stinking no-no and that really annoys me. The data is out there to prove that email marketing should be at the top of your to-do list.


– B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer

– Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute

– Transactional emails have 8x more opens and clicks than any other type of email, and can generate 6x more revenue. – Experian


The inbox is premium real estate and the owner of that inbox is ruthless in their choice of opening emails. Let’s say you provide a monthly newsletter that provides incredible value everytime it’s opened, chances are people are going to read, engage and remember your brand.