What can the wildly successful craft beer industry teach B2B marketers?
From storytelling and keeping content fresh to making corporate campaigns delightfully crushable, there’s plenty the B2B marketing world can learn from taking a look at the craft beer industry and its emphasis on customer delight, engagement, and more.
While the pandemic has slowed the growth of the craft beer industry with the largest disruption to the industry since the days of Prohibition — leading to an 8 percent decline in sales among small and independent craft brewers — its trajectory over the past decade has been undeniably admirable.
The global health crisis has forced the craft beer industry to change, including an expansion of direct-to-consumer sales in the face of closed taprooms, yet there’s still much that B2B marketers can learn from the long-term ascendancy of the craft beer world.
Let’s hop right in and take a look at a selection of the top things B2B marketers can learn from the craft beer industry.
Find Your B2B Tech or Finance Freshies
Among craft brewers, the fresh-hopped variety of seasonal beer features hops used as close to the time they’re harvested as possible, and the resulting India Pale Ave (IPA) freshies are highly desirable among hoppy beer fans, but they don’t retain their initial taste qualities long enough to be a year-round offering.
In B2B marketing, we can make the equivalent of content freshies by offering existing and prospective customers any type or format of digital assets that don’t fit into the unchanging evergreen content category. Timely content can come from many sources in the B2B marketing world, however some of the most successful features elements that often revolve around:>Virtual or real-world conferencesTwitter chats and Reddit Ask-Me-Anything (AMA) sessionsClubhouse and Twitter Spaces audio-based callsCurrent events and so-called hashtag holidaysTimely social media pollsLive-stream events
Whether you’re in the B2B technology, finance, or another business industry, give your customers a generous pour of virtual freshies by
By: Lane Ellis
Title: Hophead Marketing: What B2B Marketers Can Learn From The Craft Beer Industry
Sourced From: feedproxy.google.com/~r/OnlineMarketingSEOBlog/~3/vCl_26aisv4/
Published Date: Wed, 21 Apr 2021 10:30:22 +0000
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