B2B marketing promotion has been more challenging in China:
在中国，B2B市场推广变得更具挑战性的原因有以下几点：
The product is complex and not easy to speak clearly
Speaking human words in B2C is better to excuse, in B2B marketing is a different story. Too light, not professional enough
Too heavy, boring and people do not understand.
产品复杂，难以清晰表达
在B2C市场中，使用生活化言语可以更好地引起共鸣，但在B2B市场中情况则不同。言之轻巧可能不够专业，言之沉重则会显得乏味且人们难以理解。
Less marketing resource
B2B enterprises pay more attention to obvious or traditional marketing effect, such as, paid AD, exhibition etc. They want to be converted into orders.
缺乏市场营销资源
B2B企业更注重明显或传统的市场营销效果，例如付费广告、展览等。他们希望通过这些方式转化为订单。
Today's case comes from DSM, a century-old Dutch company.
DSM is an ingredient supplier with a relatively wide range of businesses: supplement, chemicals and pharmaceuticals.
DSM has a marketing campaign for 2020 called "Products with a Purpose".
今天的案例来自荷兰百年企业 DSM。
DSM 是一家供应多种产品的公司，业务范围涵盖补充剂、化学品和制药。
DSM 在2020年开展了名为“具有目标的产品”的营销活动。
This campaign is a great example of B2B marketing, and I've summarized 3 points :
这个营销活动是B2B市场营销的一个很好的例子，我总结了三个要点：
Creativity
This set of posters perfectly reflects the core communication point "you see the product, and we see the purpose behind the product".
The posters are designed in a "reveal" way, half of which is the product and the other half is the benefits that people get after using the product.
·Behind the Sports Functional Drink is an energetic life;
·Behind cold medicine is a cozy family life;
·A quality senior life behind nutritional shakes.
创意性
这套海报完美地体现了核心传播点“你看到的是产品，我们看到的是产品背后的目的”。
海报以“揭示”的方式设计，一半是产品，另一半是人们使用产品后获得的好处。
· 运动功能饮料背后是充满活力的生活；
· 感冒药背后是温馨的家庭生活；
· 营养奶昔背后是高品质的老年生活。
Calls for empathy
It's been said that it's hard for B2Bs to empathize with their audiences. Indeed it is.
DSM does because it no longer focuses its marketing on the "what" of the product, but rather on the "why".
For example, the one for Nutritious Rice shows a group of children living in difficult conditions happily playing soccer on a humble field.
DSM uses this to appeal, "We see a lack of nutritional survival, and we can't improve these poor conditions without you."
Sincerity leads to empathy.
呼吁共鸣
人们常说，B2B很难与受众产生共鸣。事实确实如此。
DSM之所以能够共鸣，是因为它不再将营销重点放在产品的“是什么”上，而是放在产品的“为什么”上。
例如，为营养大米制作的一则海报展示了一群生活在困难条件下的孩子在一片朴素的球场上快乐地踢足球。
DSM利用这个场景呼吁：“我们看到了营养存续的匮乏，没有您的帮助，我们无法改善这些恶劣的状况。”
真诚带来共鸣。
CTA（Call to Action）
The last line of the poster copy is all about a call to action, log on to the website PARTNER WITH DSM, NOW.
B2B marketing must be done to quantify results. A marketing should not only win the IMPRESSION, but more importantly, it should be able to bring in customers.
This was also revealed in the DSM's subsequent marketing campaign summary, where the ROI of the campaign exceeded the brand's expectations. It seems customer acquisition results were achieved.
行动号召
海报文字的最后一行全部是号召行动，即登录网站“与DSM合作，现在就开始”。
B2B 营销必须量化结果。一项营销活动不仅应该赢得印象，更重要的是，它应该能够带来客户。这也在DSM随后的营销活动总结中得到了揭示，该活动的投资回报超出了品牌的预期。看来，获客效果是达到了。
Finally, to summarize.
B2B marketing promotion, visual content to get empathy, the mind in the interests of users, never forget call-to-action.
In addition, creativity is important, creativity is important, creativity is important.
最后，总结一下
B2B市场营销需要视觉内容以获得共鸣，心系用户利益，永远不要忘记行动号召。
此外，创意十分重要，创意十分重要，创意十分重要。
Author作者 | Penny
