Business-to-business marketing could never be more welcoming than the marketing efforts inclined towards the Human Resource departments. The department, largely dominated by the retiring generation of baby boomers is known for its simplicity and people’s skill. The transition phase though already in picture is yet to take a complete turn. HR personnel are occupied in dealing with people in their daily functioning routine and are much more amicable to different thought processes and innovative approaches.
Human resource executives generally prefer passive forms of marketing including advertising and mass media however are also much more deeply involved in the societies and networks.
Bifurcate the Entire Department:
To further target the human resource department in a more centered manner it is advisable to divide the entire segment into various smaller sub-divisions and plan respectively. For instance in case of smaller firms it is better to contact the already established benefit brokers who are already in touch with the right people. A good product and basic understanding with these middlemen can certainly secure you the right opening. However, in case of bigger firms with dedicated and full time personnel departments it is always better to reach out directly. A top down approach is advisable, as the players at the bottom do not generally have a larger say in the HR departments. It is the top brass that counts. Additionally while signing up any specific vendor even for employee related purposes, it is at times required to clear the procurement division’s requirement. Here again, if the HR people like your offerings, they can take you through.
A Social Department:
This department is typically comprised of people who are in a constant look out for talent and this very aspect and requirement mandates them to be a part of various social events and networking sessions. Now this is a chance to pounce. Be ready with your product and the perfect opening lines and rest be assured, the HR department can lend you ample time to prove your point. However, the key issue is that they are equally skeptical and therefore can drill you hard before getting convinced. So, do your homework before planning a speech.
Another important implication here is that referrals work while marketing to the human resource departments. Look out for networks through online and personal contacts and make your way in the company.
Work on your product before presenting it. It is extremely difficult to get an opening and if you are lucky, enough to get one then ensure that whatever you intend to present interests your target segment i.e. the Human Resource Department. The product should be employee centric and must promise an easier working style. Combining the right technology mix should not be ignored, especially considering the transitional phase.
Do not forget to use testimonial while dealing with HR managers, they believe their peers and you must utilize this trust to sell your services. B2B marketing to the human resource field is all about establishing the right contact and required trust, which if in place can do wonders for you.