The Interpersonal Keys to Drive B2B Growth in 2024

We recently wrote about our predictions for 2024, which focused on business and technology in particular. But, our analysis of 2024 wouldn’t be complete without a deeper look at the other parts of business that are as essential, like tapping into your intuition, vision, values and B2B relationships. At StringCan, we’ve learned that the interpersonal elements underpinning everything else in a company are often what can really drive business growth. To that end, here’s some guidance. 

‍

Check In With Yourself

‍

There’s no sugarcoating it: the past few years have been rocky for many of us. It started with the events of 2020 and the lingering aftermath, which was followed by inflation, global unrest and, now, the start of an election year. To say that citizens are feeling uncertain is an understatement, and business owners have the added pressure of wondering how to guide their companies through storm after storm. 

‍

It’s important for leaders to take care of their own health and mental health, first and foremost. But after that, take the time to check in with yourself and your marketing approach. Businesses often end up in ruts, reacting to circumstances as they happen and executing various activities because it’s what’s always been done. In times like these, avoid panicking or putting the brakes on everything in an effort to save money, especially when it comes to activities that generate business such as marketing and sales.

‍

Instead, reflect. Review the tactics you’re currently using and question them. Are they delivering results? Is each one a nice-to-have or a must-have? Listen to your intuition, but make sure it’s truly your gut, and not fear, speaking. Most times, businesses can be more cost-effective and save considerable money by revisiting and reprioritizing their efforts–by practicing agility in marketing. 

‍

Zero In On Values

‍

In business, relationships are everything. One of our core values is to walk in the shoes of our clients and their clients, and this is all the more important in times of unpredictability. Get in your ideal customers’ shoes and find empathy for what’s paining them. Remember that they’re probably as stressed as you are with all that’s going on in the world, and will be less than receptive to purely promotional communications. 

‍

Instead, focus on being a good partner. Build relationships and trust. When you advise them, do so through the lens of providing guidance. This is what will cut through the noise and help you maintain - and grow - your relationships during even the most tumultuous times. 

‍

Personalize More

‍

We understand the need for automation, and appreciate it as a time saver (big thanks to AI here) and a way to scale our efforts. At the same time, going all-in on automation sometimes makes companies lose the human touch with their customers. Today, person-to-person understanding is needed more than ever. Plan to use automation where you truly need it for the interactions that don’t require interpersonal connection. But when there’s a chance to infuse personalization into an exchange or to give your customer a personal touch, always go that route.

‍

Even though there’s a lot of uncertainty ahead in 2024, there’s also a great amount of opportunity. Focus on the fundamentals - like checking in with yourself, zeroing in on values and putting personalization before automation - and you’ll be much better positioned to drive business growth. Interested in having a strategic marketing partner help you walk this path? We’d love to talk. 

‍