In the beginning of the year Bryan Kramer shared his new theory about the end of B2B and B2C marketing. He revealed a new #H2H approach which is based on real personal relations. We applied it with our new integration with Xero. Trying to change the perception towards software companies.
Having a SaaS business, you mostly base on content marketing. Hard nut to crack. We live in a kind of chaos considering amount of information, messages directed to us every day via different channels. The problem is that the language marketers communicate with customers is very cold and impersonal. This was the main reason of creating Human to Human approach.
According to this, the most valuable thing for people in any business connection is:
“(…) an undying relationship with a person or people at your brand who made them feel uniquely special.”
Inspired by these words we decided to try something unexpected and seemingly unprofitable.
Xero and TimeCamp
Our aim was to show our fellows from Xero that for us the integration between our software is something more than just a technical thing. That, though we all work in a technology branch, we are still more people than robots. We wanted to enter the human element to this sync.
That’s why we organized a photo shoot with our team. Everyone got involved.
As a result, 120 employees of Xero received pictures of our happy faces and colored sheets of paper with personalized greetings.
“It took us a lot of time and effort to take pictures and address them to each Xero worker. We didn’t earn a penny on this, but it was not our goal. Nowadays, building friendly relations with business partners and clients is generally just an empty phrase” – says Dawid Jurand Szkielka, COO at TimeCamp. – “People still talk about the importance of human relations, but they keep communicating their products or services in so unhuman, materialistic way. We want to be Xero’s mates literally, because together we create good software that help people run their business – and we believe this is a really large value, not only in marketing but also in men’s life.”
The power of the team
Another aspect we wanted to focus on was a team effort.
We underlined it with a picture of us building a “XERO” name. This way we also wanted to present our sympathy towards our partners from Xero.
With this action we showed the integration of our team. It has a meaning for the integration, we make with Xero. But at the same time we treated each person as a pillar that supports the organization.
Sweet taste of the success
The success of the whole action was beyond what we expected. The feedback we got from Xero team hit us with kind words and many appreciative emails saying that what we did was a fantastic idea.
There was more. We also got messages from Xero partners and fans. They wanted to learn more about our software and try it. Some of them shared our blog posts via their social media channels.
The whole action showed us that #H2H marketing is not an abstraction and that it really works. Even in the case of software that are mostly considered as a very technical thing.
It’s worth putting some effort and devote time to do something really nice, not necessarily profitable. Not from the materialistic point of view. Honest business relations with your partners may bring more benefits in the long-term.
One more thing, you should not fear to try something new. All the most successful ventures were the matter of path-breaking.
Relations with people are important. In every area. We should never forget about it. And this is the reason why #H2H approach has a bigger chance to survive.