How B2B Brands Take Relationship Marketing to the Next Level

In my 25+ years in healthcare, relationship marketing has consistently proven to be the most powerful tool for building trust with customers (with a capital T). It’s a timeless approach that continues to deliver results. That’s why I was thrilled to sit down and chat with Matthew Schwartz from the Association of National Advertisers on his excellent Champions of Growth podcast. Here are a few key takeaways from our discussion:

✅ We're moving beyond social media to reclaim true social connections. It’s about getting back to basics—seeing, knowing, and understanding each individual as a whole person.
✅ This approach taps into your brand's emotional core. Genuine interactions create lasting impressions and differentiation that make you truly memorable.
✅ Relationship marketing blends wooing and wowing, much like a long-term personal relationship. We can build trust through advisory boards and private communities, or create delight by celebrating milestones like partnership anniversaries.
✅ Breaking bread together is irreplaceable. That’s why nearly half of my budget goes to in-person events. These face-to-face interactions build genuine connections that digital channels simply can’t replicate.

Want to dive deeper into the art of relationship marketing? Check out the full podcast for more insights. https://www.ana.net/miccontent/show/id/pod-2024-09-growthc-b2b-relationship-mktg-gier