Between B2B and B2C, there’s B2i.
Plumbing and heating is all about connections. Pipes and fittings, valves and seals – everything needs to be connected if it’s to work. And the same’s true of communications here…
Whether it’s B2B or B2C, there’s one junction point that connects everything: the installer. They’re the ambassadors for your brand. They’re the people customers trust. And they’re the most important link in your route to market.
This is their world – and we’re right at home here. Because we’ve been listening to, talking with, and engaging installers for over 60 years. Over generations of heating engineers, we’ve made these connections work. And now, we’ve put a name to it. Welcome to B2i: business to installer communications.
Download the B2i Persona Guide
Changing installers’ minds starts with getting into them.
We know installers like nobody else – because we’ve been right there with them. At the merchant counters at 7am, training days, manning the stands at trade events, capturing their knowhow on everyday jobs. All of this means we have a genuine understanding of how installers’ minds work – and, because we do, we know how to change them.
The usual generalisations don’t apply. Installers aren’t universally cynical, or overly resistant to branded content. And yes, they might be time-starved – but who isn’t? They simply want something useful; something to make their lives and jobs easier. If you can do that, they’re all ears – and we’re here to make sure they’re listening.
The B2i way: Understand. Engage. Maintain.
The best solution to an engineering challenge is often the simplest. The same applies for B2i. Essentially, this is about building direct connections based on genuine understanding, pinpoint targeting and face-to-face engagement.
This demands the smarter use of the marketing mix. PR and video, webinars and events are valid – but it all needs to be filtered through a deep understanding of the challenges and needs of installers. So, B2i follows a simple process:
Understand.
We talk and listen to installers, building rich, in-depth personas rooted in their reality.
Engage.
We forge direct relationships with installers and influencers to meaningfully connect with your brand.
Maintain.
Loyalty works both ways in this industry – so, we keep the conversations and value moving
