In the labyrinth of consumer purchasing behaviour, Google has created a concept that sticks with us modern marketers: the "Messy Middle." It’s the chaotic, non-linear path that customers take between discovering a product and actually making a purchase. For B2B2C (Business-to-Business-to-Consumer) companies, understanding and leveraging this concept can be the key to unlocking more effective marketing strategies. In today's blog post, we'll explore how the Messy Middle uniquely impacts B2B2C businesses and how you can traverse it to create meaningful and impactful connections.
What is the Messy Middle?
The Messy Middle is the space between a consumer’s trigger to explore a solution and the ultimate decision to make a purchase. Think of it as the limbo phase, full of research, comparisons, and switching between different brands. One minute they’re reading reviews, the next they’re checking out competitors in an unpredictable loop of exploration and evaluation. They browse through product comparisons, read reviews, watch videos, and jump between different brands and options, influenced by everything from emotional triggers to logical assessments. Essentially, it's where curiosity and caution collide, making it anything but a straight line.
And for B2B2C businesses, this gets even more complicated because you’ve got two audiences to think about: the business partners who sell your product and the end consumers who buy it. Both have their own messy middles, and your job is to influence them both without losing sight of the end goal, consumer purchase.
What the Messy Middle Means for B2B2C Businesses
B2B2C companies have to think about the entire customer journey from a bigger perspective. Unlike traditional B2C models where brands can directly influence consumer behaviour, B2B2C involves an intermediary. This adds a layer of complexity, requiring the creation of tailored messaging for both the partner businesses and the consumers. The business partners must be sold on the value proposition of distributing the product, while the end consumers need to be convinced of its benefits.
In the Messy Middle, B2B2C businesses need to manage two intertwined loops of exploration and evaluation: that of their intermediary business partners and that of the final consumers. The partner businesses must be fully bought into the brand's strengths and marketability, while the end consumers go through their own, often chaotic, decision-making journey. Both loops intersect and influence each other, creating a more convoluted Messy Middle compared to a traditional customer journey.
Strategies for Navigating the Messy Middle in B2B2C
To successfully navigate the Messy Middle for both business partners and end consumers, B2B2C companies can adopt several strategies:
- Create Shared Value Messaging: Develop marketing messages that resonate with both business partners and end consumers. Partners need to see the value in selling your product, whether it's the profit margins, market demand, or brand alignment. Consumers need to see the end benefit; whether it's quality, convenience, or an emotional connection. Crafting value propositions that satisfy both audiences ensures a cohesive journey through the Messy Middle.
- Leverage Trust Signals Across Channels: Trust is one of the biggest factors in the Messy Middle. B2B2C marketers should focus on establishing credibility not only with end consumers but also with partner businesses. Trust signals, such as testimonials, case studies, and industry awards, should be used to build confidence across both levels. Partner businesses should feel assured that they are making a smart decision in carrying your product, while consumers should trust in its quality and value.
- Equip Partners with Consumer-Centric Insights: Since partner businesses are critical in the journey, they should be equipped with consumer insights. Providing them with data about consumer behaviours, preferences, and trends can help them effectively manage their own Messy Middle. When business partners have a solid understanding of what motivates the end consumers, they can take proactive actions to shorten the exploration and evaluation phases.
- Use Behavioural Nudges: In the Messy Middle, behavioural science becomes a powerful tool. Implement nudges that can help both businesses and end consumers make decisions. For example, showing scarcity ("Only a few units left!") can convince a business partner to stock more of your product. Similarly, social proof ("Thousands of customers prefer this product!") can nudge the consumer toward purchase. These nudges, strategically placed along the journey, can gently guide decision-making for both audiences.
- Deliver Seamless Omni-channel Experiences: B2B2C customers don’t think in terms of channels, they think in terms of experiences. Whether they are interacting with your brand online, through a partner retailer, or on social media, these experiences should be consistent and integrated. An omnichannel approach helps consumers move more seamlessly through their exploration and evaluation stages and gives partner businesses confidence in the brand’s ability to support them across touch points.
Conclusion
The Messy Middle highlights the intricate nature of modern decision-making. For B2B2C companies, this complexity is compounded by the dual layers of influence that need to be managed; that of the business partners and that of the end consumers. By developing cohesive, insight-driven strategies that consider both stakeholders, B2B2C businesses can navigate the Messy Middle more effectively, ensuring their products reach consumers with maximum impact.
