All too often marketing focusses on businesses and/or consumers. In the rush to market products and services it is easy to forget that behind both B2B and B2C are real people.
As a sector the marketing industry tends to focus on marketing differences. How about we flip this and start to look for similarities instead.
Similarities in favour of differences
Both B2B and B2C marketing approaches require excellent customer service and enhanced customer experiences at their core. Focussing on a customer-centric sales processes and solving clients’ problems demands authentic and credible content designed to raise awareness, engage and attract/convert.
Should B2B marketing be corporate and B2B marketing be casual?
The one constant in both B2B and B2C is people.
When marketers market to people there is a simple step-change. Worrying less about the content, the channels and messaging and focussing on the people (who also happen to be decision makers) enables businesses to bring their products and services to life.
Senior decision makers, purchasers and even CEOs are all just people. As people they have likes, hobbies, favourite sports, and vacation destinations. They might wear formal business attire Monday to Friday, but they also may wear jeans and a hoodie on the weekend. They have families, friends, and social commitments (or let’s hope they do!).
What does this mean from a marketing point of view?
B2B marketing doesn’t need to solely exist on LinkedIn between 9am and 5pm, and Facebook is not purely the go-to for B2C and evening/weekend scrollers. We need to start marketing in a more human way.
P2P is the new normal.
Person to person marketing is growing and B2B marketers are realising the impact of marketing in a more human way. Remember – CEO by day and wife/mum/sister and friend by night!
Your target audiences may be different but ultimately, they are still people and as people they have similarities. Market to the similarities.
How can you focus B2B and B2C marketing on people?
Simply ask if your marketing is answering some, or all of the following questions:
- What do we do/offer that someone else doesn’t/can’t?
- Why would someone want what we are offering?
- What are their biggest pain points?
- Do they know these pain points exist?
- If not, how can we expose the pain points and create a need for what we offer?
Leverage the answers to build meaningful connections.
People connect with people.
Even when your business deals with other businesses, the conversations and ‘sales’ will take place between real people.
When you build meaningful connections, you are going to be in a good position by the time you send over your proposal, order form or meeting request.
People buy from people – don’t forget that.