At the 2024 ANA Masters of Marketing Conference in Orlando, a resounding message emerged: it’s time to ditch the outdated notion that B2B marketing is an entirely different beast from B2C. The idea that B2B is all business and no emotion, some sort of robotic realm compared to consumer marketing, is a myth holding the industry back from real growth potential.
Jann Schwarz of LinkedIn and Dean Aragón, CEO of Shell Brands International, were among the industry leaders at the event who argued that the core principles of marketing don’t shift based on whether you’re selling to a consumer or a corporation. The reason? Regardless of the sector, you’re still selling to people.
Selling to Humans, Not Robots
Let’s get real: whether you’re pitching high-tech software to a global conglomerate or trainers to a teen, your target audience is made up of human beings with emotions and biases. “The B2B customer isn’t an automaton; it’s a human being,” pointed out Aragón. They’re drawn in by storytelling and a strong brand as much as any consumer. The notion that B2B buyers operate solely on logic while B2C buyers are led by feelings is simply outdated.
The real difference isn’t that B2B buyers don’t feel; it’s that they’re part of a vast maze of stakeholders with varied priorities. As Schwarz put it, “Our job as B2B marketers is to get the buyer group to agree.” Instead of a single consumer decision-maker, you’re navigating a complex network of individuals – from procurement and finance to IT and legal, each with unique concerns about security, cost, and reputation.
Why Deals Stall: The Influence of Hidden Buyers
The hidden challenge in B2B isn’t so much about convincing one person; it’s aligning a whole committee. B2B marketers often find that 40% of deals fail not because of competitive factors, but because stakeholders can’t reach a consensus. This is where “hidden buyers” come in – the silent influencers who hold sway over decisions without being directly visible on CRM systems. Ignoring them can be fatal for a deal, says Schwarz, likening it to neglecting a leak in your boat during a storm.
These hidden buyers – the ones who don’t show up in landing page metrics but hold veto power – are as crucial as the decision-makers you’re targeting. Recognising their influence means addressing the real anxieties behind every decision, such as “Will backing this vendor hurt my reputation?”
Creativity: B2B’s Secret Weapon
Creativity has long been undervalued in B2B. Many brands lean heavily on dry, data-filled presentations, mistakenly thinking this approach resonates in the corporate world. But as Aragón stated, “Marketing should be inspiring.” An impactful message that resonates on an emotional level can give a brand a lasting edge.
B2B marketing can afford to break out of the data sheet rut. While your competitors bombard prospects with ROI stats, a creative narrative that underscores your brand’s human impact can set you apart. As Aragón argues, creativity fuels outsized growth – a compelling story, not just a spreadsheet, can sway even the most analytical buyer.
Building Brand for Long-Term Success
In the chase for quick wins, B2B marketers have become fixated on performance metrics like clicks and lead conversions. But brand investment – often viewed as a B2C strategy – is crucial in B2B too, especially in markets with long sales cycles. A strong brand isn’t just a luxury for consumer goods; in B2B, it can make the difference between winning or losing a deal.
Brand trust reassures a procurement officer they won’t regret their choice, and it’s what allows a legal department to feel comfortable with your contract. As Schwarz observed, “Brand is perhaps more important in B2B because teams of professionals won’t buy from a brand unless they’re all confident it’s the right choice.” In B2B, brand trust acts as the glue, aligning different stakeholders toward a shared decision.
The Takeaway
The old division between B2B and B2C marketing is a fallacy that limits the potential of B2B strategies. By acknowledging that every B2B deal involves people with personal concerns, we open the door to more effective, resonant marketing.
As Aragón aptly put it, “We need to sophisticate marketing.” Embracing the human element within B2B, he argued, is essential to truly driving business growth. So, it’s time to let go of outdated conventions and adopt an approach that values creativity, brand-building, and genuine human connection. Because, at the end of the day, business decisions don’t happen in a vacuum – people make them. And B2B marketing can only succeed when it embraces this simple truth.
Reference: https://www.thedrum.com/opinion/2024/10/25/the-myth-b2b-v-b2c-it-s-time-call-out-the-bullshit
