What is the story about?
What's Happening?
At the recent Festival of Marketing, a panel of B2B marketers discussed the concept of 'business-to-human' marketing, which aims to humanize B2B interactions. Rich Atkinson-Toal from American Express Global Business Travel argued that while B2B buyers are individuals, their decisions are made in a professional context, which requires a different approach than B2C marketing. He emphasized the importance of understanding the complex buying processes and potential reputational risks involved in B2B transactions. Conversely, Rachel Exton from Pearson supported the 'business-to-human' approach, suggesting it encourages marketers to think differently and humanize their strategies. The panel also discussed media strategies, with a consensus that B2B marketing should not be confined to traditional channels and can benefit from creative approaches similar to B2C marketing.
Why It's Important?
The debate highlights a significant shift in B2B marketing strategies, emphasizing the need to balance human elements with professional considerations. This approach could reshape how B2B companies engage with their clients, potentially leading to more personalized and effective marketing strategies. The discussion also underscores the evolving nature of marketing channels, suggesting that B2B marketers can benefit from adopting diverse and creative media strategies. This shift could impact how B2B companies allocate their marketing budgets and measure the effectiveness of their campaigns, ultimately influencing their competitive positioning in the market.
What's Next?
As B2B marketers continue to explore the 'business-to-human' approach, companies may increasingly seek partnerships with advertising agencies that have experience in both B2B and B2C markets. This could lead to more innovative and engaging marketing campaigns that resonate with both professional and personal aspects of their target audiences. Additionally, there may be a growing emphasis on measuring the impact of these strategies on brand recognition and customer engagement, prompting marketers to develop new metrics and evaluation methods.
Beyond the Headlines
The shift towards a 'business-to-human' approach in B2B marketing could have broader implications for corporate culture and customer relationships. By focusing on humanizing interactions, companies may foster stronger connections with their clients, leading to increased loyalty and long-term partnerships. This approach also raises ethical considerations about how personal data is used in marketing strategies, highlighting the need for transparency and responsible data management.
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