We’re communicating to people - why are we so afraid to engage on a personal or emotional level? B2B campaigns needs to feel more like the experiences our prospects have in their personal lives. Emotion plays a big part in B2B purchasing - after all there’s a lot of personal risk involved.
Consumer marketing is often considered the exciting, fun and fast-moving side. Our B2B campaigns could learn a lot from B2C: from interactive digital experiences, openness with information and the use of emotion, to capitalising on personal buying motivations.
The term B2P or “Business to People” marketing is not new. But if the aim is meaningful engagements with buyers, then we need to take a long hard look at where we’re lagging behind and start focusing on the buyer.
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