B2B marketing - why so dull?

14th September 2017

8.45am coffee and pastry: 9am start - 10am

DirectionGroup Limited
401-403 Reading Road
Winnersh, Reading
RG41 5HU
United Kingdom

+44 (0)118 977 2677

B2B marketing needs to look more like B2C. We hear it so often, but are slow to act.

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.

Join this breakfast discussion where we’ll cover topics like:

  • What can B2B learn from B2B marketing?
  • What does today’s B2B buyer behaviour look like?
  • How important is emotion in B2B buying?
  • What are the more personal buying motivations and how can we play to them?
  • Can we become more transparent and stop putting up barriers?
  • What does “less dull” or “more engaging” look like?


FREE to invited marketers only (breakfast included). Please fill in the form below to request an invitation to attend.