Whether you're selling cars, shampoo, clothing, or legal services, the decision to buy what you're selling is always made by a person.
That fundamental principle is deeply ingrained in consumer marketing. However, in business-to-business (B2B) marketing, purchasing decisions and tactics tend to be more nuanced.
B2B marketing often relies on use cases, data-driven presentations, and case studies demonstrating tangible results. While these materials are highly effective for engaging mature prospects, a different approach is needed at the awareness stage to help potential clients connect with a company and its solutions on a more personal level.
Standing Out in a Crowded Market
The challenge in B2B marketing is differentiation—because many companies provide similar materials and messaging. An effective approach is to focus on the people behind the businesses, creating memorable interactions that foster genuine engagement.
Unlike consumer transactions, which can be quick and impulsive, B2B sales cycles are often long and complex. Brand-building and engagement play a critical role in establishing credibility and trust well before a purchase decision is made.
By incorporating successful B2C marketing tactics, B2B companies can elevate their brand awareness and support business development efforts more effectively.
Large insurance companies that sell directly to consumers have successfully built relatable brands—think of Progressive’s Flo or the GEICO Gecko. These brands engage with consumers on a personal level, making them more memorable. Similarly, B2B companies can enhance brand recognition by adopting creative, consumer-focused strategies that make it easier for their business development teams to initiate conversations.
Creating Engaging Experiences
Experiential marketing is a powerful way to forge connections. B2C companies frequently use this tactic, creating interactive experiences that gain additional exposure through social media sharing.
Conferences and tradeshows are major opportunities for B2B companies to engage with decision-makers. However, many booths look and function similarly, distributing branded items like pens and tote bags. Although giveaways are a staple, they don’t necessarily create lasting impressions.
A more effective approach is to design experiences that capture attention and create a memorable interaction.
For instance, at a recent industry conference, one company set up a "puppy pit," where attendees could take a break and play with puppies. Though unrelated to the company's offerings, that experience stood out, making the brand highly memorable. Attendees not only engaged with the brand but also shared their experiences on social media, extending its reach beyond the conference floor.
Beyond conferences, B2B marketers can create engaging experiences in everyday business settings. One successful example involved deploying a branded coffee truck in London’s insurance district, offering free coffee one day a week for several weeks. The truck, cups, napkins, and sleeves were all branded, generating strong brand recognition and organic engagement from industry professionals.
Personalizing the Experience
Even though B2C companies target large audiences, they prioritize personalization by leveraging data to tailor messaging. B2B marketing should take the same approach, recognizing that while the target businesses may be similar, the individuals making decisions have distinct needs and challenges.
For example, in the insurance industry, engagement spans multiple leadership roles—from CIOs and COOs to heads of underwriting, claims, finance, and actuarial functions. Each of those professionals has different priorities and pain points. Effective B2B marketing requires messaging tailored not only to specific roles but also to the size and scope of the company. A global insurer, for instance, has different needs than a regional carrier.
Beyond professional attributes, understanding personal interests can also enhance connections. Whether it's a favorite sports team, travel interest, or hobby, establishing common ground during initial interactions—especially at in-person events—can lay the foundation for a stronger business relationship.
Leveraging Traditional Channels
Despite the rise of influencers, pop-up events, and immersive experiences, traditional advertising remains a valuable component of brand-building. B2C companies continue to invest in traditional media, and B2B marketers should do the same.
Although some B2B marketers hesitate to allocate budget to advertising because of the lack of immediate lead conversion, its primary purpose is brand awareness, not direct sales. Advertising signals credibility and market presence. It does not require a large national campaign; targeted placements can be just as effective.
For example, advertising in industry-specific trade publications can be a cost-effective way to reach decision-makers. A well-placed ad in a niche publication can reinforce a company’s presence in the market, prompting recognition among key stakeholders.
The Human Element in B2B Decision-Making
At its core, B2B marketing is about connecting with people. Although the purchasing process may involve multiple stakeholders and extended timelines, decision-makers are still consumers at heart. By incorporating B2C-inspired tactics, engaging experiences, personalized outreach, and strategic brand-building, B2B companies can differentiate themselves and create lasting impressions.
In the end, the goal is not just to generate leads but to build relationships that translate into long-term business success.
