B2B marketing: Make B2Me connections
Rana BrightmanSiegel+Gale
B2B purchasers are human beings and it is vital to make the same human connections in B2B as in B2C, using social media channels and simple language. It's about B2Me.
The fundamental purpose of branding, for me as a brand strategist, is to forge human connections. Old and pervasive thinking suggests that the key to B2B marketing strategy is to appeal entirely to the business hat, forgoing any emotional communication in favour of a corporate and outwardly cold address to stakeholders. What B2B organisations actually need to recognise is that, in reality,...