B2B marketing: Make B2Me connections

This article argues that B2B marketing should be customer-centric, focussing on creating good experiences and using storytelling to sell products.

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,...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands