There is a real divide between business-to-consumer (B2C) and in business-to-business (B2B) marketing, not least in the thought processes, timelines, and expenses that are involved for respective buyers. However, there are also commonalities.
Recent research by Les Binet and Peter Field, for example, suggests that many of the well-established best-practice guidelines for effectiveness in B2C marketing also hold true in B2B marketing.
There hass also been a groundswell of opinion in some B2B circles that that the sort of formulaic approach traditionally used needs to be ditched in favour of something called business-to-human (B2H).
That is...