Shell marketing chief: deep insights have critical role in B2B marketing

Business-to-business (B2B) marketers should give deep, human insights the same exalted status as consumer brands do in developing their campaigns.

Business-to-consumer (B2C) advertising may “play on a larger stage with brighter lights, but the stakes are higher, and the values are bigger” for business-to-business (B2B) communications, insisted Dean Aragón, CEO for Shell Brands International and global vp/brand for the Shell group, the energy company.

“I’ve spent most of my career with FMCGs,” said Aragón, “but there's a lot of richness in B2B.”

In fact, he added, “A lot of these B2C principles play out in a richer way in B2B” because the audiences are so well-defined and identifiable.

By contrast, marketers at a consumer packaged goods enterprise like Unilever –...

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