Why is B2C getting all the creativity? B2B consumers are humans too

Traditional marketing approaches have always focused the creative, ‘human’ brand activities into the B2C markets. B2B marketing has always been seen as an area which can be approached in a rather more formulaic, less ‘person-driven’ way, that endlessly focuses on business solutions to problems, rather than attempting to engage with the individuals that work in businesses in a human, individualised way.

However, the landscape is changing as digital channels emerge, strategies evolve and marketers begin to realise that the same level of thought and innovation must be applied to people in all contexts; whether they are buying as individual customers or operating in a professional capacity.

The fact is, people are people, in whatever context they are working and in whatever environment. B2B marketing has traditionally taken different approaches because the sales cycle is usually longer. A B2C purchase will often run through a very quick process of information-gathering, decision making and an online ‘click’ to buy. However, business marketing tends to work through protracted relationship building, option gathering, due diligence and a partnership approach, leading to an informed decision to buy and a contract that formalises that arrangement over the longer-term.

However, relationships are still key to this entire process. And where brands need to build relationships with business people, they need to be humanised, personable, engaging and likeable. They need to understand and contextualise the problems that businesses face; they are, after all, collections of individuals with shared goals and individual challenges. Marketers and salespeople need to show that they can address these problems in a way that excites individuals and which persuades them that the brand is right for their business, on a human level.

This means applying the same degree of creativity in a B2B context as a marketer would for a B2C campaign.

For many businesses, this way of thinking represents a fundamental shift and the challenge can be significant. However, the rise of digital marketing channels and wider marketing evolution means that there are myriad examples in each industry where forward-thinking businesses are moving ahead with their ‘humanised’, creative and emotional connection strategies; bringing brands to businesses in fresh new ways that garner results.

Successful B2B brands are mining their rich data reserves to understand what the customers of today really want, and then presenting solutions in fun, lively, informative and memorable ways. Leading players are shaking up the landscape of B2B communication with exciting language, enjoyable videos, short-burst tweets, rich-media presentations, enticing events and more.

The challenge lies in showing B2B buyers that your brand really understands their complex needs and then leveraging every channel and current technique at your disposal to persuade them of your suitability. This means being ready to create, innovate and push your brand further, into an increasingly competitive world where risks must be taken – and brands humanised – to continue to be relevant to high-value clients.

With the business landscape experiencing tremendous flux against a backdrop of digital transformation, the opportunities are as boundless as the challenges. RC&A is here to help you meet your digital talent needs. We source digital specialists at all levels and across all disciplines for businesses determined to stay ahead of the game. Contact us to find out more.

 

Don't just take our word for it

  • Tom Salvat, CEO, CONCURED
    "As a fast-growing start up, we need great people with a tough set of skills to find. They need to be hungry, experienced and fit the culture of a business that is always adapting and growing. Finding these people using Linkedin and other job boards is tough, time-consuming and rarely bears fruit. Ross has always been able to uncover gems for us, and we are benefiting greatly from his skills at CONCURED. Ross has a rare ability to really understand the business, the culture and the people that will nail the role. I couldn't recommend him highly enough, and he is the only recruiter we deal with"      
    - Tom Salvat, CEO, CONCURED
    Tom Salvat, CEO, CONCURED
  • Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    I am writing to express my gratitude to Ross Clifford & Associates who helped me successfully secure the role of Enterprise Sales Executive at Concured. Ross was extremely professional and understood the specifics of the job I required. I especially appreciated his fast response, transparent communication, and coordination in a timely and efficient manner.
    - Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
    Tariq Mahmood, Enterprise Sales, Concured AI Content Marketing
  • Jessica Cole, Editor – Redwood London.
    Ross is one of the friendliest recruiters I've dealt with. He was always attentive, quick to respond and ready to help with any questions I had. He's very professional, and not at all superficial like so many other recruiters out there. I would highly recommend him.
    - Jessica Cole, Editor – Redwood London.
    Jessica Cole, Editor – Redwood London.
  • Gareth Lofthouse, Founding Partner, Longitude.
    “We look for commercial people with a rare blend of talents. They need to be able to advise our blue-chip clients on thought leadership strategy. They need to be highly strategic and purposeful in uncovering opportunity. And they need the hunger it takes to thrive in a rapidly evolving business. RC&A were quick to understand our needs, they only delivered high-quality people for interview, and succeeded in getting us a winning candidate incredibly fast.”  
    - Gareth Lofthouse, Founding Partner, Longitude.
    Gareth Lofthouse, Founding Partner, Longitude.
  • Johnny Meredith, Senior New Business Manager, The Bio Agency.
    I can't rate or recommend Ross highly enough. He brings a thoughtful, personal approach to the process, carefully matching opportunities with candidates, through a good understanding of their priorities and skills. Throughout, he keeps candidates up to date in an open, honest way. A genuine pleasure to work with.
    - Johnny Meredith, Senior New Business Manager, The Bio Agency.
    Johnny Meredith, Senior New Business Manager, The Bio Agency.
  • Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Ross is the best recruitment agent I have worked with, he stayed in contact, kept me informed and was with me every step of the process. He also checked in with me during my first couple of weeks in my new role to make sure I was settling in. I wouldn't hesitate to recommend him.
    - Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
    Karen Troman, Office Manager & HR Co-ordinator, VoucherCodes.co.uk part of RetailMeNot
  • Neil Kettleborough, CRO & Co Founder, Chalk Social
    I have worked with Ross over 4 years now and he has always delivered a really high standard of candidate both at senior and junior level. His online knowledge is second to none and all the candidates he has put forward over the years have only good things to say about Ross and his work ethic.
    - Neil Kettleborough, CRO & Co Founder, Chalk Social
    Neil Kettleborough, CRO & Co Founder, Chalk Social
  • Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Ross is a fantastic recruitment consultant -  extremely professional, meticulous, patient and supportive. Throughout the process, I felt he represented me really well and genuinely cared about my career and finding the right role. Thanks to Ross I am now in a role I love, working with a brilliant team. Very highly recommended!
    - Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude
    Helen Rosemier, Commercial Director, Professional & Financial Services Practice, Longitude

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