The lines have been blurred for a while.  The ability to track audience movements have meant that B2B marketers have been learning from B2C approaches.  But there is one key principle that unites them – delivering value to their target audience.

Sure, there are more people involved in the buying process for B2B (depending on which research you just read, potentially upwards of 10) and it’s less ‘entertaining’ and less transactional but the aim is the same – build awareness, gain customers and hopefully loyalty and advocacy.

The tactics may differ for the most part but B2B audiences are human and it’s important to ensure that when it comes to making key decisions for their business, your brand is pre-favorited and your influence and core values are heard.