Business buyers are bringing their consumer behaviours to the workplace. With these high consumer expectations, should B2B marketers look at adopting B2C tactics?
While B2B marketers tend to be focused on generating leads for the sales team and creating cycles of engagement with customers, we are sometimes guilty of forgetting that our sales processes are still a peer-to-peer process.
To keep up, assess and adopt B2C tactics as needed, such as easy-to-use mobile websites, effective on-site search, integration with social channels, personalisation and offer the same levels of communication and transparency.
There is plenty of common ground between B2B and B2C marketing, but these key disparities are essential for professionals who work on either (or both) sides to understand to be as successful as possible. However, at the end of the day, no matter which side of the B2B or B2C divide a marketer works on, all marketing is P2P — person to person — despite the external differences.