Applying B2C marketing tactics in B2B marketing

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thisElementParent.querySelector('.modular-navigation-item-wrapper'); const selectAllThisElementChildrenWrapperSub = document.querySelectorAll('.modular-navigation-item-sub-wrapper-active'); if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; for (let c = 0; c < selectAllThisElementChildrenWrapperSub.length; c++) { selectAllThisElementChildrenWrapperSub[c].classList.remove('modular-navigation-item-sub-wrapper-active'); selectAllThisElementChildrenWrapperSub[c].style.display = 'none'; } }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-wrapper-active'); }, 1); }, 10); } function modularNavHandleOnClikSub(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-wrapper-active'); }, 1); }, 10); } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } } function modularNavHandleOnClikSubThird(event) { const thisElement = event.target; const thisElementParent = thisElement.classList.contains('modular-navigation-item') ? thisElement : thisElement.parentNode; const thisElementChildrenWrapper = thisElementParent.querySelector('.modular-navigation-item-sub-third-wrapper'); if (thisElementChildrenWrapper) { if (thisElementChildrenWrapper.classList.contains('modular-navigation-item-sub-third-wrapper-active')) { thisElementChildrenWrapper.classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { thisElementChildrenWrapper.style.display = 'none'; }, 310); return; } const selectAllThisElementChildrenWrapper = document.querySelectorAll('.modular-navigation-item-sub-third-wrapper'); for (let i = 0; i < selectAllThisElementChildrenWrapper.length; i++) { if (selectAllThisElementChildrenWrapper[i].classList.contains('modular-navigation-item-sub-third-wrapper-active')) { selectAllThisElementChildrenWrapper[i].classList.remove('modular-navigation-item-sub-third-wrapper-active'); setTimeout(() => { selectAllThisElementChildrenWrapper[i].style.display = 'none'; }, 310); } } setTimeout(() => { thisElementChildrenWrapper.style.display = 'flex'; setTimeout(() => { thisElementChildrenWrapper.classList.add('modular-navigation-item-sub-third-wrapper-active'); }, 1); }, 10); } } for (let i = 0; i < topNav.length; i++) { const thisModNav = topNav[i]; const thisModNavWrapper= document.createElement('div'); thisModNavWrapper.classList.add('modular-navigation-wrapper'); if (thisModNav.itemList) { const thisModNavMain = document.createElement('div'); thisModNavMain.classList.add('modular-navigation-main'); thisModNavMain.classList.add('modular-navigation-main-width-list'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); thisModNavMain.addEventListener('mouseenter', modularNavHandleOnClik); const thisModItemWrapper = document.createElement('div'); thisModItemWrapper.classList.add('modular-navigation-item-wrapper'); for (var b = 0; b < thisModNav.itemList.length; b++) { const thisModItem = thisModNav.itemList[b]; if (thisModItem.itemList) { } if (!thisModItem.url && !thisModItem.itemList) continue; const thisModNavItem = thisModItem.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItem.classList.add('modular-navigation-item'); thisModNavItem.classList.add('modular-navigation-item-list-wrapper'); if (thisModItem.class) thisModNavItem.classList.add(thisModItem.class); if (thisModItem.url) thisModNavItem.setAttribute('href', thisModItem.url); if (thisModItem.target) thisModNavItem.setAttribute('target', thisModItem.target); const thisModNavHtext = document.createElement('h5'); thisModNavHtext.textContent = thisModItem.name ? thisModItem.name : ''; thisModNavItem.appendChild(thisModNavHtext); if (thisModItem.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItem.desc; thisModNavItem.appendChild(thisModNavPtext); } if (thisModItem.itemList) { const thisModNavItemSubWrapper = document.createElement('div'); thisModNavItemSubWrapper.classList.add('modular-navigation-item-sub-wrapper'); for (let d = 0; d < thisModItem.itemList.length; d++) { const thisModItemSub = thisModItem.itemList[d]; const thisModNavItemSub = thisModItemSub.itemList ? document.createElement('div') : document.createElement('a'); thisModNavItemSub.classList.add('modular-navigation-item-third'); thisModNavItemSub.classList.add('modular-navigation-item'); if (thisModItemSub.class) thisModNavItemSub.classList.add(thisModItemSub.class); if (thisModItemSub.url) thisModNavItemSub.setAttribute('href', thisModItemSub.url); if (thisModItemSub.target) thisModNavItemSub.setAttribute('target', thisModItemSub.target); const thisModNavHtext = document.createElement('h6'); thisModNavHtext.textContent = thisModItemSub.name ? thisModItemSub.name : ''; thisModNavItemSub.appendChild(thisModNavHtext); if (thisModItemSub.desc) { const thisModNavPtext = document.createElement('p'); thisModNavPtext.textContent = thisModItemSub.desc; thisModNavItemSub.appendChild(thisModNavPtext); } thisModNavItemSubWrapper.appendChild(thisModNavItemSub); } thisModNavItem.appendChild(thisModNavItemSubWrapper); } thisModItemWrapper.appendChild(thisModNavItem); } thisModNavWrapper.appendChild(thisModItemWrapper); } else { const thisModNavMain = document.createElement('a'); thisModNavMain.classList.add('modular-navigation-main'); if (thisModNav.class) thisModNavMain.classList.add(thisModNav.class); thisModNavMain.setAttribute('href', thisModNav.url); if (thisModNav.target) thisModNavMain.setAttribute('target', thisModNav.target); thisModNavMain.textContent = thisModNav.name ? thisModNav.name : ''; thisModNavWrapper.appendChild(thisModNavMain); } getModularNavigation.appendChild(thisModNavWrapper); } const getModularNavMobile = document.querySelector('.nav-mobile-modular'); const thisModNavClose = document.createElement('div'); thisModNavClose.classList.add('modular-navigation-close'); thisModNavClose.innerHTML = '<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 448 512"><path d="M16 132h416c8.837 0 16-7.163 16-16V76c0-8.837-7.163-16-16-16H16C7.163 60 0 67.163 0 76v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16zm0 160h416c8.837 0 16-7.163 16-16v-40c0-8.837-7.163-16-16-16H16c-8.837 0-16 7.163-16 16v40c0 8.837 7.163 16 16 16z"/></svg>'; getModularNavigation.appendChild(thisModNavClose); thisModNavClose.addEventListener('click', function() { getModularNavigation.classList.remove('modular-navigation-visible'); }); getModularNavMobile.addEventListener('click', function() { getModularNavigation.classList.add('modular-navigation-visible'); }); } if (document.querySelector('.nav-jobs a')) document.querySelector('.nav-jobs a').setAttribute('target', '_blank'); if (document.querySelector('.nav-pmm-q-a a')) document.querySelector('.nav-pmm-q-a a').setAttribute('target', '_blank'); </script> </div> <div class="search-results"> <div class="search-results-close"> x close </div> <div id="search-field-wrapper"> <form> <input id="search-field" class="st-default-search-input" placeholder="Start typing..."/> </form> </div> <div id="results" class="st-search-container">Nothing to display...</div> <div class="search-tags"> <div class="search-tags-view">or view by:</div> <a href="/tag/branding/">Branding</a> <a href="/tag/growth/">Growth</a> <a href="/tag/ideas/">Ideas</a> <a href="/tag/consumer-insights/">Consumer insights</a> <a href="/tag/startups/">Startups</a> <a href="/tag/tech/">Tech</a> <a href="/tag/team-building/">Team building</a> </div> </div> <div class="social-links social-links-fixed"> <a href="https://www.linkedin.com/company/cmo-alliance/" target="_blank"><?xml version="1.0" encoding="utf-8"?>  <svg version="1.1" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20 20" style="enable-background:new 0 0 20 20;" xml:space="preserve"> <g> <g> <path class="st0" d="M18.5,0h-17C0.7,0,0,0.6,0,1.4v17.1C0,19.4,0.7,20,1.5,20h17c0.8,0,1.5-0.6,1.5-1.4V1.4C20,0.6,19.3,0,18.5,0 z M5.9,17H3V7.5h3V17z 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c-8.88,3.45-22.22,7.55-46.78,8.67c-26.56,1.21-34.53,1.47-101.8,1.47s-75.24-0.26-101.8-1.47c-24.56-1.12-37.9-5.22-46.78-8.67 c-11.76-4.57-20.15-10.03-28.97-18.84c-8.82-8.82-14.28-17.21-18.84-28.97c-3.45-8.88-7.55-22.22-8.67-46.78 c-1.21-26.56-1.47-34.53-1.47-101.8s0.26-75.23,1.47-101.8c1.12-24.56,5.22-37.9,8.67-46.78c4.57-11.76,10.03-20.15,18.84-28.97 c8.82-8.82,17.21-14.28,28.97-18.84c8.88-3.45,22.22-7.55,46.78-8.67C180.77,49.73,188.73,49.47,256,49.47 M256,4.08 c-68.42,0-77,0.29-103.87,1.52c-26.81,1.22-45.13,5.48-61.15,11.71c-16.57,6.44-30.62,15.05-44.62,29.06 C32.36,60.37,23.74,74.42,17.3,90.98c-6.23,16.02-10.49,34.34-11.71,61.15C4.37,179,4.08,187.58,4.08,256 c0,68.42,0.29,77,1.52,103.87c1.22,26.81,5.48,45.13,11.71,61.15c6.44,16.57,15.05,30.62,29.06,44.62 c14.01,14.01,28.05,22.62,44.62,29.06c16.02,6.23,34.34,10.49,61.15,11.71c26.87,1.23,35.45,1.52,103.87,1.52s77-0.29,103.87-1.52 c26.81-1.22,45.13-5.48,61.15-11.71c16.57-6.44,30.62-15.05,44.62-29.06c14.01-14.01,22.62-28.05,29.06-44.62 c6.23-16.02,10.49-34.34,11.71-61.15c1.23-26.87,1.52-35.45,1.52-103.87s-0.29-77-1.52-103.87c-1.22-26.81-5.48-45.13-11.71-61.15 c-6.44-16.57-15.05-30.62-29.06-44.62c-14.01-14.01-28.05-22.62-44.62-29.06c-16.02-6.23-34.34-10.49-61.15-11.71 C333,4.37,324.42,4.08,256,4.08L256,4.08z"/> <path d="M256,126.64c-71.45,0-129.36,57.92-129.36,129.36S184.55,385.36,256,385.36S385.36,327.45,385.36,256 S327.45,126.64,256,126.64z M256,339.97c-46.38,0-83.97-37.6-83.97-83.97s37.6-83.97,83.97-83.97c46.38,0,83.97,37.6,83.97,83.97 S302.38,339.97,256,339.97z"/> <circle cx="390.48" cy="121.52" r="30.23"/> </g> </svg> </a> <a href="https://www.youtube.com/@CMOAlliance" target="_blank"> <svg id="Layer_1" data-name="Layer 1" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 176 124"><defs><style>.cls-1{fill:#fff;}</style></defs><path class="cls-1" 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48.796875 43 C 48.275261 38.532432 44.604108 35 40 35 z M 40 37 C 43.877484 37 47 40.122516 47 44 C 47 47.877484 43.877484 51 40 51 C 36.122516 51 33 47.877484 33 44 C 33 40.122516 36.122516 37 40 37 z M 18 46 C 10.306206 46 4 52.306206 4 60 L 4 64 L 26.269531 64 C 25.457834 65.84109 25 67.868987 25 70 L 25 74 L 55 74 L 55 71 L 55 70 C 55 67.868987 54.542166 65.84109 53.730469 64 L 76 64 L 76 60 C 76 52.306206 69.693794 46 62 46 C 55.158556 46 49.446319 50.988522 48.257812 57.503906 C 45.884282 55.926028 43.045242 55 40 55 C 36.954758 55 34.115718 55.926028 31.742188 57.503906 C 30.553681 50.988522 24.841444 46 18 46 z M 18 48 C 24.245162 48 29.37815 52.832416 29.921875 58.941406 C 28.934708 59.842395 28.067924 60.868215 27.347656 62 L 6 62 L 6 60 C 6 53.397794 11.397794 48 18 48 z M 62 48 C 68.602206 48 74 53.397794 74 60 L 74 62 L 52.652344 62 C 51.932076 60.868215 51.065292 59.842395 50.078125 58.941406 C 50.62185 52.832416 55.754838 48 62 48 z M 40 57 C 47.153388 57 53 62.846612 53 70 L 53 72 L 27 72 L 27 70 C 27 62.846612 32.846612 57 40 57 z M 8 58 C 7.449 58 7 58.449 7 59 C 7 59.551 7.449 60 8 60 C 8.551 60 9 59.551 9 59 C 9 58.449 8.551 58 8 58 z M 12 58 C 11.449 58 11 58.449 11 59 C 11 59.551 11.449 60 12 60 C 12.551 60 13 59.551 13 59 C 13 58.449 12.551 58 12 58 z M 16 58 C 15.449 58 15 58.449 15 59 C 15 59.551 15.449 60 16 60 C 16.551 60 17 59.551 17 59 C 17 58.449 16.551 58 16 58 z M 20 58 C 19.449 58 19 58.449 19 59 C 19 59.551 19.449 60 20 60 C 20.551 60 21 59.551 21 59 C 21 58.449 20.551 58 20 58 z M 24 58 C 23.449 58 23 58.449 23 59 C 23 59.551 23.449 60 24 60 C 24.551 60 25 59.551 25 59 C 25 58.449 24.551 58 24 58 z M 28 58 C 27.449 58 27 58.449 27 59 C 27 59.551 27.449 60 28 60 C 28.551 60 29 59.551 29 59 C 29 58.449 28.551 58 28 58 z M 52 58 C 51.449 58 51 58.449 51 59 C 51 59.551 51.449 60 52 60 C 52.551 60 53 59.551 53 59 C 53 58.449 52.551 58 52 58 z M 56 58 C 55.449 58 55 58.449 55 59 C 55 59.551 55.449 60 56 60 C 56.551 60 57 59.551 57 59 C 57 58.449 56.551 58 56 58 z M 60 58 C 59.449 58 59 58.449 59 59 C 59 59.551 59.449 60 60 60 C 60.551 60 61 59.551 61 59 C 61 58.449 60.551 58 60 58 z M 64 58 C 63.449 58 63 58.449 63 59 C 63 59.551 63.449 60 64 60 C 64.551 60 65 59.551 65 59 C 65 58.449 64.551 58 64 58 z M 68 58 C 67.449 58 67 58.449 67 59 C 67 59.551 67.449 60 68 60 C 68.551 60 69 59.551 69 59 C 69 58.449 68.551 58 68 58 z M 72 58 C 71.449 58 71 58.449 71 59 C 71 59.551 71.449 60 72 60 C 72.551 60 73 59.551 73 59 C 73 58.449 72.551 58 72 58 z M 30 68 C 29.449 68 29 68.449 29 69 C 29 69.551 29.449 70 30 70 C 30.551 70 31 69.551 31 69 C 31 68.449 30.551 68 30 68 z M 34 68 C 33.449 68 33 68.449 33 69 C 33 69.551 33.449 70 34 70 C 34.551 70 35 69.551 35 69 C 35 68.449 34.551 68 34 68 z M 38 68 C 37.449 68 37 68.449 37 69 C 37 69.551 37.449 70 38 70 C 38.551 70 39 69.551 39 69 C 39 68.449 38.551 68 38 68 z M 42 68 C 41.449 68 41 68.449 41 69 C 41 69.551 41.449 70 42 70 C 42.551 70 43 69.551 43 69 C 43 68.449 42.551 68 42 68 z M 46 68 C 45.449 68 45 68.449 45 69 C 45 69.551 45.449 70 46 70 C 46.551 70 47 69.551 47 69 C 47 68.449 46.551 68 46 68 z M 50 68 C 49.449 68 49 68.449 49 69 C 49 69.551 49.449 70 50 70 C 50.551 70 51 69.551 51 69 C 51 68.449 50.551 68 50 68 z"/></svg></a> <a href="https://feedly.com/i/subscription/feed/https://cmoalliance.io/rss/ " title="RSS" target="_blank" rel="noopener"><svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 24 24"><circle cx="6.18" cy="17.82" r="2.18"/><path d="M4 4.44v2.83c7.03 0 12.73 5.7 12.73 12.73h2.83c0-8.59-6.97-15.56-15.56-15.56zm0 5.66v2.83c3.9 0 7.07 3.17 7.07 7.07h2.83c0-5.47-4.43-9.9-9.9-9.9z"/></svg> </a> </div> <main id="site-main" class="site-main outer site-main-post has-post-image"> <div class="feature-post-wrapper"> <article class="post-full post tag-b2b-marketing tag-branding tag-articles tag-marketing "> <section class="post-full-content B2B Marketing"> <header class="post-full-header"> <div class="post-full-header-wrapper"> <section class="post-full-meta"> <time class="post-full-meta-date" datetime=" 2024-11-13">13 November 2024</time> <span class="reading-time">9 min read</span> </section> <h1 class="post-full-title">Applying B2C marketing tactics in B2B marketing</h1> <section class="post-full-meta"> <a href="/tag/b2b-marketing/">B2B Marketing</a> </section> <div class="post-author-with-linkedin-wrapper"> <div class="post-author-wrapper"> <section class="post-full-authors"> <section class="author-card"> <a href="/author/will/"> <img class="author-profile-image" src="/content/images/size/w300/2021/01/IMG_2172.jpg" alt="Will Whitham" /> <section class="author-card-content"> <h4 class="author-card-name">Will Whitham</h4> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </div> <div class="post-linkedin-wrapper"> <script src="https://platform.linkedin.com/in.js" type="text/javascript"> lang: en_US</script> <script type="IN/FollowCompany" data-id="71268213" data-counter="bottom"></script> </div> </div> </div> <div class="post-full-image" style="background-image: url(/content/images/2024/11/Applying-B2C-marketing-tactics-in-B2B-marketing-blog-1.png);"> </div> </header> <div class="post-content"> <aside class="toc-container"> </aside> <p>The digital economy is quickly breaking down the walls between business-to-consumer (B2C) and business-to-business (B2B), and smart B2B marketers are taking notice. More and more, they’re bringing in proven B2C marketing strategies, blending them with the precise targeting that makes B2B so effective.</p><p>By adapting specific B2C marketing strategies, B2B brands can connect better with customers, nurture leads, and build loyalty across all channels. Using B2C marketing tactics helps B2B marketers create stronger, more meaningful relationships with their audiences and stay ahead in today’s competitive landscape.</p><p>Integrating successful B2C marketing approaches within a solid B2B framework is a real game-changer, helping brands stand out, boost customer loyalty, and fuel long-term growth.</p><ul><li>What is the difference between B2C and B2B marketing?</li><li>Can we use B2C marketing methods and research in B2B?</li><li>B2C marketing tactics you can use in B2B</li><li>How does B2C position products differently that B2B marketing can take lessons from?</li></ul><h2 id="what-is-the-difference-between-b2c-and-b2b-marketing">What is the difference between B2C and B2B marketing?</h2><p>The main distinction boils down to who you're trying to sell to - individual consumers versus other businesses. </p><p>With <a href="https://www.cmoalliance.com/approaching-b2b-with-a-b2c-mindset/" rel="noreferrer">B2C marketing</a>, you're aiming at regular people, so the focus is on things like branding, advertising, and creating an engaging customer experience that taps into emotional desires. The buying process is usually quicker and more impulse-driven for consumer purchases.</p><p>B2B marketing, on the other hand, is all about selling to other companies. The approach is a lot more logical and relationship-driven. </p><p>You're not just trying to create buzz but to provide detailed information that helps business buyers make smart, cost-effective decisions. The sales cycle is longer, with more stakeholders involved. Pricing is also more customized for each client's specific needs.</p><p>The marketing channels used reflect these differences too. B2C brands lean on mass media like TV, <a href="https://www.cmoalliance.com/how-to-leverage-social-media-for-your-b2b-brand/" rel="noreferrer">social media</a>, and retail stores. B2B is more about targeted outreach through channels like trade shows, industry publications, and personalized sales pitches. </p><p>Overall, it really comes down to understanding the distinct mindsets and buying behaviors of individual consumers versus professional buyers. Adapting your strategy accordingly is key to effective marketing in each context.</p><h2 id="can-we-use-b2c-marketing-methods-and-research-in-b2b">Can we use B2C marketing methods and research in B2B?</h2><p>There is tremendous overlap in effective strategies between the two realms.</p><p>At the core, business decision-makers are still human beings who respond best when marketing connects with them emotionally and solves real problems they face. So crafting a compelling brand narrative allows potential B2B customers to relate to your company on a personal level, establishing familiarity and <a href="https://www.cmoalliance.com/building-brand-trust-in-a-new-era-of-data-privacy/" rel="noreferrer">trust</a>.</p><p>B2C tactics that can be effective for B2B marketing include leading with the customer experience rather than product specs, leveraging social media to directly engage target accounts, creating <a href="https://www.cmoalliance.com/the-power-of-b2b-thought-leadership/" rel="noreferrer">thought leadership content</a> to attract and nurture leads, and facilitating communities to foster organic sharing.</p><p>These techniques build affinity and "pull" interest where prospects proactively seek you out after exposure through peers. Combined with precision B2B targeting, consumer strategies amplify growth.</p><p>While some differences remain around <a href="https://www.cmoalliance.com/cmo-convo-leveraging-communities-in-the-b2b-sales-cycle-dana-salman/" rel="noreferrer">sales cycles</a> and lead qualification approaches, humanizing brands around shared passions transcends business-to-consumer versus business-to-business delineations. Meet modern buyers where they are digitally through an empathetic approach.</p><p>Selectively incorporating B2C creativity and emotion into your B2B marketing strategy is incredibly effective. Blend these human elements with data-driven precision to drive exponential expansion.</p><h2 id="b2c-marketing-tactics-you-can-use-in-b2b">B2C marketing tactics you can use in B2B </h2><h3 id="connecting-emotionally-through-storytelling">Connecting emotionally through storytelling</h3><p>Leading with product features or functional differentiators has less impact than putting the customer experience front and center. A strong <a href="https://www.cmoalliance.com/putting-people-at-the-heart-of-your-brand-story/"><u>B2C-style brand narrative</u></a> that decision-makers can connect with emotionally remains vital for B2B success.</p><p>As <strong>Mai Fenton, CMO of Superscript</strong> explains, "We treat the small business owners and <a href="https://www.cmoalliance.com/human-connection-is-at-the-heart-of-marketing-success/"><u>decision-makers we serve as humans</u></a> who, beyond logical decision-making, are also driven by how they can emotionally connect with our brand." </p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.cmoalliance.com/story-masters-4-emotional-connections-in-brand-stories/"><div class="kg-bookmark-content"><div class="kg-bookmark-title">How to use emotional storytelling in marketing</div><div class="kg-bookmark-description">People want to feel emotionally engaged with brand messaging and content. To evoke those feelings, I advise balancing pathos with logos – the rational, logical side of your argument.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--18.png" alt=""><span class="kg-bookmark-author">CMO Alliance</span><span class="kg-bookmark-publisher">Gastón Tourn</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/happy-and-sad-buddha-head.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Crafting a compelling brand story and clearly conveying the personality of the company allows potential B2B customers to relate to the offering on a personal level. This establishes familiarity that drives interest, consideration, and <a href="https://www.cmoalliance.com/brands-in-the-age-of-irrational-advocacy/" rel="noreferrer">advocacy</a>.</p><p>Rather than leading with dense specifications, the brand itself becomes the hook that draws positive attention. This gives potential customers added reason to inquire further to understand capabilities. From there informed selling can occur.</p><p>"I approached my role at Superscript by giving each side equal emphasis because they both play an important part in driving business growth. So if there was such a thing as B2B CMOs and B2C CMOs, I suppose I would be a hybrid,” Mai Fenton added. </p><h3 id="leveraging-social-media">Leveraging social media</h3><p>Social platforms present expansive possibilities for B2B brands to directly engage potential customers where they actively spend time. Beyond LinkedIn, channels like LinkedIn, X/Twitter, and Facebook enable relevant interaction with individual decision-makers and influencers at target companies.</p><p>Thoughtful <a href="https://www.revenuemarketingalliance.com/your-guide-to-b2b-social-media-marketing/?ref=cmoalliance.com" rel="noreferrer">social media marketing</a> creates "pull" interest rather than relying solely on "push" advertising messages. Pull interest is customers proactively seeking you out after exposure to your compelling brand directly or through peers. Push advertising can complement pull interest but is less powerful alone.</p><p>Actions like identifying your target audiences, choosing the right channels strategically, establishing a distinct tone of voice, sharing valuable content, highlighting expertise, building trust, and aiming to nurture relationships rather than directly sell are all B2C tactics that can work powerfully in B2B outreach.</p><figure class="kg-card kg-bookmark-card"><a class="kg-bookmark-container" href="https://www.revenuemarketingalliance.com/what-is-targeting-in-marketing/?ref=cmoalliance.com"><div class="kg-bookmark-content"><div class="kg-bookmark-title">What is targeting in marketing?</div><div class="kg-bookmark-description">Unlock marketing success with precision targeting! Dive into demographics, geography, behavior, and more. Tailor your strategy and connect with your audience like never before.</div><div class="kg-bookmark-metadata"><img class="kg-bookmark-icon" src="https://www.cmoalliance.com/content/images/icon/android-chrome-192x192--1--19.png" alt=""><span class="kg-bookmark-author">Revenue Marketing Alliance</span><span class="kg-bookmark-publisher">Charley Gale</span></div></div><div class="kg-bookmark-thumbnail"><img src="https://www.cmoalliance.com/content/images/thumbnail/what-is-targeting-in-marketing.jpg" alt="" onerror="this.style.display = 'none'"></div></a></figure><p>Monitoring metrics like revenue generated and <a href="https://www.revenuemarketingalliance.com/customer-acquisition-in-the-marketing-mix-strategies-for-sustainable-growth/?ref=cmoalliance.com" rel="noreferrer">customer acquisition</a> costs for each social media platform establishes definitive ROI. This enables CMOs to focus time and budget on the highest-converting social channels and opportunities. Tying social media goals directly to overall business growth objectives ensures strategies remain aligned.</p><h3 id="creating-content-to-attract-and-engage">Creating content to attract and engage</h3><p>Content creation showcases subject matter expertise while building affinity. From blog posts, to videos, to research reports, taking the time to create truly helpful content displays understanding of <a href="https://www.cmoalliance.com/the-science-of-responding-to-customers-unmet-needs/" rel="noreferrer">customer needs</a> while generating inbound interest. </p><p>This gives potential customers added reason to engage with your brand across digital channels. Truly useful content earns attention without requiring significant media expenditure.</p><p>Sponsoring media events, facilitating professional networks, and nurturing influencer partnerships gets your B2B brand directly in front of your audience while they are receptive. Participating as an industry thought leader rather than a direct seller builds credibility.</p><p>As Mai Fenton explains regarding Superscript's partnerships, "We found we had quite a rich affinity with cricket lovers, partnering with cricket influencers, so we were able to create some great entertaining content. We were able to get our name out there, and we saw millions of impressions through ESPN social channels.</p><p>"We're definitely going to continue to work with ESPN. It proved to deliver great traffic metrics, and more commercial metrics off the back." </p><p>Facilitating digital and even in-person communities based on shared passions allows B2B brands and customers to connect as people first, before any business transaction emerges. These authentic human connections encourage organic lead sharing as fellow community members naturally refer your brand to colleagues and partners.</p><h3 id="evaluating-similarities-and-differences">Evaluating similarities and differences</h3><blockquote>"Whether the target audience is a business decision-maker or a consumer making personal use of products or services, I think the approach to how you market to your audience is similar. Identifying and understanding your <a href="https://www.cmoalliance.com/rethinking-buyer-personas-a-modern-approach-for-effective-marketing/" rel="noreferrer">buyer personas</a> (or ICP) and buyer journey mapping will inform lead acquisition strategies.</blockquote><blockquote>"However, there are certain disciplines and practices that are more prominent in B2B than B2C, that I think would be beneficial for each to learn from the other." - Mai Fenton</blockquote><p>So while core marketing foundations like buyer persona development and detailed <a href="https://www.revenuemarketingalliance.com/improving-the-customer-journey-with-revenue-marketing/?ref=cmoalliance.com" rel="noreferrer">customer journey mapping</a> apply evenly to both business and consumer realms, tactics like targeted account-based strategies and referral programs have been perfected on the B2B side given longer sales cycles and higher average order values.</p><p>Meanwhile, consumer marketers tend to be masters at large-scale brand awareness campaigns amplified across digital channels. B2B marketers can adapt these high-impact omni-channel strategies informed by their surgical precision targeting skills. Blending capabilities together boosts performance.</p><blockquote>"My B2C background certainly gave me a different perspective. When I joined Superscript, a lot of my experience gained in B2C influenced my approach..." - Mai Fenton</blockquote><p>So for CMOs looking to cross over into new territory by leading either B2B or B2C marketing, taking time to evaluate inherent strengths your past experience brings against desired future goals provides direction. </p><p>Plot connections between proven strategies you can carry forward against new capabilities needing development. Recognize similarities around customer insights while adding new executional techniques.</p><h3 id="humanizing-b2b-brands">Humanizing B2B brands</h3><p>Certain key differences between B2C and B2B remain around cycle times and lead qualification frameworks. However, the accelerating digital economy blends other factors. Forward-thinking CMOs recognize that thoughtfully incorporating select consumer brand-building strategies creates <a href="https://www.cmoalliance.com/b2b-buyers-are-consumers-too/"><u>more relatable brands</u></a> better positioned for organic growth.</p><p>Tactics like social media engagement, online content production, shared interest digital communities, and influencer partnerships overlay neatly atop precision B2B targeting. Blending CMO savvy with the analytical horsepower B2B firms excel at amplifies success.</p><p>"Humanize your brand, focus on solving real problems, and build affinity through shared interests," Mai advises. "Apply the best of B2C tactics to make your B2B brand stand out." </p><p>So rather than defaulting to historical divisions between marketing B2B offerings versus consumer products, breakthrough marketing leaders strategically bridge the two realms based on customer commonalities. </p><p>Blend targeted, precision B2B strategies with relatable, engaging B2C campaigns suited for business audiences. Facilitate digital sharing, connect through common passions, and convey <a href="https://www.revenuemarketingalliance.com/from-trash-to-treasure-how-to-create-thought-leaders/?ref=cmoalliance.com" rel="noreferrer">helpful thought leadership</a>.</p><p>After all, the customer journey for B2B buyers increasingly mirrors elements traditionally associated with consumer selection processes. Meet them where they are digitally. Appeal to hearts and minds. This <a href="https://www.cmoalliance.com/the-power-of-empathetic-leadership-of-a-brand/"><u>empathetic, human approach</u></a>, supported by B2B technical expertise and targeting, powers exponential growth.</p><h3 id="learning-the-lessons-from-b2c-for-b2b-marketing">Learning the lessons from B2C for B2B marketing</h3><p>While differences between business-to-consumer and business-to-business marketing certainly remain in some areas, forward-thinking CMOs recognize that thoughtfully incorporating select consumer tactics creates brands better <a href="https://www.cmoalliance.com/more-than-just-talking-messaging-and-positioning/" rel="noreferrer">positioned </a>for growth.</p><p>Consumer strategies around social media engagement, online content production, affinity group facilitation, and influencer partnerships overlay effectively atop precision B2B targeting. Blending capabilities together compounds success.</p><p>As Mai concludes, "I basically look at our marketing through a B2C lens to build on or complement our B2B marketing initiatives." </p><p>So rather than maintaining historical divisions, breakthrough marketing leaders strategically unify relevant realms to engage audiences. Targeted B2B expertise blends with relatable B2C campaigns appealing to hearts and minds. Meet modern buyers where they are, through voices they trust.</p><p>Facilitate digital sharing, connect through common interests, and convey thoughtful leadership. This empathetic approach, amplified by B2B technical prowess, powers exponential growth. The way forward fuses precision and emotion to build brands that business decision-makers proudly advocate.</p><h2 id="how-does-b2c-position-products-differently-that-b2b-marketing-can-take-lessons-from">How does B2C position products differently that B2B marketing can take lessons from?</h2><p>Consumer branding often excels at leading with an emotional narrative instead of just functional specs. Crafting a compelling personality allows customers to relate at a personal level.</p><p>So rather than purely leading with dense features, make the brand itself the hook drawing interest. Shape the story around experiencing the offering from the user's perspective. Let this customer journey provide the storyline.</p><p>B2C marketers also tend to effectively leverage social platforms to engage audiences actively online, generating viral "pull" interest. Likewise, they are masters at omni-channel brand campaigns spanning digital destinations.</p><p>While precise B2B targeting remains vital, adapting high-impact creative amplified across media channels compounds success. Meet target decision makers where they consume info.</p><p>Consumer marketers also humanize brands via partnerships spanning sports, culture, and causes. Shared affinities transcend B2B/B2C delineations when marketed to hearts and minds.</p><p>So the B2C strategies of leading with emotion, leveraging social sharing, launching integrated campaigns, and connecting through passions all enable B2B brands to better relate with modern buyers. Blend these with surgical execution.</p><hr><p><strong>What other B2C principles are you applying in B2B marketing? And what about the other way round? If you have insights to share, or questions to ask, share them with a global network of marketing leaders on the CMO Alliance Community Slack channel. </strong></p><p><a href="https://www.cmoalliance.com/join-the-community/" rel="noreferrer"><strong>Join them for free today.</strong></a></p>  <a href="https://www.cmoalliance.com/join-the-community/?utm_source=article&utm_medium=banner&utm_campaign=community-ad"> <img src="https://www.cmoalliance.com/content/images/2021/03/CMO-Alliance-Community-ad.png"> </a>  </div> <aside class="post-upgrade-cta hidden-upgrade"> <div class="post-upgrade-cta-content"> <img src="/content/images/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" class="site-logo" /> <h2>Like what you see? 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No page unturned. </p> <div class="post-upgrade-buttons-wrapper"> <a class="button large primary" href="https://certified.productmarketingalliance.com/p/product-marketing-certified-core" target="_blank">Get certified</a> </div> </div> </aside> <section class="post-full-authors post-full-authors-with-bio"> <section class="author-card"> <div class="post-full-authors-content"> <p>Written by: </p> </div> <a href="/author/will/"> <img class="author-profile-image" src="/content/images/size/w300/2021/01/IMG_2172.jpg" alt="Will Whitham" /> <section class="author-card-content"> <h4 class="author-card-name">Will Whitham</h4> <p>Will has written copy and content both in-house and agency-side for a broad variety of brands, industries, and international audiences. He's the host of the CMO Alliance podcast, CMO Convo.</p> <div class="post-full-footer-right"> <div class="author-card-button">Read More</div> </div> </section> </a> </section> </section> </section> <section class="subscribe-form"> <p>Get industry insights</p> <form data-members-form="subscribe"> <input data-members-email type="email" required="true" placeholder="youremail@example.com" /> <br> <button type="submit">Join</button> </form> </section> <aside class="read-next"> <aside class="read-more-wrap outer"> <header class="read-next-card-header"> <h3><span>More in</span> <a href="/tag/b2b-marketing/">B2B Marketing</a></h3> </header> <div class="read-more inner"> <article class="post-card"> <a class="post-card-image-link" href="/the-power-of-b2b-thought-leadership/"> <img class="post-card-image" src="/content/images/size/w800/2024/01/lightbulb-idea-image.png" alt="The power of authentic thought leadership in B2B marketing" /> </a> <div class="post-card-content"> <div 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class="post-card-title">How to reach and engage B2B buyers</h2> </header> <section class="post-card-excerpt"> <p>I’m excited to share my learnings on a topic that is very near and dear to my heart: the blurring of the lines between B2B and B2C marketing....</p> </section> </a> <footer class="post-card-meta"> <ul class="author-list"> </ul> <span class="reading-time">6 min read</span> </footer> </div> </article> </div> </aside> </aside> </article> </div> </main> <div class="floating-header"> <div class="floating-header-logo"> <a href="https://www.cmoalliance.com"> <img src="/content/images/size/w100/2024/07/android-chrome-192x192--1-.png" alt="CMO Alliance icon" /> <span>CMO Alliance</span> </a> </div> <span class="floating-header-divider">—</span> <div class="floating-header-title">Applying B2C marketing tactics in B2B marketing</div> <div class="floating-header-share"> <a class="floating-header-share-tw" 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