At the end of your B2B strategy will be a human, not a business. Act accordingly argues Cheil UK’s Rikke Wichmann Bruun as part of The Drum’s B2B focus.
After checking into a hotel recently and heading up to my room, I found a welcome note signed by the hotel manager placed neatly on the table. There’s nothing unusual about that; hotels often leave guests welcome notes. What struck me about this particular note, however, was that it not only welcomed me to the hotel but also hoped that I would enjoy the conference I was attending and reassured me that my dietary requirements would be taken care of by both the conference organizer and the hotel during my stay.
I was being communicated with as an individual rather than a business, and I admit it; I was impressed. This level of personalization is still rare, especially in a B2B setting. But it’s coming.
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