With B2B and B2C cross-pollinating, your marketing approach must change [Video]

In the debate about the crossover between B2B and B2C, Brave Bison’s Andy Platt and Brenda Imeson ended up with six compelling reasons the playbook is changing as part of The Drum’s B2B focus.

Forget everything you thought you knew about B2B and B2C marketing – because the rules have changed. What were once two distinct worlds with their own game plans are now swapping secrets and breaking all the old conventions.

If you’re still treating business buyers like buttoned-up suits or chasing consumers with blanket messaging, hoping something sticks, you’re already losing.

As work-life boundaries blur, so does B2B buyer behavior

Pre-Covid, B2B marketing was often synonymous with high-cost, highly targeted campaigns aimed at reaching decision-makers in exclusive, business-focused environments.

The belief was that B2B buyers were only receptive to business talk between 9 and 5 and only in their buttoned-up work zones. They are a rarified breed immune from consumer-proven marketing strategies and channels. Brands would shell out exorbitant CPMs (cost per …

Tags Business To Business, Lead Generation, Marketing Strategy, Social Media Marketing