B2B & B2C blur into something new

Our new four-part series puts B2B marketing in the spotlight, offering insights to operators in that space – and valuable takeaways for those in B2C. First up, Gisela Montello-Bruce and Michael Friedberg from FluxB2B talk us through how the two categories are converging… and propose a new lens: human-to-human.

Traditionally, marketing has been split into B2B (business-to-business) and B2C (business-to-consumer) categories. But rapid digital transformation means these distinctions are blurring.

What does that mean for marketers in the B2B space? It opens up a new way of thinking that puts humans first.

These days, B2B buyers are increasingly expecting B2C-like experiences – they want purchasing to be frictionless and digital. They like self-service too: research from McKinsey found between 70% and 80% of B2B decision-makers prefer remote human interactions with sales reps or digital self-service. According to Abby Bunting, Director Client Solutions at Kepler, they’re happy to spend big via this method: 35% of B2B decision-makers are now comfortable making online purchases worth over $500,000.

It’s not just the service side of B2B that’s becoming more customer-centric: influencer marketing is now being adopted in these contexts, as companies create micro-influencers – engaging employees and thought leaders to help their business clientele with buying decisions. 

Charlene Ree, founder & CEO of EternityX, said earlier in 2024 that more than 80% of B2B decision-makers use social media platforms for industry insights and community engagement. That observation will track with marketers of all stripes – social platforms that were a ‘nice to have’ even a couple of years ago are now essential.

Read the rest of the B2B series

Human-to-human first

These changes all add up to a different approach. So we propose a new way of looking at it: H2H, aka human-to-human. This lens emphasises that, at the core of any business, it’s still people making decisions. 

Traditional B2B focuses on the rational aspects of products – the functions and performance – but human elements have always been at play.

Remember Apple’s tribal marketing back in the day? “I’m a Mac. I’m a PC.” 

It was aimed at consumers, but businesses bought into too. The Apple Mac gang were thinking: “I’m not a boring PC, because I recognise myself in the cool Apple brand.” 

And people would talk about their companies: “Oh, we run on Macs.” When really they run on people. 

There was a sense of community, of thinking differently – psychological and value attachments that are irrational against a buying decision. There was nothing wrong with Dell at the time. Both brands made computers. But life with Apple just looked a bit… cooler. 

The difference now is this approach is prolific. It drives a lot of decision making – particularly as Gen X and millennials come into management and are running their own businesses. 

Changing landscape

While there’s clearly a role for rational features, the driving force behind purchases – whether in a B2B or B2C context – is fundamentally human emotions, desires and needs. 

“Know me” is central to the H2H lens. At its heart, the human-to-human approach is about real people who understand other people. Applying lived experiences to service design is at the core to reaping the benefits in both B2C and B2B.

This realisation is already changing the B2B landscape.

B2C has long mastered emotionally driven storytelling and the seamless omni-channel experience. These practices have also started to shape B2B environments – after all, B2B decision-makers are also individuals who appreciate compelling, human-focused marketing. 

We’re seeing a twin-track approach that appeals to both heart and head. Increasingly, ad spending in B2B is targeting potential buyers through platforms that emphasise brand storytelling at an emotional level (like Facebook) as well as a problem-solving level (like LinkedIn).

Lessons from each side

B2B has always excelled at understanding complex buying groups and intentionally building relationships with decision-makers, influencers and blockers. B2C, on the other hand, focuses more on brand affinity. 

The current market dynamics push both sides to learn from each other. B2B must embrace emotional engagement and community building, while B2C might need to take a more relationship-based approach
to remain relevant.

Either way, connection is king. It’s about leading with people, not products. Empower, know, reach, enable and support customers by proving you understand them and want to serve them. This leads to a focus on ‘engagement’ as a key success metric, not impressions. 

The H2H approach shifts the focus from campaigns to building communities that drive meaningful engagements and deliver value before asking for attention. Instead of bombarding customers with messages, brands should look to foster environments where individuals feel a sense of belonging. 

Human-centric engagement resonates

Whether it’s through a sustainability-driven narrative or a shared goal, human-centric engagement resonates more powerfully in both B2B and B2C. And tech can help smooth the path for more meaningful human connections.

With the advancements in AI, personalisation at scale is finally within reach for B2B companies. Personalised outreach, once the hallmark of B2C, is now being adopted by B2B marketers who see that relevance and personalisation can drive better engagement. 

But note that personalisation wears thin quickly if it’s just about manipulating someone into buying. Businesses exist to give customers value. So get back to basics and focus on how you are giving your customers value.  

B2B buyers are expecting the same type of individualised, seamless experiences they get in B2C – from predictive analytics that recommend products, to online self-service options that allow for a no-human buying moment until it’s necessary. The B2B space has had to catch up, but the tools are now available.