We shouldn’t be afraid to steal from the consumer marketing engagement playbook. Our audience will thank us for it.
B2B and consumer marketing might seem completely different beasts, but they can learn from each other. Consumer brands tend to be miles ahead when it comes to creating emotional experiences, yet whether we’re selling to a consumer or a business, it’s still a human making the decision.
Consumer marketers obsess over making things easy: simple websites, one-click checkouts, engaging emails. B2B seems to use its longer sales cycle as an excuse for putting in less thought. This is crazy. If anything, a smoother, more intuitive experience is needed to help guide buyers through the decision-making process faster and more confidently.
B2B buyers don’t turn off their human brains when they step into ‘work mode’. They still respond to brands that feel relatable, authoritative and genuinely helpful. Detailed white papers and data sheets are still critical, but we don’t have to be pompous in writing and presenting them. We shouldn’t be afraid to steal from the consumer marketing engagement playbook. Our audience will thank us for it.