Traditionally, marketers have been taught to differentiate between the needs of business-to-business (B2B) and business-to-consumer (B2C) audiences. It made sense all those years ago when we weren’t a connected society.

In the simplest form, when marketing to B2B audiences, you are building long term relationships and in the B2C world, there is more focus on emotional buying and brand affinity.  What has changed? Recent research by FT and gyro found that 83% of B2B decision makers say culture is among the most important attributes when researching a company. It clearly cannot be underestimated in any customer journey.

Read this provocative article, “Is it time to stop differentiating B2B and B2C?” which speaks to why we are moving from an age of reason to an age of feeling. You’ll discover that you might be mistaken to think that feelings and emotions are not as high a priority for B2B brands.

At Pivot Point Marketing, we believe that making an emotional connection makes your brand more memorable – we call it People2People marketing where the secret to engaging both a business and consumer audience lies in understanding your customers better, building a compelling story full of emotion and reaching them in the right place, at the right time.