OK, so let’s start by defining these acronyms:
While we regularly speak about B2B or B@C marketing strategies (including us at Marketing Edge) isn’t it really all about human to human relationships and communication?Marketing programs and campaigns are created by humans and the targets for these programs and campaign are humans as well. Too often, we get hung up or fixated on the notion that we are selling to a business. But we all know that it’s a human making the decisions to purchase the goods or services we are offering.
In Bryan Kramer’s book “There is no B2B or B2C: It’s Human to Human,” a key takeaway is: Human beings are innately complex yet strive for simplicity. Our challenge as humans is to find, understand and explain the complex in its most simplistic form. This means you, marketers. Find the commonality in our humanity, and speak the language we’ve all been waiting for.
Mike Lieberman adds: An H2H marketing approach isn’t just for gushy feelings or sappy stories. It also delivers the following benefits to your company’s bottom line:
While your business might need to optimize for a longer purchase decision cycle (B2B) or a very short one (B2C), you must focus first on the human-to-human relationship in both your marketing and your sales efforts. Harnessing the power of an inbound marketing strategy ensures your communications are more H2H, and that’s a change in business we’re all able to appreciate – even your bottom line.