business to business

business to business

The creative challenge in B2B marketing

4h ago
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Description

Creativity in B2B marketing - what is the challenge? And how has it evolved over the years? Kunde & Co's Creative Director, Glenn Weston, shares his perspectives in this interview. He discusses the difference between business-to-consumer (B2C) marketing and business-to-business (B2B) marketing. One of the biggest challenges is to relate to people that you are trying to sell a product to in a world, where your target group can vary from a production line engineer to a doctor. Being able to relate to these complete different worlds demand an enormous amount of time, empathy, understanding, energy and enthusiasm and especially a lot of creativity. B2B marketing often has a lot of technical information to communicate, but the trick is as he mentions, to create an entrance to that technical information. Like any other decent communication B2B marketing is about establishing a more emotional connection with your audience and target group. In the recent years a lot of new channels have appeared such as mobile and social media and B2B companies don't necessarily hop into new things without the assurance that it is going to work -- B2C companies are often less conservative in that relation.