Want more success in B2B marketing? Start thinking like a B2C marketer.
Far too often, B2B marketers mistake customers for a business. To influence customers’ purchase decisions, B2B marketers don’t typically imbue any of the personal and emotional qualities that consumer marketers understand so well. As a result, we see too many boring whitepapers, stale websites, and dry content that no one wants to read.
B2B marketers have to understand who the person is behind the business walls, what they care about, and their needs. The customer isn’t some inanimate entity. There’s a real person on the other end of the line.