Tony Ezell strode to the ANA conference stage and posed a provocative question for marketers: “Are B2C and B2B marketing and brand evolution really any different?”
Ezell, executive vice president of North America and chief marketing officer of Becton, Dickinson and Company, delivered a resounding “no” in his presentation at the ANA’s Masters of Marketing event last month in Orlando.
During his talk, Ezell told the story of how BD, a global medical technology company, realized during the COVID-19 pandemic that it needed a more unified approach across hundreds of BD brands, both B2B and B2C. That pivot meant moving away from independent brand strategies and campaigns to a more consistent brand purpose, with two primary goals: driving growth and delivering value to customers.
Ezell shared the successes BD has had due to its more unified B2B/B2C approach and an integrated brand architecture strategy. In addition, research from various sources backs up that same viewpoint — that B2B and B2C principles are the same.
The Fundamental Similarities of B2B and B2C Marketing
Ezell explained that Becton Dickinson recognized that B2B and B2C approaches require similar insights and approach:
- a deep understanding of the target audience, their needs, and their pain points.
- a clear value proposition that resonates with the target audience.
- a strong brand identity that differentiates the company from its competitors.
- a comprehensive marketing strategy that includes a mix of channels such as social media, email marketing, and content marketing.
Taking a B2C approach to their B2B marketing helped the BD team redefine their business, revamp their product communication, and reshape their marketing plan. Those steps and strategic shift resulted in improved business performance, Ezell said.
Research Supports the B2B/B2C Similarities
Studies, surveys, and research findings support the same type of results Ezell shared from BD.
- The U.S. Chamber of Commerce reported that the difference between B2B and B2C customer engagement is shrinking, with B2B tactics looking more similar to B2C.
- Hubspot shared that more than 70% of B2B marketers planned to invest more in influencer marketing — a channel more associated with B2C — in 2023.
- A study by Google and CEBs Marketing Leadership Council found that B2B buyers are more likely to purchase when they have an emotional connection with the brand.
“The ANA’s principle of moving to B4H — brands for humans — emphasizes the importance of building relationships with customers and creating content that resonates with them personally.”
Brands Have Success Using B2C Tactics with B2B Audiences
At Brunner, we love the B2B/B2C similarities and take an audience-first approach to helping our B2B clients reach their target audiences effectively.
We work with brands including YellaWood, maker of pressure-treated pine materials, and Rinnai, a leading manufacturer of tankless hot water heaters, to reach their target B2B audiences. Those campaigns have resonated with their intended audiences by conveying a strong brand identity and building emotional connections.
Take Your Marketing to the Next Level with a ‘Brands for Humans’ perspective
The ANA has recognized the importance of a consumer approach to B2B marketing. The organization recommends marketers start seeing their marketing approach as “brands-for-humans” — B4H — because many of the same human truths apply to both B2B and B2C for a simple reason: both market to people.
The ANA’s principle of moving to B4H emphasizes the importance of building relationships with customers and creating content that resonates with them personally. It advocates for putting brand purpose at the center of all marketing as an essential approach for brands that want to succeed in both B2B and B2C markets. (ANA member-only magazine article, “Brands for Humans is a Movement with Purpose”)
Want to Connect Your Brand Purpose with Your Humans?
If you’d like to explore how B2B and B2C marketing are more alike than different, Brunner’s approach to brand strategy and activation can get you there. Please feel free to get in touch about the challenges you’re facing and potential ways to tackle those obstacles. We’d love to chat!
Patrick Culhane, director of business strategy and development, has 21 years of agency experience in brand strategy, planning, and development. He has a BA in Marketing and the Psychology of Communication from De Montfort University and recently completed the ANA’s Integrated Marketing Certificate. Patrick advocates for diversity marketing as a brand growth source and co-presented at the Atlanta Business Chronicle and Brunner co-sponsored event, “Growth Through Diversity.” He’s a proud juror at the 2023 ANA REGGIE Awards.