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We often think of B2B as the opposite of B2C; where B2C is about serving people, B2B is serving a company. However, it is important to keep in mind that B2B is still B2H marketing- that is, Business to Human. I’m thrilled to take some time this week to unpack the nuances of the B2B world and the lessons we can learn from current B2B trends.

Whether it’s risk aversion, keeping up with fast-paced short-term behavior, or understanding your buyer, the evolution of B2B marketing is integral to understanding the shifts in modern day sales. Do emotions have a place in the branding for B2B? How can we look at other companies to understand buying behavior? Who do buyers envision as leaders? 

To really unpack the B2B mindset I’ve brought on marketing expert, Andrew Gaffney. Andrew is the Editorial Director for G3 Communications, publishers of Demand Gen Report, ABM in Action and Channel Marketer, and producers of the B2B Marketing Exchange. Through targeted events and e-media publications, G3 Communications provides best practices performance marketing and customer acquisition strategies to more than 80,000 B2B marketing executives.

To find out how to have the best B2B year yet, download this episode now.


“Speak to the entire committee.” -Andrew Gaffney

Highlights –

    • Most B2B behavior is based around risk aversion.
    • It may not always be best to be on the defense. 
    • Customer experience and the customer life cycle is still important for B2B sales.
    • Marketing behaviors are mirroring the self-navigating behavior of today. 
    • It is important to prioritizing trust and credibility- in both B2B and B2C. 
    • 70% of B2B buyers believe content is more focused on style than substance. 
    • It is important to find new ways to maximize buyer’s time. 
    • Identify who you can collaborate with, buyers want to experience that community feeling.

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Music by Jawn


Affiliate Links: Disclosure of Material Connection: Some of the links in the post above are “affiliate links”. This means that if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products and services I use personally and believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials in Advertising.”