Forget B2B and B2C; the future of marketing is P2P
Move over, B2B and B2C marketing. Columnist Joe Hyland believes marketers need to embrace person-to-person (P2P) marketing and connect with their customers on a human level.
By now, we can all agree — digital has changed everything. So, it only makes sense that digital is responsible for blurring the lines between the marketing strategies of business-to-business (B2B) companies and those of business-to-consumer (B2C). Now that we can reach individual customers at scale, we have to start treating every customer as a person first, and the “customer persona” second.
Forrester analyst Steve Casey put it eloquently in his latest research by calling this trend the rise of the “B2B consumer.” For a career SaaS marketer, I’ll admit my first reaction was skepticism.
The conventional wisdom is that enterprise deals require buy-in from a committee of stakeholders, all motivated by their organizational responsibilities rather than personal interests. So, it should really be about putting our value proposition in business terms, right?
I realize now that’s an oversight. When I think about the marketing campaigns that have grabbed my attention and made me want to engage, the thing they all have in common is that they speak to me as a human being, not generically as the CMO of a martech company.
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