B2B is really just B2Human

Why you need to think like a B2C marketer as a B2B brand today
We love putting things into boxes. B2C marketing? That’s fast, emotional, and flashy. B2B marketing? That has to be rational, complex, and above all, very business-like. Right? Actually, no. Times have changed… and so has the B2B customer.

In this article, we explain:

• why B2B customers have higher expectations than ever,
• what B2B can learn from B2C,
• and how you can make your brand more human, intuitive, and appealing today.

The B2B customer of today: more demanding than ever

B2B buyers have changed. They are digital natives who expect a smooth, intuitive experience (UX) when they visit your website or order something online – just as they are accustomed to seamless e-commerce, on-demand content, and smart algorithms that understand their behavior as consumers.

Research shows it in black and white:

• 80% of B2B buyers expect the same user experience as in B2C (Salesforce)
• 2 out of 3 will even drop off after a poor digital experience, before they ever speak to a salesperson (McKinsey)
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What B2B can learn from B2C

Fortunately, you can cater to your B2B audiences' needs. After all, there are many proven B2C principles that you can perfectly translate into B2B marketing. We’ve listed a few here.

Simplicity sells
B2C loves simplicity: clear messages, intuitive flows, and a touch of emotion. B2B can learn a thing or two from this and could certainly afford to sound a little less complex. So, rephrase your product benefits in plain language. Instead of “modular ERP solution,” try “software that grows with you.” Get the idea?

Mobile is the standard
More and more B2B decisions start on a smartphone—while scrolling through LinkedIn, reading a newsletter, or performing a quick search. If your website or emails aren’t mobile-friendly, you lose more than just reach; you’ll undoubtedly lose your customer’s trust in the long run.

The power of imagery and storytelling
B2C marketers have long known that video and creative visual storytelling, in both words and images, can work wonders. In B2B, this is still often forgotten or underestimated.

Yet, a well-told customer story, supported by an original visual or an accessible behind-the-scenes video, immediately makes your offering that much more tangible and credible. It draws the viewer into your world and helps clarify and explain your (complex) products or services. This is how you quickly build trust and increase the likelihood of conversion and engagement.

From B2B to H2H: Human to Human

The real shift, however, lies in thinking from B2B to H2H. Because whether you are a professional or a consumer, people don’t buy from companies. They buy from people they trust. From brands that understand them. From stories that move them.

This requires communication that:

• shows faces instead of just logos
• is clear and professional, but also empathetic
• dares to play with emotion (a laugh and a tear)

So, whether you sell software or offer industrial solutions, your customer wants to feel understood. As an engineer or IT specialist, but above all, as a human being. Human to human! Human communication comes first!

How do we approach this at D’M&S?

At D’M&S, we also strongly believe in the power of human communication. That’s why we combine strategy with creativity, even in B2B.

For example, we helped Agfa Radiology Solutions translate a technical product into a clear and human story. For Trotec we combined expertise and ease of use into powerful, visual campaigns that capture the imagination. And at Vandenbussche we put the people behind the industrial construction specialist at the heart of their employer branding.