Times are changing for the B2B marketing sector, with businesses taking on a more human approach, writes Simon McEvoy, planning director, Tangent Snowball. The traditional approach to B2B marketing has been a very direct one, designed primarily as a starting point for developing quite personal, one to one relationships. This was always fine for businesses that had a small group of high-value B2B customers, but for large B2B customer networks this was often impractical and inefficient, resulting in low-quality, unimaginative marketing campaigns which relied on deals or offers to encourage a callback response. The problem here is that people who run businesses are still just that - people. In their personal lives they are used to carefully considered marketing campaigns, websites which know who they are and respond accordingly, messaging which appeals to the emotional as well as the rational. The shift between these two 'marketing experiences' has become an unpleasant one for many business owners. They expect the same level of polish and creativity that they see in B2C campaigns, which has seen pressure put on B2B marketers to 'up their game' and change the way they communicate with prospects and clients.
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