What can B2B marketers learn from B2C?
I was at the Digital Marketing World Forum event in London recently. 90% of the speakers and sponsors had their sights set on B2C.
But as a nerdy B2Ber, I was soaking it up.
Some of the best ideas start out in consumer marketing.
💻 Interactive flipbooks and multimedia brochures were used by luxury car companies long before they were lapped up by enterprise tech firms.
📽 Funny Instagram videos were embraced by FMCG brands long before SaaS companies jumped on the band wagon.
📱 Scorecard marketing quizzes and questionnaires captivated people on BuzzFeed long before they filled our LinkedIn feeds.
The channels and formats might change but the principles still remain. Tell stories. Involve influential people in your content creation and invite them to share it. Where it's appropriate, use humour.
As Lee Goodger from Savills said on stage, "Make content, not ads".
And as Joshua Fray from Wild deodorant noted, "be proactive and take risks". Just like they did with their storming 'swipe your pits, check your tits' campaign….
I would LOVE to see how I can take inspiration from that one with a B2B client 🍈🍈. Answers on a postcard please...
