B2B More Human: A playbook for the long game players
In a world where B2C brands tend to hog the spotlight, B2B brands quietly power the economy, driving innovation, and creating immense value. And while many of the challenges faced by B2B marketers are common to all businesses, there are nuances and unique factors, demanding a distinct approach to brand building. B2B More Human recognises and embraces the differences in a set of principles and guidelines designed specifically for those who believe in the potential of B2B, appreciate its importance, and are determined to make their brands the very best they can be.
Is B2B More Human for you?
If you’re responsible for marketing at a B2B brand – large or small, any sector, anywhere – B2B More Human is for you. If you recognise and relish the specific challenges of B2B marketing – it’s for you. Like, for example, the fact that at any given time, just a tiny fraction of your target audience is in the market to buy, which means you simply can’t afford for your brand not to be memorable. If you believe in the potential of B2B and its incredible, rarely acknowledged, contribution to the economy and society at large – it’s for you. If you can’t help but see beyond the immediate sale and get seriously excited about the value of long-term brand building – it’s for you. You’re all for quick wins of course, but your real motivation comes from the allure of playing a great long game and building a brand to last. And, if you get that all this takes time, dedication, commitment, and a willingness to think differently – that’s right, it’s for you.
What can you expect?
B2B More Human offers a no-nonsense, accessible approach to ensuring your brand is more memorable and meaningfully different from the alternatives – so that ultimately yours is chosen more often and stands the test of time. This isn’t about reinventing the wheel or adding unnecessary complexity. Instead, B2B More Human strips away the noise, presenting ideas that are both familiar and fresh, packaged in a way that’s engaging and easy to apply. It’s an approach for those who want to see their brand thrive long-term, who are willing to learn, adapt, and to break the mould.
It’s time for change
You’ll see too that B2B More Human is more than just a guide – it’s a rallying cry – because we believe it’s time for B2B to get the recognition it deserves. For too long, B2B has been seen as B2C’s less glamorous cousin, when the reality couldn’t be further from the truth. B2B brands are doing incredible, fascinating, life-changing things, and with little fanfare. With B2B More Human we are giving back to a sector that has given us, and gives others, so much. Precious insight born of nearly 30 years of experience, witnessing what the most successful B2B brands have in common, that we want to share with you. So, if you’re ready to take a fresh look at B2B, if you’re passionate about what you do, and if you’re willing to think long-term and differently – then you’ve mostly definitely come to the right place. Let’s make sure your brand is the first your prospects think of. And the one they consistently choose over and above the rest, now and in the future.