B2B: The unsung engine of the economy
In the world of business, B2B organisations often operate behind the scenes, quietly driving the economy forward. While B2C brands typically receive the lion’s share of attention, it’s the B2B sector that forms the backbone of our economy. At mark-making*, we’ve spent nearly 30 years working with B2B brands, and during that time, we’ve witnessed the extraordinary contribution they make – not just to the economy, but to society as a whole. Yet, despite their critical role, B2B businesses are often overlooked. With B2B More Human, we aim to change that by helping more B2B brands realise their full potential, shining a spotlight on the B2B sector, and acknowledging the immense value it brings.
Consider the evidence
B2B businesses are the little-heralded heroes of the economy. While consumer brands grab headlines, it’s B2B companies that provide the infrastructure, technology, and services that enable the entire economy to function. In the UK alone, B2B activity accounts for 44% of the nation’s business turnover, contributing an astounding £1.7 trillion to the economy*. This isn’t just a local phenomenon; B2B companies globally are pivotal in sectors ranging from manufacturing to technology to professional services. What’s truly remarkable is the sheer variety of B2B companies – something we’ve discovered first-hand working with literally hundreds of them over the best part of 30 years. From ultra-specialised manufacturers creating components for the aerospace industry to tech firms developing cutting-edge software that drives innovation in countless fields, B2B companies are involved in almost every aspect of our lives – even if we don’t see them. These companies aren’t just supporting other businesses; they’re enabling progress and innovation on a scale that’s difficult to quantify.
The invisible force driving innovation
One of the most exciting aspects of B2B businesses, and what makes working with them so rewarding, is their role in innovation. Take, for instance, a company that produces advanced materials used in medical devices. While the end product may be a life-saving tool that benefits patients, it’s the B2B company behind the scenes that made it possible. Or consider a firm that develops software for managing supply chains. This technology doesn’t just streamline operations for one company; it can have a ripple effect, improving efficiency across entire industries. We’ve worked with companies in fields as niche as digital preservation (< href="/content/case-studies/preservica/">Preservica) and software verification (Cocotec). Organisations we might never have otherwise been exposed to, or even been aware of, and yet the impact of what they do touches many of us everyday. The public is rarely aware of the B2B companies driving these innovations, even though their work has a profound impact on society. This lack of recognition doesn’t diminish their value, but it does underscore the need to highlight and celebrate their achievements.
The societal impact of a thriving B2B community
A thriving B2B sector doesn’t just benefit the economy; it also has a significant societal impact. Strong B2B companies create jobs, drive technological advancements, and support a wide range of industries that are essential to our way of life. When B2B companies succeed, they contribute to a healthier economy, which in turn supports better infrastructure, education, and healthcare. B2B businesses often lead the way in sustainability and corporate responsibility, too. Many are at the forefront of developing green technologies, reducing waste, and improving efficiency in ways that have a direct impact on our environment. These efforts are critical as we look towards a more sustainable future, yet they often go unrecognised by the broader public.
B2B More Human: making a difference on all levels
B2B More Human is about more than just helping individual brands succeed; it’s about making a difference at both the micro and macro level. By empowering B2B brands to be more meaningful, more memorable, and more successful, we’re helping to ensure that the sector as a whole can continue to thrive. B2B More Human is a distillation of nearly three decades of insights into what makes B2B brands successful. It’s a no-nonsense, accessible guide to long-term brand building, designed to help B2B leaders and marketers understand how to stand out and be remembered in crowded, and often highly commoditised, markets. But beyond that, it’s a rallying cry. It’s time for all of us to take a fresh look at B2B, to recognize its incredible contributions, and to ensure that it receives the recognition it deserves. Through B2B More Human, our mission is to elevate the sector, helping more brands realise their full potential while acknowledging the vital role they play in our world. To give B2B the credit it deserves, and to ensure that these businesses are recognised for the extraordinary contributions they make every day.