Is Human to Human Marketing Replacing B2B and B2C?
Is Human to Human Marketing (H2H) replacing Business to Business (B2B) and Business to Consumer (B2C) Marketing? Is this a new battle cry or wishful thinking?
A proponent of H2H Marketing, Bryan Kramer espouses the need to replace how professionals in B2B and B2C conduct business. He believes there’s a blurry demarcation line between the two that’sdifficult to differentiate. He further sees the need for marketers to stop the gibberish jargon in sales to appear smarter. He believes it’s time to start putting themselves in the shoes of the client and start thinking like one.
Differentiating B2B from B2C
There’s a vast difference when marketing to a business and a client. Companies who delve into B2B sales market directly with other businesses. These are the ones that need their services or products. Moreover, these firms have in-house sales team to do the job. In some instances, companies opt to outsource services to other independent sales agents.
There’s limited prospects when you’re in B2B sales. Job tenures are often dependent on the economic health of the industry they belong to. An example would be the selling of heavy machinery in the manufacturing sector. Even a small drop in the manufacturing business affects the job security of B2B sales agents.
On the other hand, B2C sales cater directly to consumers who may need their products or services. Unlike B2B, where they focus on other businesses, there’s a throng of potential customers for B2C. Examples of popular B2B sales are in the areas of automobiles, real estates and computers, among many.
The Power of H2H
Human to Human Marketing draws its strength from fact that human beings have emotions. As such, every sales interaction must take into account various factors such as: