H2H is an emerging concept that seems to be taking the world by storm, simultaneously questioning the long-accepted differences between B2B and B2C communications.
Although at surface level the differences between the B2B and B2C buying journeys seem irreconcilable, what many marketers are beginning to acknowledge now is the shared nexus between these two spheres – namely the connection between human to human. Consider this: the power of human emotion may actually be the strongest weapon in the marketing arsenal. It doesn’t take more than a look at the onslaught of competition in a fragmented marketplace to realize the importance of slicing through the noise with a brand that is not only meaningful, but also memorable. As Beth Comstock, CMO of General Electric says, ‘good marketing is the same at the end of the day – we’re all about people. B2B does not mean boring to boring.’
When it comes to sales, studies show that ‘having consumer relevance gives B2B brands a 10% increased chance of being in a business decision-maker’s consideration set.’1 This number only stands to grow as self-guided internet research continues to exert a prodigious amount of influence on the final buying decision. In addition, a recent report by Google measured that 60% of B2B buyers go to social communities to find out what they need to know about business products.2 Whether engaging a consumer in their personal or professional space, the ultimate objective behind any communications strategy needs to be the evocation of a trusting relationship.
And so, as firms begin to turn their attention towards communities rather than companies, and educating rather than selling, we will undoubtedly see the emergence of the indomitable H2H organization – a brand whose inherent mission is to enhance the lives of their customers, and for whom the classification of their offering is nothing but a cover.