There’s a lot of great information out there about how to apply B2C tactics to your B2B marketing, but ultimately it comes down to one principle:
What would your best sales person do?
First of all, they certainly would not deliver a single canned pitch to all prospects then inundate them reams of objective data.
Unfortunately, that’s exactly what most B2Bs do when connecting with audiences online and it ends up about as well as you’d expect when a sales person does it: prospects are left loosely engaged and hoping to find a company that actually understands their needs.
Today’s B2C tactics are amazingly effective at relating to people on a personal and emotional level then connecting their individual needs with the company’s solutions.
And so are your best sales people.
in both cases, it all comes down to the fundamental drive to understand and connect with your prospects on a human level and to give them real solutions to their particular problems.
This is exactly what your marketing strategy should be designed to do, at scale. Some B2C tactics are great for this, some not. No matter what though, the guiding principle should be to create the experience that reflects what you’d expect from your best sales people.