I was recently called up by an event sales person, trying to get me along to a B2B tech event. When I asked what kind of people would be going, she replied: “Well it’s B2B event – back2back (sic), for businesses like yourselves.” That call will remain memorable for a long time to come, I’m sure. Not just because it has spawned a new joke (‘back2back’, instead of ‘business to business’), which has been ongoing ever since. But also because it got me thinking about what B2B actually means. During that call, I had effectively been called ‘a business’ and, if I went, I was going to get to meet other businesses. I’m not a business, I’m a person and I wanted to know which people would be there, not which organisations. It made me see first-hand how impersonal B2B marketing can be. In the same way, you may have heard people talking about B2H marketing. It’s not a new thing. We’ve actually been doing it at Richmond & Towers for quite some time – certainly long before the term was coined – but there’s clearly still a lot of work to be done around some people’s attitudes to it within the B2B sector. B2H, quite simply, stands for Business to Human, a theory which says that, as a business, you should communicate to people – not to their businesses. Similarly, social media has always been bit of a grey area for B2B marketers. It raises so many questions, including around the best channels to use. Add to that questions over tone of voice and choice of language, and it’s a veritable minefield. But communication is ultimately about people. It’s about tapping into emotions, preferences and points of view. It’s about winning hearts and minds. It’s not – and never should be – just about business. Business don’t read your articles, they don’t view your tweet, they don’t visit your website and they certainly don’t click on your advert. But the people within those businesses do. So whatever your business may be, and irrespective of whether you are targeting other businesses or a specific end consumer, it is the people who will be purchasing your product or service that you really need to be thinking about and talking to. So next time you think about your B2B marketing strategy, why not try thinking about H2H (human to human) – or better still, P2P (person to person). After all, it’s usually the personal touch that seals the deal.
I’ve always worked in consumer PR and have been lucky enough to work with some of the world’s best brands, from Coca-Cola, Reebok and Samsung, to Shell, Ford and Estrella Damm. And I’ve worked with those brands in environments that many could only dream of, including the Olympic Games, UEFA… Read more
Ok, so pre-Covid it was clear that digital was king, print was on the way out, and Joe Wicks was among the UK’s most influential sources for advice on health. Read more
Running a London PR & digital agency is a competitive business, and the one thing that keeps Richmond & Towers ahead of the rest, and makes us what we are, is our people. So, we’re thrilled to announce promotions to: Read more