In today’s technology-driven world, the boundaries between B2B and B2C – which have traditionally been separated – are disappearing. We’re entering a Business to Everyone (B2E) world where the two models are merging.
We know that B2B marketing is all about logic. B2B marketers want to deliver their message in a way that decision makers understand. But the problem is that there is often little emotion involved. Telling original, captivating stories is one of the best ways brands make people care, win customer loyalty and inspire a purchase. Given what the world has collectively been through in 2020, and as we continue to live through a global pandemic, it’s more important than ever for brands to empathise with businesses in a way that is authentic and believable. After all, people crave human stories.
The New Zealand B-to-B Marketing Report 2020 from TRA and Badger Communications sought to understand the New Zealand context of B2B purchase decision making, and how advertising and communications can play a more effective role. The report discovered that most B2B communications were called out as meaningless by
