We often think of B2B as the opposite of B2C; where B2C is about serving people, B2B is serving a company. However, it is important to keep in mind that B2B is still B2H marketing- that is, Business to Human. I’m thrilled to take some time this week to unpack the nuances of the B2B world and the lessons we can learn from current B2B trends. Whether it’s risk aversion, keeping up with fast-paced short-term behavior, or understanding your buyer, the evolution of B2B marketing is integral to understanding the shifts in modern day sales. Do emotions have a place in the branding for B2B? How can we look at other companies to understand buying behavior? Who do buyers envision as leaders?  To really unpack the B2B mindset I’ve brought on marketing expert, Andrew Gaffney. Andrew is the Editorial Director for G3 Communications, publishers of Demand Gen Report, ABM in Action and Channel Marketer, and producers of the B2B Marketing Exchange. Through targeted events and e-media publications, G3 Communications provides best practices performance marketing and customer acquisition strategies to more than 80,000 B2B marketing executives. To find out how to have the best B2B year yet, download this episode now.  THE ASSESSMENT WARRIOR  “Speak to the entire committee.” -Andrew Gaffney Highlights - Most B2B behavior is based around risk aversion. It may not always be best to be on the defense.  Customer experience and the customer life cycle is still important for B2B sales. Marketing behaviors are mirroring the self-navigating behavior of today.  It is important to prioritizing trust and credibility- in both B2B and B2C.  70% of B2B buyers believe content is more focused on style than substance.  It is important to find new ways to maximize buyer’s time.  Identify who you can collaborate with, buyers want to experience that community feeling. Guest Contact - Andrew's Website Andrew's Twitter Learn more about the B2B Marketing Exchange Learn more about Content for Demand Contact Jeffrey - Website Coaching support My book, LINGO: Discover Your Ideal Customer's Secret Language and Make Your Business Irresistible is now available! Watch my TEDx LincolnSquare video and please share!  Mentions - Crossing the Chasm New Rules of Marketing and PR Resources - Have Your Website Brand Message Reviewed! Is your website and are all your marketing materials speaking the right LINGO of your ideal customers? Often it's not which is why you're not converting traffic and leads to clients and attracting your most profitable customers. Fill out the simple LINGO Review application and I'll take a look at your website. If I have suggestions for you to improve your brand message (I almost always do), we'll set up a complimentary 30-minute call to discuss. A select number of websites are also chosen for my LINGO Review Video Series. Fill out the application today and let's get your business speaking the right LINGO! Music by Jawn