Creative Warriors

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