B2Beat: The Blurring of B2C and B2B Marketing, and a Fresh Look at CSR

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We bring you the latest trending and newsworthy articles in B2B branding and marketing.

This month, how B2C and B2B marketing approaches are blurring, a fresh look at corporate social responsibility, and an inspiring list of the world’s most innovative companies.

 

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The Blurring of B2C and B2B Marketing

Historically, B2B marketing and B2C marketing have been defined as two distinct methodologies, used to attract and influence two different types of decision-making audiences. But recently the industry has seen a “blurring” of methodologies — B2B marketers are adopting tactics that have been traditionally used in B2C marketing.

So how did this blurring come about? And what does it mean for B2B marketers and the companies they work for?

from The CMO Club


The New Challenges of Social Responsibility

According to Harvard Business Review, we are witnessing a big, transitional moment – more and more companies are realizing that paying attention to the perceptions of their companies, and to the social consequences of their products, is good business. The fundamental question around sustainable business though — how can companies can bridge the gap between their own apparent self-interest and the broader needs of society?

from Harvard Business Review


The World’s Most Innovative Companies 2018

Fast Company’s annual list of innovative companies is always inspiring. This year, the 350 winners were selected by the publication’s editors as well as a new public submission process. The option to breakout by sector makes it easy to home in on the regions and industries that matter to you.

from Fast Company

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From Customer Experience to Client Experience

Customer experience. The phrase has become ubiquitous in branding and marketing circles. In the B2C world, its relevance is obvious: delight your customers at every “touchpoint,” whether on your website, in a retail environment, on the phone, or when they’re using your product or service.

But what does customer experience mean in the B2B…

One World, One Brand? Branding B2B Companies in a Global Marketplace

We often hear that “the world is flat.” That capital “moves seamlessly” across borders. That we are increasingly “one global market.”  Yet when we begin a branding initiative with a global client, one of the first things we hear is that the company stands for different things in different countries – and therefore no single brand…

Four Principles to Ensure Your B2B Brand and Culture Align

The legendary management consultant, educator, and author Peter Drucker liked to say that “culture eats strategy for breakfast.” The best-laid strategic plans invariably hit a wall if they are not aligned with the organization’s culture — the beliefs and behaviors that determine how a company’s employees and management interact and handle business transactions…