Did you know that there is no such thing as a B2B customer? That’s the provocative claim of Chris Adams, a marketing strategist and author of the article “There’s no such thing as a B2B customer: Why B2B marketing needs a makeover” . He argues that B2B marketing is often too focused on the features and benefits of products and services, and not enough on the human emotions and motivations of the buyers. He suggests that B2B marketers should adopt a more customer-centric approach, similar to what B2C marketers do, and create personalized, engaging, and memorable experiences for their prospects. He also provides some practical tips on how to achieve this, such as using storytelling, social proof, and data-driven insights. If you are interested in learning more about how to transform your B2B marketing strategy and connect with your audience on a deeper level, you should read his article. It might challenge some of your assumptions and inspire you to try something new.
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Cognition & Commerce. 