Founded Blog, Founded Work | March 6, 2018

Moving beyond B2B and B2C, we’re now talking business to people

By Hannah Goodwin, Senior Planner

Marketers have traditionally operated in two siloed worlds: B2B and B2C, with the former aimed at generating leads and the latter talking to people buying for personal use. However, neither acknowledges that today, those making decisions on behalf of their businesses are often also people buying for personal use.

The rise of digital technology and social media has ushered in a direct-to-consumer environment characterised by greater choice and user control. So whilst B2B and B2C as delineations have worked to date, we now need to consider a third approach: B2P.

Core to our approach at Founded, B2P – Business to People – is marketing to individuals at a more human level, understanding the unique wants, needs, and desires that make them tick. It’s knowing work doesn’t always finish at 6pm, appreciating people increasingly juggle work and play, and acknowledging that an executive is also a consumer.

Take the shorts we created for Samsung Knox. Whilst predominately a business proposition, Knox provides defense-grade security so that people can safely use a single device for both work and pleasure. The films hero the everyman, with the understanding that we’re all fallible, we all make mistakes, and we all have multiple facets to our lives.

Without engaging people on a more human level, brands that serve businesses will struggle to stand out. To be compelling and distinct in today’s hypercompetitive landscape, businesses need to create connections, meaning and relevance on a real level.

What would you want to hear? What would you want to see? Are you that different to who you sell to? Create stimulating content that informs, stimulates, motivates – if it works for you, it’ll work for your customer.