WHY B2B ADVERTISING IS A BIG DEAL

| January 4, 2019

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When people think about the differences between B2C (business-to-consumer) and B2B (business-to-business) advertising, they typically differentiate between the two based on emotions. B2C advertising has been fueled by the notion that consumers are irrational and make purchase decisions impulsively. Therefore, B2C advertisers rely on emotional or storytelling messages to trigger a sale.  B2B advertising, on the other hand, gas traditionally sat above emotional messaging strategies. Because B2B sales cycles are longer, require more research and deliberation, and are motivated by need and budget, the decision is presumed by advertisers to be a very rational process. This is why B2B advertising is often stiff and "corporate" looking. Ads feature men and women in suits, sitting in boardrooms with pie charts projected on the wall. But B2B advertising doesn't need to be so detached, cold, and clinical. At the end of the day, B2B buyers are still people, and people can't be expected to make decisions without emotion. This post examines why B2B advertising is a 'big deal' through key B2C advertising tactics that can be leveraged for an effective B2B strategy.

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We’re an agency on a mission: to cause the effect. The world our clients and partners fight for is the world we want to live in. We come from political campaigns, nonprofits, creative agencies, and the media. We bring our diverse skills and experiences to bear on societal problems, big and small. We use our communications expertise to contribute to healthier kids, better schools, fairer laws, and elected leaders who will drive our society forward. From political strategy to paid media planning, from creative storytelling and design to sophisticated campaign development, we’ve assembled what we think is a pretty unique set of communications professionals.

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