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Discover valuable perspectives from Patrick Culhane, Director of Business Strategy and Development, with 21 years of agency experience.

Perspectives from Patrick Culhane | Brunner

Vice President, Brand Strategy

Patrick  Culhane

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<h2>Brands Have Success Using B2C Tactics with B2B Audiences&nbsp;</h2>At Brunner, we love the B2B/B2C similarities and take an audience-first approach to helping our B2B clients reach their target audiences effectively.We work with brands including <a href="https://www.brunnerworks.com/our-work/yellawood" rel="noopener noreferrer" target="_blank">YellaWood,</a> maker of pressure-treated pine materials, and Rinnai, a leading manufacturer of tankless hot water heaters, to reach their target B2B audiences. Those campaigns have resonated with their intended audiences by conveying a strong brand identity and building emotional connections.Take Your Marketing to the Next Level with a ‘Brands for Humans’ perspective&nbsp;The ANA has recognized the importance of a consumer approach to B2B marketing. The organization recommends marketers start seeing their marketing approach as “brands-for-humans” — B4H — because many of the same human truths apply to both B2B and B2C for a simple reason: both market to people.&nbsp;&nbsp;The ANA’s principle of moving to B4H emphasizes the importance of building relationships with customers and creating content that resonates with them personally. It advocates for putting brand purpose at the center of all marketing as an essential approach for brands that want to succeed in both B2B and B2C markets. (ANA member-only magazine article, “<a href="https://www.ana.net/magazines/show/id/ana-2021-05-brands-for-humans" rel="noopener noreferrer" target="_blank">Brands for Humans is a Movement with Purpose</a>”)&nbsp;<h2>Want to Connect Your Brand Purpose with Your Humans?&nbsp;</h2>If you’d like to explore how B2B and B2C marketing are more alike than different, Brunner’s approach to brand strategy and activation can get you there. Please feel free to get in touch about the challenges you’re facing and potential ways to tackle those obstacles. We’d love to chat!

Tony Ezell strode to the ANA conference stage and posed a provocative question for marketers: “Are B2C and B2B marketing and brand evolution really any different?”&nbsp;<a href="https://www.bd.com/en-us/about-bd/our-company/ezell-tony" rel="noopener noreferrer" target="_blank">Ezell</a>, executive vice president of North America and chief marketing officer of <a href="https://www.bd.com/en-us" rel="noopener noreferrer" target="_blank">Becton, Dickinson and Company</a>, delivered a resounding “no” in his presentation at the <a href="https://www.ana.net/content/show/id/ms-anc-oct23" rel="noopener noreferrer" target="_blank">ANA’s Masters of Marketing</a> event last month in Orlando.&nbsp;During his talk, Ezell told the story of how BD, a global medical technology company, realized during the COVID-19 pandemic that it needed a more unified approach across hundreds of BD brands, both B2B and B2C. That pivot meant moving away from independent brand strategies and campaigns to a more consistent brand purpose, with two primary goals: driving growth and delivering value to customers.&nbsp;&nbsp;Ezell shared the successes BD has had due to its more unified B2B/B2C approach and an integrated brand architecture strategy. In addition, research from various sources backs up that same viewpoint — that B2B and B2C principles are the same.&nbsp;<h2>The Fundamental Similarities of B2B and B2C Marketing&nbsp;</h2>Ezell explained that Becton Dickinson recognized that B2B and B2C approaches require similar insights and approach:&nbsp;&nbsp;<ul><li>a deep understanding of the target audience, their needs, and their pain points.&nbsp;&nbsp;</li><li>a clear value proposition that resonates with the target audience.&nbsp;&nbsp;</li><li>a strong brand identity that differentiates the company from its competitors.&nbsp;&nbsp;</li><li>a comprehensive marketing strategy that includes a mix of channels such as social media, email marketing, and content marketing.&nbsp;</li></ul>Taking a B2C approach to their B2B marketing helped the BD team redefine their business, revamp their product communication, and reshape their marketing plan. Those steps and strategic shift resulted in improved business performance, Ezell said.&nbsp;

Understand why it’s time to blur the lines between B2B and B2C marketing for more effective strategies, as discussed at the 2023 ANA's Masters of Marketing event.

It’s Time to Stop Thinking B2B and B2C Marketing are Different

Masters of Marketing 2023: It’s Time to Stop Thinking B2B and B2C Marketing are Different 

Masters of Marketing 2023: It’s Time to Stop Thinking B2B and B2C Marketing are Different

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