How can B2B brands tap into the consumer mindset
We all make buying decisions as consumers daily - which brand of milk or toilet paper to pick up at the store, choosing between telephone and internet network providers, or simply, should you start a new series on Netflix, Hulu, or Disney+.
As professionals, many of us are responsible for purchasing decisions in our jobs - if not, we often directly or indirectly influence the process. The B2B buying committee is expanding. Research from Gartner found 'the typical buying group for a complex B2B solution involves six to 10 decision makers'.
How easy or helpful is it to separate the consumer from the professional? Do we have two distinct mindsets? And would marketers gain more from exploring how the two overlap than focusing on where they are different?
Marketers are operating in a world where engaging as professionals influences the way we feel and act as consumers – and where the values, purpose and emotions that we feel as consumers are an inevitable part of the way we think and act at work. As marketers, we have to decide what to do with this overlap – but it feels like there's real opportunity to be found.
In this episode of Live with Marketers in EMEA, we tackled how B2B brands can tap into the consumer mindset with a panel of marketing leaders from American Express, Havas Media Group and Red Hat.